Only a few of the 50,000 attendees + three from the Creative Energy Team in Chicago.

With 50,000 operators and suppliers rubbing elbows at this year’s NRA Show, it was evident that consumer and industry trends were front and center in most discussions. Here’s our quick take from two days of walking the aisles at McCormick Center.

Protein-Packed

Not unexpected in the growth of GLP-1 were users with skinnier appetites and a focus on protein. It was everywhere on the show floor, such as Egglife Foods’ use of egg whites to impart more protein in pasta and grab & go wraps.

Sticking Their Toes Into Foodservice

More than any other year, we witnessed more exhibitors who are sticking their toes into foodservice with CPG products. Some were demonstrating products in CPG packaging to indicate that they are novices in our world that they are exploring. This was especially true in grab & go items.

Operator Shortcuts

From prepared foods that are heat-and-serve to Heartland’s Java House^® Espresso Martini Mix and Cold Brew Coffee Concentrates, we saw many good examples of operator shortcuts for less staff stress and faster turns.

Plant-Based Pivots

With plant-based meats sagging, some brands were pivoting toward other products. Case in point: Beyond Meats^® who shared its Beyond Immerse sub-brand of functional beverages, loaded with protein, fiber, and antioxidants.  

Food Cost Solutions

This was the year where conversing about saving food cost dollars was a consistent theme. From stretching a few more days out of cooking oil in a deep fryer to bulk packaged items for back-of-house and operator Group Purchasing Organizations, it’s evident that operators are searching for ways to cut their food costs.

‘Swicy’ Flavors Everywhere

Even Garner Foods CEO Matt McCullum
was selling the benefits of Swicy flavor.

The marriage of sweetness with heat was on every aisle in all of the halls. Honey’s healthy halo has many ingredients, and others, such as Texas Pete^® Sweet CHAbanero Sauce marrying the sweetness of a sriracha sauce with habanero pepper was the solution for Gen Z’s and Millenial palates.

Newstalgia Remains A Draw

A quick look at the J&J Snack Foods booth saw lines of operators wanting to taste the debut of their Birthday Cake-Flavored Churros, proving that small, indulgent bites with memories of childhood birthdays earned operators interest.

AI Permeation

The hottest term today, suppliers of restaurant software promising to better target customers online was the primary theme. Funny that sales reps were in search of a personal relationship with operators to be the source of automated solutions.

Relationships Are The Most Valued

Nearly 900 enjoyed Flavors in the Sky, a Creative Energy-crafted event.

As evidence was this year’s Flavors In The Sky off-site event. Creative Energy has managed the event for more than a decade. A record attendance of nearly 900 gathered for a relaxed night time conversation with sponsors and the iconic Chicago skyline as the backdrop. Proof that the NRA Show’s biggest draw is curating relationships on and off the show floor. By the way, the list of new potential sponsors for the 2027 event is at an all-time high.

A Special Thanks

Our Creative Energy Team was on the prowl on the show floor and serving sponsors and clients at Flavors In The Sky. This great crew included Vice-President Teresa Treadway, Vice-President of Creative Services Will Griffith, Brand Executives, Trinity Lancaster, who is the grand master of Flavors In The Sky, as well as Brand Executives Jessica Klug and Jackie Silver. I hope to meet you next year or let’s make it sooner.