May 16–19, 2026
McCormick Place
Chicago, IL
Peak Season Prep, Issue 6
Guests Are Watching Their Wallets, But Still Hungry for Something Special
Cost-conscious diners — 37% of Americans, according to Nation’s Restaurant News — are eating out less often. But they are willing to pay for unique, immersive experiences.
Summer travelers are the perfect example. TravelBoom’s 2026 Leisure Travel Trends Study found that:
- 80% of travelers plan trips around immersive food experiences
- 66% prefer street food
- 64% will choose a local business over a fine dining establishment
So what will bring peak-season guests to your tables this summer? Operators are leaning into ideas like:
- More color, texture and sensory-forward menu items that stand out on social media
- Hosting events tied to cultural moments like the FIFA World Cup or America’s 250th anniversary
- Creating LTOs around seasonal ingredients and local delicacies—perfect for patio dining
Find new ideas for attracting summer crowds at the 2026 Show. You’ll be inspired when you connect with other operators and hear what’s working for them during the Show’s focused networking opportunities. Plus, you’ll have a front-row seat as the trends come to life during demos at The Culinary Experience and The Beverage Room Stage. And don’t miss the Marketing Matters sessions that will bring in diners this coming season for an experience they won’t forget.
