Review of the 2013 National Restaurant Association Show
Now that we’ve had a chance to digest all the excitement (and endless food samples) of the 2013 National Restaurant Association (NRA) Show, we put our thoughts together to share this brief recap of the 4-day, fun-filled international restaurant and hospitality industry tradeshow.
Walking into the magnificent McCormick Place for the first time was breathtaking. Its design so elegant yet massive, as the floor-to-ceiling windows welcomed in natural light and beautiful views of both a quiet sailboat-painted Lake Michigan and also the urban skyline of nearby downtown Chicago. Long rows of escalators inside the Grand Concourse helped move people up and down the five levels and bring people from the North and South buildings together. (The center actually has four cutting edge buildings, connected by beautiful sky bridges.) With 2.6 million total square feet of exhibit space, 170 meeting rooms, and assembly seating for up to 18,000 people, McCormick Place is enormous and versatile, and it’s a great choice for events, such as the NRA Show. Decorated with an eclectic art collection, with pieces by artists Dale Chihuly and Tim Prentice to name two, that speak to the city’s architecture and culture, the center intrigues the senses from inside and out. And I haven’t even mentioned that I saw one McDonald’s, two Starbucks, a few souvenir shops, a market cafe, and a food court that offered convenience to those of us who were planted there for 9-hour days.
South Hall’s Level 3 was clearly the most coveted (and largest) exhibition space with big brands such as Coca-Cola, Rubbermaid, and Anheuser-Busch piquing attendee interest with large, flashy displays and enticing giveaways. Across the hall in the North Building, Levels 1 and 3 were also filled with industry-related exhibitor booths, all vying for the attention of the 58,000+ passer-byes. With over 2,000 booths in over 900 product categories, the tradeshow offerings ran the gamut from cheese, salsa, and wine to rapid cook ovens, silverware, and of course, restaurant furniture. Whether it was marketing and HR resources or the latest in green technology, a restaurant owner could seek out many new tidbits to help them run an efficient, trendy, and profitable business. It’s a four day event for a reason; it’s massive! If you’re breaking ground on a new restaurant or have always dreamed about becoming a restauranteur, we would recommend attending the NRA Show in order to amass the excess of product information, resources, trends, and advice which is contained under one roof. Beware, the surplus of food samples, types of equipment, flatware companies, industry statistics, and recommendations may become overwhelming (heck the 25 yogurt vendors alone could send you into a tizzy), but the opportunity to sort through all the information can be very beneficial in making educated business decisions. Plus, you’ll bring home a bag filled with tchotchkes and schwag.
Among the exhibitors, you may find a surprise or two awaiting you. We rounded the corner once and found Captain Sig Hansen of the Deadliest Catch signing autographs and taking photos with big-grinned fans, like our very own Dave DiSanti.
In between walking the endless aisles of exhibitors, the NRA also hosted 70+ educational sessions. These sessions covered topics such as menu engineering, social and overall marketing, economic outlooks, managing staff within your workplace culture, and just so much more. Plus, attendees had the opportunity to hear from celebrity speakers, such as Anthony Bourdain and the CEO of Starbucks, Howard Schultz.
From inside our booth, we were able to survey the show attendees on their need for restaurant furniture either now or in the future. What’s more, we had the chance to really talk with them, form some personal relationships, and get to know our target audience a little bit better. Understanding their perspective (and long list of balls they juggle on a daily basis) helps us become more than just another vendor to them, but their ally as they start or manage their restaurant, their dream, and the way they make their living. We met many passionate people who are in the business of making great food, satisfying other people, and creating wonderful places to work or dine. Smart and savvy, with custom options on their mind, today’s customer is helping drive our business where it needs to go into the future. For those lessons, we’re grateful.
We had such a great time, we’ve already reserved our 2014 NRA Show booth! We invite you to join us in the windy city next May 17-20. See ya there!
Did you attend this year’s show? Let us know what you thought!