The 2025 National Restaurant Association Show wrapped up on Tuesday, May 21, but after a few full days on the floor, it already felt like I had walked about the distance to St. Louis. My step count broke records, and I developed a sixth sense for spotting a charging station and a coffee stand from 100 yards away.
As principal of Foodservice IP, based right on Michigan Avenue, the show was always a great chance to reconnect with clients, partners, and plenty of industry acquaintances—many of whom I hadn’t seen in years. It was a bit humbling to realize how long I’ve been at this, but also reassuring to see that while the industry evolves, some things never change.
Beverages still drove margins. High-yield, labor-friendly products still attracted the spotlight. And despite innovations in just about everything else, there was still no foolproof way to help your Uber find you after the show. (Pro tip: a bright hat, a flag, or even a sign with your name on it helped. You wouldn’t have been the only one.)
What had changed was the scale and sophistication of the tech. AI quietly powered a growing number of applications—from foodservice automation to customer engagement—and robotics took on more in the kitchen. Watching a machine assemble a meal in real time was impressive, though I was still not sure how those things got cleaned. I suspected it was either very high-tech or very unpleasant.
Rich Products introduced a new ingredient platform that caught attention, and KraftHeinz debuted a new condiment dispenser that operated like a Coke Freestyle machine. It invited operators (and brave guests) to mix and match flavors at the push of a button. Whether that led to innovation or a regrettable barbecue-honey-sriracha blend remained to be seen.
Grab-and-go remained a top trend, with packaging and merchandising companies reminding everyone that today’s consumer was on the move—but still expected presentation and brand storytelling. Eye-catching displays that were functional, sustainable, and mess-free? That was the trifecta.
Meanwhile, the booths from Smucker’s and Coca-Cola proved that nostalgia still sells. You could hardly get near the Uncrustables or the freestyle machines serving Orange Fanta (which remained my personal favorite—no apologies).
Chicago was, as always, an excellent host city—full of energy, history, and restaurants that were worth the trip alone. If you attended the show and didn’t make time to eat beyond the show floor, you missed half the experience. The dining options ranged from iconic classics to envelope-pushing upstarts. And yes, visiting the Bean was a little cliché, but still worth it. You were allowed.
And one last piece of advice: pack for weather roulette. That week alone, the temperature dropped 50 degrees—and probably bounced back up before Tuesday. It was just part of the charm.
At Foodservice IP, we work with leading food, beverage, and packaging companies to cut through the noise and build winning strategies. From trend tracking to full-service execution, we help clients find clarity in the chaos. If you were at the show and wanted to talk about where the industry’s headed—or just needed a place to sit down—we were around.
Just don’t ask me to walk to the South Hall again.
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