Maximizing Your ROI at Restaurant Technology Industry Events

Attending major restaurant technology events can be a significant investment for vendors. With booth expenses, travel costs, staffing, and promotional materials, budgets quickly escalate. To ensure a meaningful return on investment, restaurant technology vendors must approach these events strategically.

Here are key strategies to maximize your success:

1. Set Clear Goals

Define precisely what you hope to achieve—brand awareness, lead generation, or deeper industry relationships—and tailor your event activities accordingly.

2. Clearly Differentiate Your Offering

Major industry events are crowded, and decision-makers face countless pitches. Vendors must clearly and concisely articulate their unique value proposition, highlighting how their solutions solve industry-specific challenges.

3. Prioritize Effective Follow-Up

Leads generated at events often go cold due to delayed or impersonal follow-up. Establish a structured, timely, and personalized follow-up strategy before the event. Immediate, tailored follow-ups significantly enhance conversion rates and overall ROI.

4. Leverage Thought Leadership

Participate actively in panels, discussions, or presentations to showcase your expertise. Thought leadership positions your brand as an industry leader and organically attracts genuinely interested decision-makers.

Four Key Industry Events to Consider:

• MURTEC (https://www.murtec.com/)
• RLC (https://informaconnect.com/restaurant-leadership-conference/)
• FSTEC (https://fstec.com/)
• National Restaurant Association Show (https://www.nationalrestaurantshow.com/)

How OGC Can Help

As your Tour Guides to the Restaurant Technology Ecosystem, One Goal Consulting provides strategic guidance and support, helping vendors effectively navigate these events. OGC advises on event prioritization, differentiation strategies, lead follow-up methods, and leveraging thought leadership opportunities to ensure optimal results.

Investing in industry events remains valuable, but your success depends on intentionality, differentiation, timely follow-up, and thoughtful positioning. Vendors who approach events strategically will see their budgets yield significant, long-term benefits.