The arrival of warmer weather and the vibrant energy of summer always bring a renewed sense of excitement, especially when it coincides with the return of major industry events. For anyone passionate about the dynamic world of food and beverage, the National Restaurant Association Show in Chicago stands out as a paramount gathering. For years leading up to 2020, this annual event was a highly anticipated fixture on my calendar each May, offering an unparalleled opportunity to immerse myself in the latest culinary innovations and connect with inspiring professionals.
I cherished the chance to discover emerging food and beverage trends, engage with innovative businesses, and celebrate the recipients of the prestigious FABI Awards. These awards spotlight outstanding, innovative products that, as described by the National Restaurant Association, “satisfy cravings and speak to diners’ concerns about nutrition, packaging, sustainability, and more.” The show truly served as a hub of inspiration, providing a comprehensive look into the future of the hospitality industry.
The global events of 2020 brought an unexpected pause to large-scale gatherings, leading me to step away from trade show coverage as food-related events of all kinds were cancelled. After a four-year hiatus, my anticipation to return to these beloved events was immense. The National Restaurant Association Show marked the triumphant first in a series of long-awaited returns, reigniting my passion for exploring the culinary landscape and sharing these discoveries with my audience. It was incredibly fulfilling to once again walk the expansive halls, absorb the vibrant atmosphere, and witness firsthand the remarkable resilience and innovation of the foodservice industry.
I was very happy to reconnect with Pitaya Foods at the 2023 National Restaurant Association Show
- Impressive Scale and Global Reach
The 2023 National Restaurant Association Show, held in the vibrant city of Chicago, truly outdid itself in scale and impact. Spanning an astonishing exhibition space equivalent to more than 11 football fields—precisely over 659,000 square feet—the event solidified its position as the ultimate sourcing destination for restaurant and hospitality buyers worldwide. This colossal footprint allowed for an incredible diversity of exhibitors across more than 900 categories, showcasing everything from innovative food and beverage products to essential equipment, cutting-edge technology, elegant tableware, and critical sanitation solutions.
Over the course of four days, from May 20-23, nearly 55,000 foodservice professionals converged at the McCormick Place. Attendees traveled from every U.S. state and an impressive 107 countries, representing diverse regions such as Asia, the Caribbean, and Latin America. Notable international participants hailed from Australia, Mexico, Brazil, the Dominican Republic, Japan, Taiwan, and the Philippines, underscoring the show’s profound global appeal and its role as a nexus for international culinary exchange and business development. This extensive reach facilitated invaluable networking opportunities and exposed attendees to a truly worldwide perspective on the industry.
The 2023 Show experienced a robust 8% growth in total registrants compared to the previous year, 2022, signaling a powerful rebound and growing interest in the industry. This growth was particularly striking among first-time exhibitors, with over 800 new companies participating—many featured prominently in the popular Startup Alley. This represented a remarkable 61% increase over the number of new exhibitors from the prior year, highlighting a surge of entrepreneurial spirit and fresh innovation entering the market. Furthermore, international attendance constituted 15% of the total registration, an increase from 11% in 2022, reinforcing the Show’s expanding global footprint and its significance as an international platform for business and collaboration.
The vast exhibition space was thoughtfully organized into seven distinct pavilions, each dedicated to a specific theme or region. These included “A Taste of the States,” celebrating American regional cuisine; the acclaimed Bellavita Italian Pavilion, showcasing authentic Italian products; the Iberica Spanish Pavilion, highlighting Spain’s rich gastronomic heritage; “The Beverage Room,” dedicated to a wide array of drinks; the “Global Food Expo,” featuring international culinary delights; “Organic & Natural,” focusing on sustainable and health-conscious options; and “The Culinary Experience,” which offered live cooking demonstrations and interactive sessions.
My inaugural visit to the National Restaurant Association Show years ago left me quite overwhelmed by the sheer volume of offerings. This experience taught me the critical importance of strategic planning for subsequent visits. With so much to discover, learn, and share, effective navigation is key. The Show truly offers an unparalleled experience, encompassing a wealth of outstanding specialty pavilions, captivating celebrity chef demonstrations, insightful educational sessions, vital global collaborations, and invaluable networking opportunities. It’s an all-encompassing event that caters to every facet of the foodservice industry, from emerging startups to established giants.
Indeed, the Show’s comprehensive education program was a cornerstone of its value, featuring close to 90 distinct sessions designed to inform and inspire. These included dynamic culinary and beverage demonstrations, alongside numerous networking meetups that brought together leading experts. Discussions spanned critical industry topics such as Culinary Insights, Marketing Matters, Off-Premise dining strategies, Operations Solutions, Technology Strategies, Trends in Adult Beverages, and Wellness initiatives. Attendees were granted an exceptional opportunity to learn from a diverse and impressive lineup of more than 170 foodservice leaders, who generously shared their invaluable knowledge, experiences, and predictions for the future of the industry.
Chef Rick Bayless talking recipes and trends at the 2023 National Restaurant Association Show
- Embracing Key Industry Trends
Among the many compelling features of the National Restaurant Association Show, the unveiling of cutting-edge industry trends consistently captures my interest. This year, a particularly intriguing trend discussed was “affordable indulgence,” identified as one of the hottest concepts shaping the hospitality industry. I was thrilled to learn more about this at the insightful media breakfast hosted by the National Restaurant Association Show organizers. “Affordable indulgence” is a strategy that focuses on menu items, service styles, and ambiance that allow customers to enjoy a luxurious or special experience without a prohibitive price tag. This approach is proving crucial for keeping diners satisfied and engaged, and it can significantly impact a restaurant’s success and profitability. A compelling example presented to the media were the innovative The Dirty Cookie cookie shots, which perfectly embody the idea of a small, delightful treat that offers a moment of affordable luxury and novelty.
- Celebrating Innovation with FABI Awards
Another central highlight that consistently draws my attention at every Show I cover is the Food and Beverage (FABI) Awards. These awards are a true testament to the inventive spirit thriving within the industry, recognizing products that are set to redefine how we eat and drink. The FABI Awards celebrate innovation across taste, functionality, sustainability, and market impact, making them a crucial indicator of future culinary directions. Tracking these award winners provides an invaluable insight into the products poised to make the biggest splash in restaurants and foodservice operations.
In 2023, the FABI Awards program proudly showcased a total of 42 outstanding products, each demonstrating remarkable advancements across various aspects, including superior taste profiles, enhanced sustainability practices, innovative functionality, and more. Among this impressive selection, eight products garnered the distinguished title of FABI Favorites. These were meticulously chosen by the judges as the most pioneering and influential innovations of the year, representing the pinnacle of what the foodservice industry has to offer. Show attendees had the unique advantage of numerous tasting opportunities and interactive demonstrations, which vividly highlighted the groundbreaking features and potential impact of these cutting-edge products, allowing for a truly immersive experience of future culinary trends.
A particular standout and deserving of special mention among the FABI Awardees and a designated FABI Favorite was YoEgg, a revolutionary line of plant-based eggs. I was genuinely impressed by the visual authenticity of these products; they mimicked traditional eggs to perfection, a crucial factor in consumer acceptance for plant-based alternatives. My post-sampling assessment confirmed that the flavor was remarkably good, offering a satisfying taste experience. While the texture of the “egg white” portion presented a slightly unusual quality, the overall product cohesion and innovative approach made it clear why the jury had bestowed such significant accolades upon these pioneering plant-based eggs. YoEgg represents a significant step forward in making plant-based options more accessible and appealing to a wider audience.
- Exploring International Flavors at Bellavita
This year marked a significant personal milestone as it was my first time visiting the Bellavita Pavilion not just as an attendee, but as a judge for their prestigious awards. This unique role provided an extraordinary opportunity to delve deeper into the rich culinary traditions of Italy and Spain, meeting with over 70 dedicated producers of authentic Italian and Spanish food and beverage products all in one comprehensive space. The pavilion served as a vibrant gateway to European gastronomy, allowing for direct engagement with the passionate individuals behind these exquisite offerings.
The Bellavita Awards stand as the sole international program specifically dedicated to recognizing and celebrating the excellence of Italian and Spanish food and beverage products. This distinction underscores its importance in promoting high-quality European gastronomy on a global stage. Being part of the judging process for such an esteemed award was a profound honor and an incredibly enriching experience, highlighting the meticulous craftsmanship and heritage embedded in each product. It offered a unique perspective on the dedication required to bring these authentic tastes to market.
My judging duties required me to meticulously sample and evaluate 12 products, which were randomly selected for me by the Bellavita organizers, ensuring impartiality and a broad spectrum of offerings. The criteria for evaluation were comprehensive, covering taste, packaging aesthetics, the compelling story behind each product, its suitability and appeal for the market, and its level of innovation. This process was not merely about tasting; it was an immersive journey into the origins and aspirations of each brand. I thoroughly enjoyed learning the fascinating stories embedded in these products and, of course, savoring their exquisite deliciousness. The experience was truly fantastico, offering a profound appreciation for the dedication and artistry of these European producers.
- Innovations in Restaurant Technology
The 2023 edition of the Show prominently featured advancements in restaurant technology, with robot servers and sophisticated automated ordering services becoming familiar sights. While their popularity often stems from their novel and endearing peculiarity, the practical impact of these technological marvels on the industry remains a subject of mixed opinions and ongoing debate. The visual spectacle of robots gliding through the aisles certainly captures attention, but the underlying question revolves around their true efficiency and return on investment in a challenging operational environment. Are they just a futuristic facade, or a genuine solution to pressing industry problems?
As one expert recently articulated, “While the fancy robots — like one that makes boba tea, the AI bartender crafting an Old Fashioned, or the multiplying robot waiters — undoubtedly draw a crowd, much of the technology showcased at McCormick Place in Chicago was strategically designed to enhance back-of-house operations.” This highlights a crucial distinction: beyond the consumer-facing novelties, significant investment is being made in tools that simplify tasks, offer operators new avenues to save on labor costs, or even assist in finding qualified staff. Given the ongoing labor challenges and profitability concerns that have plagued the industry since the pandemic, coupled with the potential impact of economic downturns, such investments in operational efficiency and labor solutions are becoming more critical than ever for sustainable growth and long-term success. The focus is shifting from pure novelty to tangible, problem-solving technology.
- A Feast for the Senses: Memorable Tastings
As always, the 2023 Show delivered an incredible array of innovative products, transforming the exhibition halls into a culinary playground. Attendees had the delightful experience of sampling everything from wholesome and delicious snacks to gourmet ingredients. This year’s selection was particularly impressive, showcasing the breadth of creativity within the food and beverage sector. The diversity of offerings ensured there was something to tantalize every palate and inspire every type of foodservice professional, from casual dining to fine cuisine.
Among the many exciting discoveries were the nourishing snacks from Eat the Change, a brand committed to plant-based and planet-friendly options. These snacks demonstrated how health-conscious eating can still be incredibly flavorful and satisfying, appealing to a growing consumer demand for sustainable and wholesome choices.
The luxurious aroma of truffle products from Sabatino Tartufi filled the air, a company renowned for its exquisite truffle oils, sauces, and salts. A consistent Oprah Winfrey favorite and a past FABI award recipient, Sabatino Tartufi underscored the enduring appeal of premium, high-quality ingredients that elevate any dish to gourmet status.
For those seeking dairy-free alternatives, the show presented a delightful range of wholesome plant-based milks and Sown coffee creamers. These products highlighted the continuous innovation in the plant-based sector, offering delicious and sustainable options for beverages and culinary applications, catering to evolving dietary preferences and environmental consciousness.
Cheese enthusiasts reveled in a glorious assortment of award-winning cheeses, showcasing artisanal craftsmanship and diverse flavor profiles. From robust aged varieties to delicate fresh cheeses, this section celebrated the rich tradition and innovative techniques of cheesemaking, providing ample inspiration for menus and pairings.
Health-conscious options were abundant, including the highly acclaimed Veggies Made Great veggie-packed mini frittatas, a recognized FABI award winner. These convenient and nutritious offerings perfectly exemplified how wholesome ingredients can be transformed into delicious, ready-to-serve products, meeting the demands for healthy and quick meal solutions in foodservice.
The beverage section offered an invigorating selection of thirst-quenching options, from innovative craft sodas to functional drinks designed for wellness. These diverse choices reflected the growing consumer interest in sophisticated non-alcoholic beverages and health-boosting concoctions, providing operators with a wide range of options to enhance their drink menus.
Atoria’s Family Bakery showcased their exquisite artisan flatbreads, highlighting the enduring appeal of high-quality baked goods. These versatile flatbreads offered inspiration for everything from gourmet pizzas to creative sandwich bases, demonstrating the importance of foundational ingredients in culinary excellence.
European olives were featured prominently, now part of a strategic marketing campaign designed to promote their unique qualities, akin to the successful initiatives for San Marzano canned tomatoes that I have covered extensively in the past (here, here, and here). This campaign aims to educate consumers and professionals about the diverse varieties and culinary applications of European olives, further enriching the global pantry.
And, as expected, a truly incredible assortment of desserts awaited, providing a sweet culmination to the culinary exploration. From decadent chocolates to innovative pastries, the dessert section was a testament to the artistry and creativity in confectionery, offering endless possibilities for restaurant dessert menus.
The visual feast of all these offerings was captured in numerous photographs, showcasing the vibrant displays and tantalizing treats available throughout the event.
Indeed, the sheer variety and quality of products were evident across the entire exhibition.
My return to the National Restaurant Association Show was an exceptionally rewarding experience. It was a true pleasure to reconnect with industry peers, absorb invaluable insights, and gather a wealth of information to share with my readers. Sampling an incredible diversity of delicious foods and beverages was, of course, a highlight. This year’s Show masterfully blended tradition with cutting-edge creation and groundbreaking innovation, resulting in a seamlessly integrated and truly memorable experience. The dynamic synergy between established practices and emerging trends created an atmosphere of constant discovery and excitement. I am already eagerly looking forward to next year’s edition of the Show, anticipating another inspiring journey into the future of foodservice.
Do you enjoy attending food shows, and if so, do you have a particular favorite that stands out? I’d love to hear your thoughts and recommendations in the comments below!