If there’s one constant in the restaurant technology space, it’s that we love a good trade show. The lanyards, the branded swag, the speaker panels, Schatzy & Jimmy on their Hospitality Hangout podcast, it’s a ritual that’s deeply ingrained in how this industry connects and grows.
But lately, I’ve been asking myself a question. Are we actually getting what we need out of these events? Or are we showing up just because it’s what we’ve always done?
From my perspective, and from what I hear in conversation after conversation with operators and vendors, the trade show model is overdue for a real rethink.
Let’s start with the good. Many operators genuinely enjoy the speaker panels. The conversations are usually thoughtful, and there’s value in hearing what other leaders are trying, learning, and navigating. That said, one comment I hear a lot is this: it’s always the same people on stage. Familiar voices have their place, but the industry is hungry for fresh perspectives too.
Here’s another consistent complaint. Despite the cost and effort it takes to attend, most operators barely get any time on the show floor. That’s the part that’s supposed to connect them with new solutions. When it gets squeezed into the margins, everyone loses. Especially the newer vendors who invested heavily just to be there and barely get seen.
It’s easy to understand the optimism of first-time vendors. They show up expecting to gather dozens of hot leads, meet decision-makers, and maybe even walk away with signed deals.
But the reality looks different.
Trade shows are about building relationships. You are starting conversations, not closing contracts. And when you factor in travel, booth expenses, sponsorship costs, and internal resources, the return on investment becomes difficult to justify if your only measure is lead count or immediate revenue.
This is not a warning to stay away. It is a reminder to enter with the right expectations.
Here’s a stat that stopped me in my tracks. Zach Oates from Ovation recently said he attended 17 shows this year. That is more than one a month.
Zach is not alone. And while the energy and visibility are admirable, it raises a larger question. Are we doing too much?
The more we overload the calendar with shows, the harder it becomes to deliver value at any one of them. Vendors stretch their budgets thin. Operators struggle to choose which ones to attend. And the market gets flooded with booths and badges, but fewer true outcomes.
More shows does not mean better results. What we need is a smarter approach.
Nobody is saying trade shows should go away. They serve a purpose. They help build relationships, create space for industry conversations, and allow companies to introduce themselves in person.
Heck, at FSTEC, we got to explore a cool "Tech Passport" promotion with some Honda Motocompactos that our clients and the whole show genuinely enjoyed!
But the current trade show structure is flawed.
Panels dominate the schedule. Expo hours get squeezed. And vendors are often left hoping someone wanders by their booth in the last hour of the day.
What if we reimagined the format?
Imagine curated tours of the expo floor based on operator interests. Imagine scheduled matchmaking that brings together buyers and solution providers based on real challenges. Imagine sessions designed for hands-on problem solving instead of just presentations.
We could create an environment where relationships begin with shared goals and mutual value. That is a better use of everyone’s time.
The risk of continuing with business as usual is not small. Operators may stop attending. Vendors may stop investing. And the shows could become echoes of what they once were.
The good news is, we do not have to let that happen.
If we work together to create more intentional, focused, and modern events, the result could be even better than what we are used to. Better conversations. Better exposure. Better outcomes.
This is not a complaint. It is a call to explore what comes next.
Let’s move the industry forward.
- Matt H.