Think BIG: National Restaurant Association Show Highlights

What’s hot right now:

Trends That Stole the Show at NRA 2025

I’m back after a few energizing days on the floor at NRA 2025 where I sampled my fair share of Oreo waffles from client Golden Waffles, banana pudding cheesecake from Tennessee Cheesecake Inc., and ravioli bites from Pastificio Rana. And that’s just a sample of all the good food at the show.

The show was also packed with trends. Here’s what stood out most:

Beverage variations—dirty, spiked and bot-made—are gaining traction across dayparts.
“Swalty” flavors and bold mashups are pushing menus.
Smaller, more shareable portions are shifting how people dine.
Convenience is expanding, with more brands showing up in C-stores and grab-and-go.
Kitchen automation is becoming practical, not experimental.
And across it all, creator-led content and PR storytelling is no longer optional—it’s driving measurable traffic, buyer consideration and consumer demand for all players in foodservice.

We were also grateful for the opportunity to support Golden Waffles at this year’s NRA Show. From the standout booth and branded charging station to the fan-favorite fanny packs and rotating waffle selections, the team’s presence sparked buzz and brought their recent rebrand to life in a big way.

Check out our full recap on the blog.

Industry News: Social SEO is Critical for Discovery

55-of-Gen-Z-and-Millennial-consumers-say-social-media-reviews-are-the-top-reason-they-try-a-restaurant

Social platforms are no longer just for scrolling—they’re for searching.

According to data from Nation’s Restaurant News x Brilli™, 43.7% of Gen Z and Millennial consumers look to social media first for restaurant recommendations—that’s before Yelp and Google (38.6%).

That shift has big implications for restaurants, CPG brands and foodservice suppliers alike. When someone’s building their consideration set—whether they’re planning where to eat or deciding which supplier to reach out to—your content needs to show up in platform search results.

That’s why we’re incorporating social SEO into all our client strategies.

By making small but strategic changes, you can increase your chances of being discovered:

Use plain, searchable language in your captions. Use phrases that consumers actually look for, like “best ranch dressing” vs. a clever tagline.
Include these keywords on your image and video thumbnails to stand out in results.
Pair relevant hashtags with high-quality content to improve visibility within niche searches.
Prioritize short-form videos (90 seconds or less). Instagram Reels are outperforming Carousels in impressions for accounts under 50K followers.
Partner with influencers, especially UGC creators, who offer an efficient way to generate content that resonates and drives discovery — from raw footage to full recipe Reels.

Social SEO is a blend of understanding the algorithms and deeply knowing your audience’s language, needs and intent.

Read the full blog for examples and how-tos.

News we’re noting:

The rise of journalists on Substack with Alexis Benveniste: Independent journalism has been on the rise for years with Substacks growing in relevance. Similar to trade media, Substacks have cultivated niche communities, making them strong outlets to connect with target audiences.
2025 Algorithm Insights Report: LinkedIn Company Pages are averaging just 1–2% organic reach, making individual subject matter experts (e.g., executives) critically important for brand awareness.
More people are searching for Reddit results and some brands are benefiting: Reddit is becoming a powerful social listening tool. With 40% of posts mentioning products or brands, marketers are tapping into Reddit to better understand audience pain points, questions and language—and using those insights to inform content and SEO strategies.
How brands can build trust and relevance during downturns: Staying visible during downturns pays off. Brands that maintain or increase marketing during slow periods tend to come out ahead in sales and market share. In B2B especially, showing up signals stability and builds trust—going quiet can cost you long-term.

Fresh off the press: Client wins

Belle headlines

I’m grateful to share a near-and-dear announcement… I’ve been promoted to Head of Growth and have joined our leadership team. Belle’s Founder, Kate Finley, and I dig into my role, trends I’m seeing, and rapid-fire questions like my dream food collab (spoiler: it’s Dunakroos x Jeni’s Splendid Ice Creams).