The National Restaurant Association Show is lots of things. Subtle is not one of them. It’s colorful, loud, aromatic…and giant. Sprawling over three massive exhibit halls in Chicago’s enormous McCormick Place, it covers 700,000 square feet, the equivalent of twelve football fields. “Super” indeed. And the biggest weekend of the year for FoodMix.
Before we get to some of the details of what makes “the Show” special, let’s talk about the buildup. Like the “big game”, there’s a ton of pregame. But this isn’t hyperbole and talking heads filling airtime with less-than-daring predictions. People work a year (or years) in advance to secure space, design & build booths, create collateral. Then there’s the less tangible, but just as important, tasks of lining up guests, prospective clients and possible new business leads. The schmooze. And in this game, it’s about going on offense first. Hit the floor with something noteworthy, be seen, get talk value. The biggest prize isn’t in the end zone — it’s being the talk of the show. Notable anecdote: last year, FoodMix was honored to help create the Bush’s Bros booth and restaurant show experience. It doesn’t hurt that Bush’s has a lovable Golden Retriever named Duke as a mascot who made an appearance. There were lots of new and fun things at the 2025 NRAS, but Duke was the hottest ticket — and it wasn’t close.
If it’s consumed by humans away from home, it’s here. From industry behemoths like PepsiCo with multi-sensory, multi-million-dollar experiences, to tiny, out-of-the-way installations selling things made of krill (tasty, surprisingly), you see everything edible from all corners of the globe under one multi-acre roof.
It’s also about making — and maintaining — connections. Many of our current client partners come in for the show. Several exhibit. Others are our guests walking the floor and attending evening events. Apps, cocktails and colorful conversations go a long way in nurturing relationships and strengthening bonds.
Beyond the things people eat, there’s commercial equipment, furniture, glassware, place settings, lighting, surfaces. You’ll see robots making fries and delivering sushi. You’ll also see great lines of people waiting for things like mini gyros, mini tacos, mini-ice cream cups and rides back to their hotels at the end of the day. There’s no over-the-top, glitzy halftime show or confetti shower when it’s over, but if you’re a foodie — and love foodservice — this is Mecca.
We hope you’re looking forward to it as much as we are. And if you want to connect with someone here at FoodMix while you’re in town, just reach out to info@foodmix.net
