One Week After the National Restaurant Association Show: Reflections on the Future of Restaurant Marketing
- Genevieve Castonguay
- 20 minutes ago
- 3 min read
It’s been a week since I walked the bustling halls of the National Restaurant Association Show —three massive expo spaces, thousands of vendors, and a tidal wave of innovation at every turn. As Director of Marketing at ShopLiftr, I went in looking for answers about the future of restaurant marketing. I left with something even more valuable: clarity.
The future is emotional, digital, and hyper-personalized.
What struck me most wasn’t a single product or pitch, but a recurring theme: The brands that win tomorrow are the ones who tell their story with heart, deliver quality and convenience at every touchpoint, and harness data to turn insights into loyalty. It’s not just about what you sell—it’s how you make people feel, and how you make their lives easier.
A Few Stories That Stuck With Me:
Emotional Branding: I was captivated by James Bonanno’s story of building “Tap Room & Two Broken Bartenders”—a concept that thrives on local relevance and emotional resonance. They crafted buzz before opening day, ensuring guests walked in already invested. It’s a masterclass in authentic storytelling—a reminder that people don’t fall in love with logos, they fall in love with stories.
Reputation as a Living Promise: Laurie Schalow of Chipotle shared how crisis forced their brand to move from “silence to storytelling.” Her words echoed in my head: “A brand is something you build; a reputation is something you earn.”
In today’s world, transparency isn’t optional. It’s the foundation of trust—and storytelling is how we earn (and keep) that trust.
Quality as a Core Value: At Bolay Fresh Bold Kitchen, quality isn’t just a tagline—it’s operationalized, from chef-driven menus to fresh ingredients and data-driven training. The challenge? Turning data into action. That’s where technology meets humanity.
Your Story is Your Superpower: Nathan Sno's session on social media was a wakeup call. Anyone can copy your menu, but no one can copy who you are. The brands that break through clarify their story, hook fast, and stay true to a few core themes—again and again. Spud Bros Express didn’t change their food. They changed how they told their story—and went from one truck to $8M/year.
Digital is the Main Course: From online ordering to loyalty programs, digital isn’t a side dish anymore—it’s the heart of the guest experience. Personalization, seamless journeys, and relevance at every touchpoint are now non-negotiable.
Where Does ShopLiftr Fit In?
As I walked the show floor, it was clear: there’s a gap. Most exhibitors were focused on broad-stroke digital marketing—digital menus on-site, email, social. Very few are thinking about precision, data-driven, omnichannel advertising that bridges the physical and digital.
"That’s our lane. And it’s a lane the industry desperately needs."
We help brands operationalize emotional storytelling—pairing local relevance with digital promotions.
We turn data into action, helping restaurants deliver quality and experience everywhere their guests interact.
We personalize at scale—ensuring every offer, every ad, every message feels like it was made just for you.
The Opportunity Ahead
The restaurant industry is changing faster than ever. The stakes are higher, but so is the potential. If we lead with empathy, lean into digital, and tell stories that matter, we can build brands that people don’t just notice—but love.
I’m more excited than ever to help our partners bridge the gap between physical experience and digital engagement. If you’re ready to tell your story—and make it matter—let’s connect.