Each May, as sure as the tulips blooming on Michigan Avenue, foodservice industry professionals from around the globe convene in Chicago for the National Restaurant Association (NRA) Show. With great anticipation, they come to network, promote, buy, sell, and learn about the latest industry trends.
By the numbers, this year’s four-day NRA show at McCormick Place drew more than 53,000 attendees, including 2,300 exhibitors representing 900+ product categories, across an incredible 12 football fields of exhibit space. (Fittingly, a corporate chef I follow on LinkedIn described the NRA Show as the “Super Bowl of the foodservice industry.”)
For newcomers to the NRA Show (and even longtime participants), the questions leading up to it – particularly for non-exhibitors — often include: How should I spend my time at NRA? Should I visit the show floor daily, taking in the latest demos, displays and trendspotting? Do I sponsor or host outside or affiliated meetings or events? How can I optimize my time and resources (and those of my company or team) during NRA?
As someone who has had the privilege of attending NRA almost every May since 2010, I have come to see the great benefits of both the official show itself and adjacent opportunities. As my industry colleagues would likely agree, there are myriad opportunities around NRA to meet with industry influentials, promote your brands (or your client’s brands/products, in my case) and capitalize on having the best and brightest foodservice minds all in one place.
This was my first year at NRA focused on meat as part of Midan, affording me a new lens through which to view the show. I wasn’t sure if it was just me, but meat seemed to make a very strong showing at NRA 2025. Exhibitors from pizza equipment purveyors to bread makers used the lure of mouthwatering meat to drive traffic to their booths. Even Impossible’s display hinted at the joy of meat, with its Gen Z tagline, “It’s Giving Steak.” Another standout to me was the range of exhibitors in the meat category — from startups to conglomerates – all proudly sharing their products and brand stories.
Here is what NRA 2025 looked like for me, along with my tips on how to maximize your ROI at NRA.
1. The Show itself
I dedicated a day to the NRA Show at McCormick Place this year, including scheduled meetings as well as impromptu catchups with industry friends at their booths and demos. Walking the floor, I’m reminded of the significant time and resources that companies and individuals invest to bring both substance and sizzle to the show – inspiring fellow industry members and media with their product and marketing innovations. The NRA Show also serves as an industry bellwether; there was palpable positive energy this year, it seemed to me and other attendees.
Tip: Come with a game plan – map out booth visits to “must see” contacts and companies, reach out ahead of time via email, set up meeting times when you can, bring your business cards, attend relevant demos and sessions. You should be able to “walk the show” in 1 – 2 days if you come prepared. (Bonus tip: Team up with a friend or colleague for an hour or two to expand your view of the show and double your networking power. I had the privilege of getting some networking steps in with my brilliant colleague and meat industry veteran, Maggie O’Quinn.)
2. Adjacent events (attend / sponsor / network)
Every year I am reminded how truly relationship-driven the foodservice industry is. The NRA Show affords the opportunity to reconnect, renew and establish new ties. Pace yourself, but whenever possible, say yes to opportunities to mix, meet and greet. Consider sponsoring and supporting events that put you (and your products) in the room with key decision-makers. Many exceptional partnerships take root at NRA – I saw this firsthand at the NRA Sunday Brunch event I attended on behalf of two clients who served as sponsors. Hosted and executed by a former colleague and networker extraordinaire, the operator event is an ideal setting for meaningful conversations that set the stage for future collaborations. (Reach out to me if you want to learn more.)
Tip: Consider strategic sponsorship of NRA-adjacent events that give you access to key stakeholders. Take a wide-lens view regarding ROI; not every event is going to result in an immediate opportunity or sale but could set the stage for a long-term symbiotic partnership. Play the long game and invest in the industry and relationships; the rewards can be exponential.
3. Owned events
If you have a compelling concept or offering for a foodservice audience, the NRA Show is the time to go for it (or in my case, GOAT for it). My client Thomas Foods International embraced our vision for a Foodservice Editors’ Goat Dine-around in Chicago during NRA, and we successfully executed it thanks to detailed advance planning and a wonderfully receptive group of foodservice editors in town for NRA. We chose a less saturated, late-afternoon daypart, allowing the group to visit the show earlier in the day and attend evening networking events. We were thrilled with the participation and engagement, and – with the culinary prowess of three amazing Chicago restaurants — accomplished our goal of inspiring this influential audience about the deliciousness and menu viability of goat.
Tip: Think about your objective and your foodservice audience (in our case, foodservice trade editors) and design the perfect fit – something unique and compelling for them that meets your business goals.
Lastly, follow up. Don’t leave the NRA Show on the floor. Take it – and the relationships you’ve fostered – back with you. Send the email or text. Follow and like your connections’ posts on LinkedIn. Digest their takeaways and perspectives on NRA. Think about how you might approach NRA differently in 2026. Connect with that person who inspired you and let them know they impacted you. Keep the ideas, collaborations and connections marinating; before long you will be planning for your next NRA Show and can capitalize on the momentum you’ve gained.
