Trade Shows Are Changing — Are They Still Worth the Trip?
For decades, foodservice trade shows have been where the industry comes together. Operators walk the aisles looking for new products, manufacturers introduce their latest equipment, chefs demonstrate new techniques, and relationships are built over handshakes and conversations. But the business world has changed. Today, an operator can watch a product demonstration online, attend a webinar, compare equipment from a laptop and communicate with suppliers without leaving the restaurant. Travel, hotels and time away from the operation are expensive. That raises a legitimate question: Are foodservice trade shows still worth the trip? The answer may depend on how you attend them. Years ago, simply exhibiting at a show or walking the floor could be enough. Today's attendees have less time and more information available before they ever arrive. Successful shows are responding by becoming more than rows of booths. Education, competitions, demonstrations, networking events, live interviews and hands-on experiences are becoming increasingly important. The same is true for exhibitors. Putting equipment in a booth and waiting for buyers to walk by isn't necessarily enough anymore. Visitors want to understand how a product solves a problem. Can it reduce labor? Lower operating costs? Improve food quality? Increase speed? Make a kitchen safer or more sustainable? Those conversations are difficult to duplicate through an email or website. There is also something else technology hasn't replaced: the unexpected connection.
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