Every year, thousands of hospitality, foodservice and restaurant professionals descend on Chicago and make their way to the National Restaurant Association Show to walk amongst rows of booths and their peers as they learn about all the innovations in the industry while showing off their next big thing.
This year, the Bear Icebox team joined in on the fun, venturing to McCormick Place to hear directly from industry experts, sample snacks, drink an unhealthy amount of caffeine, and, most importantly, support our clients.
While some of us focused on operational trends, others looked at branding, content strategy, and consumer behavior across the floor. To make sure we made the most of our time, we each honed in on certain sections of the show. Let’s break down what we learned.
What Happened to Plant-Based? – Susan Stoga
As an attendee of the NRA Show for 20 years, I expected the 2026 show to feature a plethora of new products and trends but I was struck by the absence of plant-based products, a category that had dominated the floor in recent years.
Yes, Impossible Foods still maintained a large booth with strong sampling activity, but smaller plant-based meat purveyors were few and far between. Where meatless burgers, egg scrambles, dairy-free ice cream, and other alt-dairy products once filled the aisles, animal-based offerings had taken over. Suppliers who had bet heavily on the plant-based wave appear to have pulled back. In its place, we saw an explosion of high-protein, animal-based products, with beef tallow emerging as a standout trend.
It was also encouraging to see smaller regional producers attending the show and branding under their home state’s banner as part of the “Taste of the States” section. This approach not only elevates individual companies but strengthens their broader regional food ecosystems, and brands, as well.
Less Complexity, More Revenue – Sean Wille
Walking the floor at this year’s NRA Show, one thing became pretty clear. Restaurants are looking for ways to grow revenue without constantly adding more people, platforms, or complexity to the operation, something we’ve also seen firsthand working with restaurant technology clients like Acrelec.
A major trend we saw was the consolidation of restaurant tech. Many of the platforms we spoke with are expanding into more all-in-one solutions that connect online ordering, in-house dining, takeout, websites, menu management, and back-end product ordering. For restaurants operating on tight margins, the ability to drive continuous sales without constantly adding new systems or layers to the business is becoming a huge priority. I kept thinking back to my own restaurant days hearing, “all of last night’s revenue is spent by 8 a.m. on products for the next day.” That pressure still exists, but the tools around it are evolving quickly.
The other thing that really stood out was the beverage and not just alcohol. A lot of the conversations and displays were centered around how beverage is becoming part of the overall brand and experience restaurants are trying to create. Especially with younger consumers, there’s a huge focus on products that feel social, visual, and tied to lifestyle, whether that’s cocktails, NA options, or functional drinks. It felt like a lot of operators are looking at beverages as one of the easier ways to stay current, market themselves better, and drive revenue without having to completely reinvent the restaurant.
Innovation That Actually Solves Problems – Danna Tabachnik
One thing was very clear: restaurant operators are no longer chasing innovation for innovation’s sake. The conversations happening throughout the show centered on a more urgent challenge–how to improve efficiency, protect margins and elevate the guest experience simultaneously.
The biggest trend to come out of the show this year is that AI is finally becoming operational, rather than experimental. Operators are implementing AI into actual workflows, from AI-powered inventory and labor management tools to predictive ordering systems to smart kitchens and voice AI in ordering. The goal? To support staff and reduce day-to-day friction.
All innovation has one thing in common: a focus on labor and efficiency. Solutions aimed at helping operators navigate labor shortages, tighter margins and operational consistency during peak periods. Partnerships emerged victorious, as well, highlighting the importance of creating a fully fleshed-out guest experience. From SoundHound AI and Burger King UK to platforms like Restaurant365 emphasizing software consolidation and a unified ecosystem, it’s clear that the industry is becoming less of an island and more of a tech hub.
If You Didn’t Film It, Did It Even Happen? – Deidra Durham
If you don’t grab the content, the magic stays on the show floor, and let’s face it, our feed deserved a taste…
Surviving two days on the floor at the National Restaurant Association Show is an Olympic sport. I walked in ready to analyze the macro-trends, but I was instantly charmed by the pure, unadulterated passion in those booths. Every station was manned by these vibrant characters, completely eager to force-feed me their artisanal goodies and pitch their culinary babies. You can’t help but get swept up in the hype.
But trying to actually document it? That’s where the chaos settled in. Managing content strategy for BICOM and a client across a packed 48-hour window is a masterclass in sensory overload. I quickly realized I don’t have enough limbs. Trying to participate in a tasting authentically, hold a steady camera, keep a client’s aesthetic intact, and avoid a lawsuit by walking backwards into a crowd of hungry food executives is a delicate dance. I spent half the time praying I wouldn’t trip over someone while hunting for the perfect angles.
Despite the near-misses and the impending carpal tunnel, capturing that raw energy was non-negotiable.
The Momentum Still Feels Real
The biggest thing walking away from this year’s show was just how far the industry has come over the last few years. Seeing the continued growth, creativity, and momentum across restaurants, hospitality, and food brands post-pandemic made it exciting to be back in the middle of it all. As a team that works closely with restaurant, hospitality, and restaurant tech brands, it’s genuinely fun to help tell those stories and watch the industry keep evolving. Looking forward to seeing everyone again at the next NRA Show.
And if you’re a restaurant, hospitality, or food brand looking to better understand where your PR and visibility stack up, we’ve started offering PR audits and PR Health Scores to help brands identify gaps, opportunities, and where their story can have more impact. Let’s Talk