Start by asking: What does success look like for us at the Show?

Common goals include:

• Launching a new product
• Generating leads or sales
• Finding distributors or partners
• Building brand awareness
• Testing market feedback

Knowing your “why” helps guide every decision—from booth design to staffing and promotion.

Set your strategy early and make use of your Exhibitor Dashboard to:

• Book meetings with key buyers using the appointment scheduler.
• Update your “Show To Go” online directory profile.
• Track deadlines, forms and promotional opportunities with the checklist.
• Complete required forms on sampling, your booth design, exporting and more.
• Book meetings with key buyers using the appointment scheduler

Pro Tip: Use the Interactive Floor Plan to explore where you’ll be located and see who’s nearby.

The Show attracts a wide range of attendees—from independent restaurant owners to global chain buyers. Understanding who you want to talk to ensures you tailor your pitch, staff and materials to the right people.

Your digital presence starts here.

Update your profile in your Exhibitor Dashboard today. You can edit it at any time and it’s live 365 days a year!

Curious about The Show To Go (STG) directory profile features? See descriptions and advantages here!

New! Strategic Connections Form: Attract attendees to your booth by identifying what you are offering to or seeking from attendees at the Show. Your selections will be searchable in the Show to Go directory, helping qualified prospects find you based on their specific interests and requirements.

• Exhibitor badge registration and customer invites open with the service kit in early January of each year and are located in the Exhibitor Dashboard.
• Each exhibitor receives an allotment of free customer invites based off square feet. Use them to invite your customers to the Show for free!
• Each exhibitor receives five (5) complimentary badges for the first 100 square feet of space purchased, and three (3) badges for each additional 100 square feet of space [e.g., up to 200 square feet equals eight (8) badges, up to 300 square feet equals (11) badges, etc.].

Note: The new customer invite instructions pdf will be provided closer to launch of the service kit. Send your invites to customers before the deadline of XX! Don’t worry, your customers can still accept the invites after this deadline but additional can’t be sent.

Pro Tip: You protect yourself and your company from liability by registering your customers with customer invites instead of using your exhibitor badge allotment.

Promote your participation with customizable tools, available on the Marketing Resource Page:

• Email templates to invite buyers
• Social media graphics & hashtags
• Web banners for your site and newsletters

Pro Tip: Start posting 4–6 weeks before the Show and tag #2026RestaurantShow to increase visibility.

Want extra exposure? Consider:

• Pre-Show email campaigns to targeted buyers
• Onsite signage or digital displays
• Sponsored sessions or lounges
• Inclusion in curated product showcases

Visit the Sponsorship Center in your Exhibitor Dashboard or talk to your rep for tailored options.

Plan your booth experience with marketing in mind:

• Schedule live demos or timed tastings
• Create social-worthy moments (neon signs, selfie spots, etc.)
• Prep short, engaging pitches for media or influencers

Do you have a Silver or Gold branding package? Consider listing these activations in your directory profile under Exhibitor Scheduled Events!

• Review Booth Essentials for what comes with your purchase, design regulations, and Show colors.
• Need help? The Show official contractor, Freeman can assist! Service kit coming Jan 2026.

Pro Tip:

• Island and peninsula booths (not including Lakeside Ballroom or North B2) can have a hanging sign. Ship it to the Advance Warehouse to ease your move-in.
• Loading your freight into McCormick Place yourself? Read the service kit Shipping Options & Instructions for details and guidelines.

Find additional Freeman education resources here.

• Exhibit Like An Expert
• Engagement Audio-Visual
• Booth Staffing Tips
• Show, Don't Tell
• Understanding Freight
• Exhibit Engagement Solutions

• Keep your booth open and easy to enter—ditch the table barrier.
• Use signage that quickly tells attendees who you are and what you offer.
• Display your top products up front—this isn’t the time to show everything.

First 3 Seconds Rule: If someone can’t tell what you do in 3 seconds, revise your visuals or messaging.

Your booth staff is your brand. Ensure they:

• Are welcoming, approachable, and knowledgeable
• Can deliver a 15-second pitch and ask great questions
• Know your goals (e.g., lead capture, demo sign-ups, sampling)

Pro Tip: Avoid sitting, eating, or being on phones during peak hours—it sends the wrong message.

People remember how you made them feel—not just what you showed.

• Host demos or tastings at regular intervals
• Use touchscreens or QR codes for deeper engagement
• Offer swag that ties to your brand (useful > random)

Sustainability: The National Restaurant Association Show and Informa prioritize environmental responsibility, inclusivity, and accessibility by adopting sustainable practices like waste reduction, eco-friendly materials, and energy efficiency. Learn more here.

Exhibitors who plan to sample food or beverage on the Show floor are required to complete the appropriate food and beverage sampling or alcohol sampling form for approval.

To access the forms, login to your Exhibitor Dashboard, click “Required Exhibitor Forms” to complete the sampling forms.

Food Sampling Requirements

• Review the Safe Food and Beverage Sampling Rules to ensure a safe food sampling experience.
• Sampling forms are due by April 14th. Review the Food & Beverage Sampling Quick Tips.
• For a list of acceptable cooking devices, prohibited materials and fire safety guidelines, review the McCormick Place Regulations document.
• Our official service provider, Lowe Refrigeration offers kitchen equipment rental. View their catalog of available rental equipment on our Official Service Provider website.

On-Demand:

• Guide to Exhibitor Dashboard & Checklist
• Marketing Resource Center

Lead Retrieval:

• Guide to the Lead Retrieval App: How to download and activate the best-on-class mobile app.
• Exhibitor Etiquette: Top five tips to capture leads and bring home sales from the Show floor.
• Lead Generation: Qualify strong leads in real time to ensure potential sales post-Show.
• Optimizing Lead Retrieval: Get the most out of the lead retrieval app; a powerful and versatile tool designed to help you efficiently make quality connections.
• Your Return On Investment: Build a sales strategy that works by understanding how to measure your ROI.

Live & Recorded:

• January 22: First-Time Exhibitor Tips
• April 2: Lead Insights & Lead Retrieval
• April 30: Move-In and Move-Out with Freeman

• Set up lead retrieval system and train staff
• Brief team on talking points, goals, and schedule
• Capture leads + notes from every conversation
• The Show works closely with press to share the latest in new products, technology and flavors. View the Press Kit instructions for more info.
• Tag @nationalrestaurantshow and use #2026RestaurantShow on social posts

Make every interaction count:

• Maximize your lead retrieval by using tools to efficiently scan badges, qualify leads on the spot and prioritize high-value prospects for immediate follow-up.
• Take notes on conversations for better follow-up
• Offer incentives for post-Show contact (e.g., “We’ll send you a sample next week!”)

Pro Tip: Even casual chats can turn into big opportunities—record everything.

Maximize your presence by connecting with media, buyers, and leveraging social platforms effectively:

• Drop off your press releases and product sheets in the onsite Media Center to ensure visibility.
• Respond promptly to press or buyer inquiries, as they often work on tight deadlines.
• Invite media or influencers to visit your booth for an exclusive behind-the-scenes experience.
• Encourage attendees to tag and share their experiences with signs like:
  “Take a pic, tag us @YourBrandName & use #2026RestaurantShow”
• Re-share attendee content to amplify buzz and engagement during the Show.

The first 3–5 business days post-Show are prime time for outreach:

• Send thank-you emails
• Follow up with leads, quotes, or digital catalogs
• Add new contacts to your CRM or email list (with permission)

After the dust settles, take time to reflect:

• Did you meet your goals?
• What worked well—and what didn’t?
• What would you change for next year?

Pro Tip: Document your insights while they’re fresh. This helps whether you’re returning next year or training someone new.

Your “Show To Go” profile stays live for months after the event. Keep it updated and use it to:

• Continue generating leads
• Share press mentions or new products
• Link back to your website and social platforms

• Send personalized thank-you emails and follow-ups within 3–5 business days
• Add leads to your CRM or email system
• Upload post-Show press or product updates to your digital listing
• Debrief with your team: what worked, what to improve
• Consider rebooking for next year to lock in early-bird rates
• Your opinion matters, take the post-Show survey.