Bringing Innovation and Experiential Marketing to the Forefront: Insights from the Latest Restaurant Show

InVision recently attended this year’s National Restaurant Show in Chicago, recognizing new and enhanced technologies that elevate automation, efficiency, sustainability, and more within the foodservice industry. As audience engagement leaders in the branded experiential space, our team was interested in exploring how modern foodservice brands are leveraging cutting-edge technology and interactive experiences to connect with their customers.

Three core themes emerged from the show that can help brands looking to bring innovation and experiential marketing to the forefront:

1. Engagement and Active Participation: Crafting Memorable Experiences

One of the most striking themes at the event was the emphasis on engagement and active participation. Brands are increasingly recognizing that hands-on experiences and interactive elements are key to creating memorable moments for attendees.

Kraft Heinz was a standout, showcasing various ways to elevate the guest experience. The brand displayed a ketchup packet dispenser used outside of restaurants, Smack for Heinz, where consumers can receive packets as they enter a restaurant to enjoy Heinz with their meal – a clever way to reward brand loyalty in an experiential way. In addition, Heinz captivated the crowd by offering custom-labeled mini ketchup bottles. This simple yet personal touch allowed attendees to take home a unique memento, fostering a sense of individual connection to the brand.

Coca-Cola took interactivity to another level with the launch of their Leader Lab microsite. Featuring six engaging modules, the online site encouraged attendees to explore the brand's history, values, and innovations in a fun and imaginative way. Such interactive experiences not only provide deeper insights into the brand but also encourage social sharing and build emotional connections that extend beyond the event.

2. Standing Out with Sustainability

Sustainability was a prominent and pervasive theme at the show, reflecting a growing consumer demand for eco-friendly practices and products. Brands showcased a wide array of sustainable innovations, from packaging solutions to energy-efficient technologies.

Ecolab, for example, impressed attendees with their innovative soap dispenser powered by a tiny water turbine. This clever use of renewable energy within the product highlighted their commitment to sustainability. Numerous booths also featured Energy Star-rated equipment, underscoring the industry's shift towards more energy-efficient operations.

The Unox Oven with an 'Alexa' voice command feature and an auto latching door (to take oven slamming and wear without broken pieces or glass), was a perfect example of the intersection between advanced technology and sustainability. Touting AI integration with an app, statistics and a virtual consultant, users are given consumption tips to reduce environmental impact.

3. Innovation with Notes of Nostalgia

While innovation was undoubtedly a key focus, an undercurrent of nostalgia ran through many of the new offerings. Brands are skillfully blending cutting-edge technology with nostalgic elements to evoke cherished memories and create emotionally resonant experiences.

A vending machine featuring the iconic Kool-Aid man and Lunchables, delighted the millennial crowd by bringing back childhood memories. Coca-Cola's booth also transported attendees back in time with a 1950s diner-themed soda fountain, complete with the newest soda flavors. This nostalgic setup not only showcased Coca-Cola's innovative flavors but also summoned a sense of nostalgia for the sock hop era.

Franke introduced a half-digital, half-manual espresso machine that combined the traditional look of an Italian coffee shop with modern automation. This innovative machine produces consistent lattes every time, eliminating the need for extraordinary barista skills while preserving the classic espresso-making experience. By merging the old with the new, brands can appeal to a broad audience, offering the latest technologies while evoking the strong emotions and memories of the past.

The restaurant show was a testament to how brands are creatively using innovation and experiential marketing to tell their stories. Through engaging, hands-on experiences, a strong commitment to sustainability, and a harmonious blend of innovation and nostalgia, brands are crafting memorable moments that resonate deeply with their audiences. As these trends continue to evolve, we can expect to see even more exciting developments in how brands connect with consumers and convey their values in meaningful and impactful ways.

If you’re looking to create impactful brand experiences that move your audiences to action, contact your InVision account representative or info@iv.com to learn more.

Bringing Innovation and Experiential Marketing to the Forefront: Insights from the Latest Restaurant Show

08.06.24