Editor’s Note: The National Restaurant Association Restaurant, Hotel-Motel Show in Chicago is a major event in the restaurant industry, and the influence of Latin cuisine grows each year. In this Q&A, Mary Pat Heftman, Executive Vice President, Convention and Strategic Alliances, National Restaurant Association, discusses that growth and what attendees can expect regarding Mexican/Latin cuisine.
El Restaurante: How much has the presence from Mexico and other Latin American countries increased at the NRA show, and why?
Heftman: Over the last eight years, attendance from Mexico and other Latin American countries has grown 70 percent. Some of that growth can be attributed to the growing popularity of Latin cuisine in the United States. It has simply become much more popular and mainstream, and that drives the number of exhibitors who offer that cuisine and attendees who serve it.
We have also expanded our reach internationally in terms of engaging food exhibitors from Latin American countries. This year, for example, we’ll have exhibitors from Mexico, Ecuador, Costa Rica, the Dominican Republic, and others. That has been a focus for us and our international exhibitor list and number of Country Pavilions continues to grow.
Of course, another factor is the growing size of the Show overall – we are producing a show that draws people, and brings entities from every part of the industry together.
el Restaurante: Similarly, have you noticed an increased presence at the show of attendees who own or work for Mexican or other Latin-cuisine restaurants in the U.S.?
Heftman: We don’t keep statistics on that, but yes, we know their presence is growing, too. The number of Mexican and other Latin-cuisine restaurants keeps growing in America, and Latin-cuisine is also being represented in many casual dining entities throughout the United States. As Americans desire to expand their ethnic cuisine, and consumption continues to increase, we’ll keep seeing growth in attendees and exhibitors who focus on that cuisine.
el Restaurante: What can attendees to the 2018 show expect regarding Mexican/Latin cuisine?
Heftman: It’s a little early for our full slate of programming, but Mexican and other Latin cuisines will definitely have a presence in our culinary showcases and mixology stage. Also, we’re launching the new Restaurant Revenue Growth Conference, which will run in tandem with the trade show, and it will include a session on attracting customers with a desire for Hispanic cuisine, among many other topics about growing revenue.
On the trade show floor, attendees can expect to see exhibitors introducing all sorts of new offerings, including adventurous combinations that you don’t traditionally see together. The trade show floor is a great place to learn about what’s new in all types of cuisines and innovations, and how they can be integrated into your business.
Stay tuned for updates to the Mexican/Latin experience at the NRA Show in future months, and click here for more info.