Come to the NRA Show with Me!
Hey everyone, today, I want to take you on a journey with me – to the National Restaurant Association (NRA) Show, the biggest foodservice show of the year, held annually in Chicago!
This year, I had the incredible opportunity to attend the NRA Show for the very first time. As a newbie Product Marketing Specialist at Hoshizaki, fresh out of my second month, let me tell you, I was buzzing with excitement! My colleagues had hyped it up so much, and from what I heard, the show floor itself is the size of like, 12 football fields!
The adventure began even before the show. I landed in Chicago on a Friday night, and having lived in New York for about two years, I was used to the urban feel, but Chicago felt different – cleaner, fresher, and with this amazing energy. The weather was perfect, too (not always a guarantee in Chicago!), and my hotel room had a killer view of the skyscrapers. I spent a good chunk of time just gazing out the window, even though I was exhausted from the trip.
Day 1 at the Show
Day 1 of the NRA Show finally arrived! Filled with breakfast and excitement, I hopped on the shuttle and headed to the convention center. The drive through Chicago was awesome, giving me glimpses of landmarks like the Riverwalk and Grant Park (mentally added those to my “must-visit” list!).
McCormick Place, where the event was held, was massive. Finding the Hoshizaki Alliance booth felt like a quest, but with a little help from friendly volunteers, I arrived at our beautifully designed space. It had cool lighting, perfectly showcasing products from all the companies that are a part of Hoshizaki Alliance: Hoshizaki America, Fogel Refrigeration, Jackson Warewashing Systems, Lancer Worldwide, and Macom. There was even a bar set up with live bartender demos – something my manager and I were particularly excited about (content creation time!).
Seeing Hoshizaki’s products up close was a game-changer. It gave me a whole new appreciation for their size and design. The live bartender demos were a huge hit! Chris, our superstar bartender (with almost 400k followers on Instagram – check him out at @notjustabartender!), used Hoshizaki ice to create some killer cocktails, and then showcased how Jackson’s dishwasher cleaned the fancy glassware in a flash.
Content Creation & Food Exploration
After getting familiar with the booth, I grabbed my gimbal and dove headfirst into the bustling show floor. My mission? To capture all the cool stuff happening without interrupting any important conversations. Throughout the day, I shared these clips with my manager for feedback and planned upcoming social media posts.
Lunchtime came and went (thanks to free samples!), but the adventure continued. I explored other booths, from big names like Coca-Cola to unique Asian food vendors. There were even robot waiters, robot dishwashers, you name it! The food scene was insane, with endless samples of pizza, ice cream, donuts, macarons, cheesecakes, and even jalapeño poppers (my stomach is still happy!).
Networking
Another big part of the NRA Show was networking. I met tons of interesting people, from young professionals just starting out to seasoned veterans of the industry. We chatted about our roles, exchanged ideas, and made some valuable connections. After the show floor closed, a teammate and I stuck around to capture some final booth content in the peaceful quiet.
We decided to avoid rush hour by walking back to the hotel, taking in the stunning Chicago evening scene. After freshening up, I ventured out solo to explore some tourist spots, take some pics, and meet up with an old friend. It was the perfect first day, blending work, exploration, and new experiences seamlessly.
Day 2 at the Show
Day 2 started the same way – straight to the Hoshizaki booth, which was even busier than the day before! More content creation, more Instagram stories, and this time, I even joined some booth tours. Talking to the Hoshizaki Alliance team gave me a ton of insights into our products, who our customers are, and the challenges they face.
The rest of the day was a whirlwind of exploring the other side of the show floor, more food samples (who can resist?) and even attending a live session with celebrity chef Elle Simon! She demoed her garnishing and plating skills by creating a burger that looked like a work of art – super informative and fun to watch.
By the end of the day, I was buzzing with information after chatting with colleagues and attendees. To wrap it up, we headed to a special Hoshizaki-hosted evening event at a popular Chicago spot, Kaiser Tiger. It was a fantastic chance to meet our customers, hear about their experiences with Hoshizaki products, and connect with company executives in a more relaxed setting. After introductions and learning more about everyone’s roles, we called it a night around 10 PM, ready for my flight home in the morning. I could only attend the event for the weekend, while some of my team stayed back as the show continued for the next two days.
Reflections & Recommendations
As I waited in the (crazy long) security line at the airport, I had a chance to reflect on this incredible trip. Chicago is definitely a city I’d love to visit again – warm in the summer, beautiful, clean, and with friendly people everywhere.
The NRA Show itself was an eye-opening experience, especially for a first-timer like me. I learned about so many brands, their histories, and innovative solutions I never knew existed. Everyone I met at the booths was friendly and welcoming, which made the whole experience even more memorable. And let’s not forget the food – mind-blowing. I had no idea the foodservice industry was this massive and constantly evolving.
From a Hoshizaki America perspective, it was clear we’re a major player in this game. Hearing how much people love our products and rely on their reliability filled me with pride. Our live bartender demos were a hit, generating tons of interest and positive feedback. Seeing our products in action, especially how the ice machines and Jackson’s dishwashers worked together seamlessly during the live demos, was really cool. It wasn’t just about showing off our equipment; it was about demonstrating the practical benefits they bring in real-world applications.
This experience totally changed my perspective on the foodservice industry. I now have a much broader understanding of the impact our products have and where the industry is headed.
The Final Bite
I came back from the NRA Show with a huge bag of knowledge and a deeper appreciation for the foodservice industry. If you’re even remotely connected to the industry, the NRA Show is a must-do. It’s a fantastic opportunity to learn about new technologies, industry trends, and, of course, discover all sorts of delicious food. Be sure to check out our social media channels for all the pictures from the event!
May 29, 2024
By Maitri Gandhi – Product Marketing Specialist, Hoshizaki America
