National Restaurant Association Show Reunites Foodservice Industry With Triumphant 2022 Return
June 27, 2022
More than 51,000 foodservice professionals flocked to Chicago's McCormick Place May 21-24 for the first time since 2019 to happily reconnect in person and indulge in this year's National Restaurant Association Restaurant, Hotel-Motel Show (National Restaurant Association Show), the premier event to learn about foodservice technology innovations, unique ingredients and emerging trends in the restaurant industry.
“The 2022 show was one of the most anticipated events of the year, and after three long years, we couldn’t wait to bring the foodservice community back together to celebrate the advancements that drove the industry forward,” Tom Cindric, president of Winsight Exhibitions, which produces the show in collaboration with the National Restaurant Association. “From the vibrant tradeshow floor and latest innovations to new flavor trends and expert-led education sessions, there truly was something for everyone.”
By the Numbers
Attendees at the 2022 National Restaurant Association Show, the 101st edition of the event, included restaurant owners and operators, retail foodservice professionals, food and ingredient suppliers, equipment manufacturers and many others, with representation from all 50 U.S. states and more than 110 countries, including Argentina, Brazil, Canada, Colombia, Dominican Republic, Mexico, United Kingdom, Argentina and many others.
More than 1,800 exhibitors, including more than 1,200 returning and more than 500 new companies, filled three exhibit halls and nearly 600,000 square feet of space at McCormick Place.
Positive Feedback
The energy on the floor was unmatched, with attendees expressing complete satisfaction at the innovation on display, the abundance of key decision-makers and the quantity and diversity of exhibitors.
Armetha Pihlstrom, senior director of U.S. and Canada foodservice sales for Future Farm, a manufacturer of plant-based meat alternatives and first-time exhibitor, was delighted with the company’s amazing experience at the show.
“The National Restaurant Association Show is the “Super Bowl” of foodservice,” Pihlstrom said. “This is where dreams come true for new brands trying to break into the industry and make a mark. The chains and restaurants I’ve spoken to are so high-profile, and we’re thrilled about what this means for our brand and for plant-based foods.”
Hugo Triviños, CEO of Mavesa Fenix, a chain in Honduras with 56 quick-service restaurants, brought the company’s franchisees and corporate team to the show to discover what was new in the industry and see what purveyors are available for his foodservice team.
“We saw our current suppliers’ entire catalogues in person, we added more suppliers to our list, and we saw new technology,” Triviños said. “We’ve never seen robotics in the way we did this year, and I expect we’ll be incorporating some into our operation.”
Jerry Vachaparambil, head of partnerships at The Cumin Culinary Brands, a virtual restaurant group started at the height of the pandemic, said the show is a priority for the company.
“We consider ourselves an innovative brand, so attending the show is important for our business,” Vachaparambil said. “Being here has allowed us to find new foods, technologies and products as well as build relationships.”
Guy Pratt, owner of Canada-based Chef Inspired Group of Restaurants, plans to develop new opportunities for the company’s brands and found the show ideal for carrying out that mission.
“There’s no better collection of innovators and companies to be around to get inspired,” Pratt said. “It’s the best food show I’ve ever been to, and I’ve been to a lot of them.”
2022 Show Highlights
With exhibitor innovations and trends, exceptional education and insight from industry thought leaders, chef and mixologist demonstrations, and festive networking events, this year’s show reflected renewed energy and enthusiasm and a zest for continued collaboration. Following are several highlights.
Vibrant Show Floor: This 2022 show floor was the ultimate destination to find inspiration and innovations in over 900 product categories—including food, beverage, equipment, technology, tableware, sanitation and everything in between. Exhibitors offered new solutions to today’s challenges in the restaurant industry, from the latest food and beverage trends to emerging technologies that will boost the bottom line.
A Firsthand Look at the Latest Innovations: The largest Kitchen Innovations Showroom in the event’s 100-plus-year history featured equipment with a focus on automation, efficiency, safety improvements, sustainability, waste solutions and more. Fireside chats and curated tours of the showroom were well-received by attendees. Additionally, three years’ worth of FABI award-winning items—food and beverage products that are breaking new ground in taste, creativity, packaging and profit potential—could be found throughout the show floor, complete with sampling opportunities. Zero-proof beverages, dairy-free and plant-based foods, and an increased emphasis on global flavors were just some of the product trends seen this year.
Celebrated Chefs and Master Mixologists: Attendees had the opportunity to see the chefs, culinary leaders, mixologists and beverage experts as they demonstrated techniques, discussed the industry’s biggest issues, and spotlighted the latest trends and innovations in food and beverage. This year, attendees experienced the debut of two new features on the show floor, The Culinary Experience and The Beverage Room, where celebrated chefs and master mixologists showcased their craft to help attendees keep menus and beverage programs on the cutting edge.
Innovative Thinkers: Alexis Ohanian, Seven Seven Six founder and Reddit co-founder, took center stage on Saturday, May 21, as the show’s keynote speaker, presented by American Express. He shed new light on how creating and embracing disruption can amplify growth and produce positive transformations. During the session, moderated by Starr Marcello of the University of Chicago Booth School of Business, Ohanian offered his perspectives on how the latest technologies—including NFTs, Web3 and the metaverse—are impacting the foodservice industry today. He stated that even with these technologies, “we are still a species that needs offline interaction.” He emphasized that there is “tremendous competition for attention,” so restaurants need to invest in being “thoughtful and intentional” to thrive, adding that creating a fear of missing out through rotating or limited-run menus may help drive consumer interest.
A Robust Education Lineup: The 2022 education program featured an array of sessions, deep-dive workshops and live demos designed to provide forward-looking insights, new perspectives and strategies to facilitate growth. With nearly 100 sessions covering seven education tracks—Culinary Insights, Operations Solutions, Technology Strategies, The New Consumer, Trends in Adult Beverage, Wellness and Workforce Recruitment and Development— attendees heard from thought leaders who are helping to reimagine foodservice and build the future of the industry. Paid workshops offered hands-on immersion for over 600 operators into industry opportunities, including ghost kitchens, virtual brands and navigating the technology landscape. In one featured session, presented by Uber Eats, technomic experts and restaurant operators answered questions about the most pressing issues facing the industry today, including inflation, supply chain management, labor challenges, ghost kitchens, shifting consumer demographics, social responsibility, sustainability and technology.
Sold-Out Industry Night Out: During one of the show’s signature evening events, Industry Night Out, attendees celebrated their return to the show after three years. Leading up to the show, attendees participated in a month-long cocktail tournament to determine which concoctions should be featured at Industry Night Out. Attendees sampled the four cocktail finalists, alongside artfully selected food pairings, and voted to crown the Color Changing Galaxy Spiked Lemonade as the 2022 Project Beverage Champion. This concoction won over voters with its unique, bright and fresh flavor profile that is perfect for summer menu pairings.
Give-Back Initiative: One of the firsts at the show this year was the kickoff of an initiative to support the ongoing efforts of World Central Kitchen by Chef José Andrés. On top of the amount raised at the show, Winsight Exhibitions will contribute an additional $10,000 to support World Central Kitchen’s efforts in providing meals in response to humanitarian, climate and community crises in the U.S. and abroad. Donations will continue to be accepted throughout the summer: donate.wck.org/2022RestaurantShow.
The 2023 National Restaurant Association show will take place May 20-23 at McCormick Place.
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Partner Voices
Less than six months ago, Lisa Messina joined the Las Vegas Convention and Visitors Authority (LVCVA) as the first-ever chief sales officer after leading the sales team at Caesars Entertainment. A 12-year Las Vegas resident, Messina is a graduate of Cornell University’s School of Hotel Administration and serves on MPI International’s board of directors.
TSNN had a chance to catch up with this dynamic leader and talk to her about her vision for the new role, current shifts in the trade show industry, creating more diversity and equity within the organization, and advice to future female leaders.
Lisa Messina, Chief Sales Officer, LVCVA
With Las Vegas becoming The Greatest Arena on EarthTM, what are some of the things you’re most excited about in your role?
Our team was at The Big Game’s handoff ceremony earlier this month, and I couldn’t help but think, “We’re going to crush it next year!”
These high-profile events and venues not only drive excitement, but also provide unmatched opportunities for event planners. Allegiant Stadium hosts events from 10 to 65,000 people and offers on-field experiences. Formula 1 Grand Prix will take place in Las Vegas in November, after the year-one F1 race, the four-story paddock building will be available for buyouts and will also offer daily ride-along experiences that will be available for groups. And, of course, the MSG Sphere officially announced that it will open in September, ahead of schedule, with a U2 residency. It’s going to be the most technologically advanced venue as far as lighting, sound, feel, and even scent, and it will be available for buyouts and next-level sponsorships inside and outside. There’s no ceiling to what you can do when you’re doing events in Las Vegas.
Allegiant Stadium
As the trade show and convention business returns to the pre-pandemic levels, what shifts are you noticing and how do you think they will impact the industry going forward?
Our trade show organizers are very focused on driving customer experience. Most of our organizers are reporting stronger exhibitor numbers and increased numbers of new exhibitors, with trade shows proving to be almost or above 2019 levels. Now our organizers are really doubling down on driving attendance and focusing on the data to provide that individualized, customized experience to help attendees meet their goals and get the best value. Some companies continue to be cautiously optimistic with their organizational spend when it comes to sending attendees, but I think it will continue to improve. As the U.S. Travel Association makes more progress on the U.S. visa situation, we also expect a growing influx of international attendees.
What are some innovative ways the LVCVA helps trade show and convention organizers deliver the most value for their events?
We focus on customer experience in the same way that trade show organizers are thinking about it. We got rave reviews with the West Hall Expansion of the Las Vegas Convention Center (LVCC), so over the next two years, we will be renovating the North and the Central halls, which will include not just the same look and feel, but also the digital experiences that can be leveraged for branding and sponsorship opportunities.
Vegas Loop, the underground transportation system designed by The Boring Company, is also a way we have enhanced the customer experience. Vegas Loop at the LVCC has transported more than 900,000 convention attendees across the campus since its 2021 launch. Last summer, Resorts World and The Boring Company opened the first resort stop at the Resorts World Las Vegas , with plans to expand throughout the resort corridor, including downtown Las Vegas, Allegiant Stadium and Harry Reid International Airport. The LVCVA also purchased the Las Vegas Monorail in 2020, the 3.9-mile-long elevated transportation system that connects eight resorts directly to the convention center campus. This is the only rail system in the world that integrates fares directly into show badges and registration. For trade show organizers, these transportation options mean saving time, money and effort when it comes to moving groups from the hotels to LVCC and around the city.
Also, the more we can focus on building the infrastructure around the convention center, the more it supports the customer experience and ultimately supports our trade show organizers. Scheduled to debut in Q4, Fontainebleau Las Vegas will offer 3,700 hotel rooms and 550,000 square feet of meeting and convention space next to LVCC.
What are some of the plans for advancing DEI (diversity, equity and inclusion) within your organization?
We’re currently partnering with instead of working with a leading consulting firm, to lay the foundation and create a solid DEI plan and be the leader when it comes to DEI initiatives. The heart of that journey with the consulting firm is also talking to our customers about their strategic approaches to DEI and driving innovation in this space.
What are your favorite ways to recharge?
My husband and I have an RV and we’re outdoorsy people. So, while we have over 150,000 world-class hotel rooms and renowned restaurants right outside our doorstep, one of my favorite things to do is get out to Red Rock Canyon, the Valley of Fire, and Lake Mead. Five of the top national parks are within a three-hour drive from Las Vegas, so there’s a lot you can do. We love balancing the energy of Las Vegas with nature, and we’re noticing that a lot of attendees add activities off the Strip when they come here.
Valley of Fire
What advice would you give to women following leadership paths in destination marketing?
I think it’s about being laser-focused on what you want to accomplish; building a team around you that lifts you and helps you achieve your goals; and being humble and realizing that you do it as a group. No one gets this done alone. Thankfully, there are a lot of women in leadership in this organization, in our customers’ organizations, and in this city that we can be really proud of. We’re a formidable force that is making things happen.
This interview has been edited and condensed.
This article is exclusively sponsored by the Las Vegas Convention & Visitors Authority. For more information, visit HERE.
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