Contributing Editor Molly Brennan is a freelance writer and editor based in Highland Park, Ill.
to “Join the Movement” for campaign updates and product information. “We’re number four in an industry of four, so we need to approach things a little differently,” DeShetler said. “Our goal was to create a buzz, but also generate some serious leads."
Another exhibitor looking to stand out was uniform and culinary apparel company Chef Works. Rather than displaying its apparel on mannequins, Chef Works produced an in-booth fashion show, complete with a glossy white runway, DJ, thumping music, emcee, and professional models. “You have to have an edge,” said Marcee Katz-Coons, vice president of national accounts. “This year, everyone’s talking about the fashion show. It’s hard not to notice us.”
While Chef Works provided a New York City–style fashion-runway experience, Community Coffee invited attendees to head south. The Louisiana-based company’s tagline is “the genuine flavor of New Orleans,” and its booth delivered on that promise by recreating a New Orleans street corner, complete with faux cobblestone floor, streetlights, and classic New Orleans streetcar. It wasn't named Desire - but attendees seemed to get the picture.
To learn more about the National Restaurant Association Show, visit restaurant.org/show