Why Trade Shows Refuse to Die (Even When Everyone Said They Would)
Let’s address the elephant in the kitchen: Are trade shows a waste of money in 2025?
If you believe the hype, you’d think exhibitions are obsolete.
Why rent a booth when you can just launch on LinkedIn? Why fly halfway across the world when a webinar can do the job? Why spend thousands when a slick digital campaign costs a fraction?
Well… tell that to the 58,000 people who showed up at the 2024 National Restaurant Association Show - a 6% increase from the year before.
If trade shows are dead, someone forgot to send the memo.
But I already hear the outcry... "We can always go digital!"
Really?
We tried that.
During COVID, we launched a product virtually, complete with a polished deck, confident script, and great regional turnout.
But you know what we didn’t get?
❌ Real feedback.
❌ Real reactions.
❌ Real conversations.
No side comments. No quiet confessions.
No “This isn’t going to work in my kitchen, and here’s why.”
And certainly no one touching, testing, or tasting anything.
Can you see the missed opportunities?
So, to answer your question, why are trade shows still packed?
Simple: business is still personal - especially in foodservice.
In our industry, success is measured by taste, speed, texture, and trust.
You don’t build that with pixels. You build it with presence.
I'll be the first to admit that trade shows have problems.
✔ They’re expensive.
✔ They’re exhausting.
✔ ROI isn’t immediate.
✔ You’re shoulder-to-shoulder with your competitors. (Some of whom enjoy yelling across their booth like they’re headlining a rock concert.)
And still, brands keep showing up.
Why? Because…
→ Deals still happen over a handshake, not a scroll.
→ Some of your best leads come from unexpected moments.
→ The best product demo? It’s not a video. It’s live, loud, and hands-on.
Yes, exhibiting is a performance.
You bring your best people. Build a booth. Polish your pitch.
But theatre works.
Because it creates a memory.
Something no algorithm can replicate.
You may gain reach online.
But you gain respect in person.
Here's a simple question to put this all into perspective:
Would you rather have 10,000 impressions… or 10 real conversations?
Let’s be honest.
I know where I’d rather be.
And while it's not as good as showing you in person, follow the link below to take a tour of our website, and let's see how Welbilt can help.
Sales & Commercial Development | Hospitality & Food Service | EMEA
5moActing in the Hospitality Industry and not having human interaction? To build trust and relationships require in-person meetings.
Sr. Director of Marketing, Exhibitions
5moGreat points, Leonard! 👏 Your article brilliantly captures the enduring value of trade shows in our industry. I wholeheartedly agree with your insights, there's simply no substitute for face-to-face interaction. The energy, the spontaneous conversations, and the vibrant atmosphere create an experience that's impossible to replicate digitally.
Leadership Advisor that Instills Growth Mindset, Innovation and Operational Excellence in F&B & Hospitality | Thought Leader that Motivates & Inspires | Chief Executive Officer | President Advisor - ACAPS
5moc. Target Audience Alignment Public exhibitions often attract a mixed crowd. Companies may prefer hosting invite-only sessions, private demos, or curated experiences to ensure they’re speaking to the right people. d. Limited Engagement Opportunities At big shows, time with each visitor is limited. In contrast, a company’s own event allows for deeper conversations, personalized presentations, and better relationship-building. Audience are more targeted. e. Competitive Sensitivity Being at an exhibition exposes a company’s products, pricing, or innovations to competitors. Some prefer private settings where they can be more open without giving away strategic information.
Leadership Advisor that Instills Growth Mindset, Innovation and Operational Excellence in F&B & Hospitality | Thought Leader that Motivates & Inspires | Chief Executive Officer | President Advisor - ACAPS
5moThese are some of the considerations that Exhibitors are exploring and they may be more justifiable: a) Greater Control Over Branding and Messaging When companies organize their own events, they control every aspect—from the theme and messaging to the customer experience. In contrast, at an exhibition or roadshow, they're one of many, competing for attention. b. Cost versus Value Perception Exhibitions can be expensive—booth space, design, logistics, manpower—and ROI isn’t always clear. Some feel that for the same budget, they can host a more targeted event with higher conversion potential. I have already attended afew that are hosted in hotels even before the big show begin. .... continue