Seen and Heard at NRA 2025: Vendors’ Perspectives
The National Restaurant Association Show 2025, held May 17-20 at McCormick Place in Chicago, featured everything from foodstuffs, beverages, equipment and technology solutions. HT editors were at NRA 2025 observing this year’s tech trends and talking with restaurant operators and vendors about what they’ve seen and heard at this year’s show.
Several of the restaurant operators interviewed by HT were at the show looking for new solutions and meeting with existing vendors.
This article details some of the key takeaways from solution providers who attended NRA 2025.
Tech on the Rise
Michael Sien, Director, Enterprise Business Development at Qu, observed a growing focus on restaurant technology. “We’re seeing more innovative, niche companies at shows like NRA than ever before, and that’s a great sign for the future of the industry,” he said.
Niko Papademetriou, Co-Founder & SVP, Sales & Business Development at Qu, noted a surge in back-of-house innovation: "A lot of startups are homing in on the back-of-house, especially inventory and supply chain management. It’s refreshing to see that area finally getting the innovation attention it deserves."
Solving the Traffic Problem
“Restaurants’ biggest problem—or the biggest problem they’re trying to solve this year—is more traffic,” said Jace Kovacevich, Co-Founder of Dishio, citing research from the National Restaurant Association.
Just a few years ago, labor and operations were top-of-mind, but now, he said, the most pressing question is: “How do I get more people through the door?”
Dishio, exhibiting in the South Hall, showcased its marketing platform that uses QR codes to capture guest information, allowing brands to retarget those guests and drive return visits. Kovacevich emphasized that mobile visibility is critical:
“If restaurants aren’t showing up on guests’ phones where they’re spending 5 or 6+ hours a day, they risk being invisible.”
From Visibility to Loyalty: Building Long-Term Guest Engagement
Continuing the conversation around traffic and engagement, Tony Roy, COO and Co-Founder of PopMenu, offered a deeper look at how restaurants are turning short-term visits into lasting customer relationships.
“The big question we're hearing isn’t just how to get people in the door—but how to keep them coming back.”
According to Roy, loyalty is becoming the most talked-about strategy in the industry today—much like online ordering was in 2019. Restaurants are actively asking: “How do I find loyal customers and turn occasional diners into regulars?”
Roy believes that a strong mobile presence, paired with automated remarketing tools, can provide many of the benefits of a traditional loyalty program—without needing to lean heavily on discounts or giveaways.
“The core theme is engagement. Whether it’s a formal loyalty program or smart automation that delivers personalized experiences, the goal is to attract more guests, build relationships, and drive repeat business.”
PopMenu is actively building solutions in this space. Their platform includes an AI-powered marketing calendar that helps restaurants consistently market across channels like email, social, and SMS—automatically and an integration with tools like Square Loyalty.
While driving guest traffic is now a priority, Roy added that restaurants are also seeking more clarity around AI and integrations, driven by the need for efficiency and simplification in day-to-day operations.
Three Key Market Shifts
Benny Tadele, Executive Vice President and President of Restaurants at NCR Voyix, described three major transformations currently underway in the restaurant market:
Guest Experience Transformation: The top question for many operators is how to get guests to return. Re-engagement is more critical than ever.
Operational Throughput: Many restaurants are challenged by throughput, especially with multiple ordering channels. "A restaurant can have three people standing in line and 10 digital orders. How do restaurants prioritize?"
Automation and Data Optimization: Operators are pulled away from the floor to handle tasks like billing, reporting, and inventory—tasks that should be automated. AI and other tools are beginning to relieve these back-office burdens, allowing staff to refocus on the guest experience.
Spotlight on AI and Automation
Operators are just beginning to scratch the surface of what’s possible with AI. On the show floor, many tech vendors showcased AI-powered solutions.
“Everybody is looking for AI or anything to make their lives easier. More and more, operators are looking for tools to make sure they’re working as efficiently as possible,” said Jeremiah Tolbert, account executive at DTIQ, known for intelligent video surveillance and loss prevention.
Among the vendors who showcased their AI tool was Solink. Solink Sidekick AI can be configured to send notifications when specific events are detected by security cameras. For instance, it can send an alert if someone falls to the ground or if the cash register is opened without a customer present. By leveraging AI with video surveillance, Sidekick AI helps address blind spots where human oversight may be limited. “This is where our tool is a real asset,” said Liam Borden of Solink. This tool can be an asset for restaurants combatting internal theft, including unauthorized discounts and voids. “This technology pays for itself,” he added.
Square is beta testing Square AI, a tool designed to give operators deeper insights into their businesses, shared Ming-Tai Huh, Head of Food and Beverage. Additionally, the company plans to introduce surcharging—an option that, while debated, may be critical for survival in states where passing on transaction fees to customers is legal.
At NRA, Square was showcasing its new mobile POS system, purpose-built for the restaurant industry. With a diverse client base—including retailers, restaurants, and hybrid concepts—Square notes that industry trends vary depending on the client.
“If I’m talking with a 150-location brand, the conversation is often about how to simplify the tech stack,” a representative said. “There’s pressure across the industry to streamline operations, but also to identify where to invest for growth.
“For independents, everything feels like it’s on fire. As an independent operator, I have to choose—am I solving for growth through multiple channels, or focusing on staff retention? There’s a full-on assault on your P&L, inventory, supply chain, and ultimately, you're faced with the question: do I raise prices or not?”
Huh, who also operates restaurants in Cambridge, Mass., highlighted Square’s revamped online ordering experience, which enables restaurants to offer first-party delivery with no commissions.
“We allow you to connect with local delivery fleets in your metro area,” he said. “It’s a powerful tool. The menu management system has also been overhauled, giving owners better control. They can now set first-party delivery as the default, guiding their regulars through a branded experience that includes loyalty programs, gift cards, and other integrated services.”
Guest Experience and Retention
Improving guest experience and driving repeat business is top of mind for many operators, tech vendors agreed.
“By far it is more important than ever to recover unhappy guests. It’s at the forefront of a lot of people’s minds. Obviously getting new guests is helpful, but retaining a guest is even more important,” said Julio Avalara, account executive at Ovation, which helps restaurants such as Original ChopHouse manage their online reputation.
Kelsey Verdier, VP of Marketing at Marqii, echoed that trend. “We have always known that guest retention is super important, but with today’s economic conditions, restaurants are focused on guest relationships and guest retention.”
Over the past five years, Verdier has seen a major shift in how restaurants handle reviews and feedback. “The majority know that they need to engage with those guests. It’s just like getting feedback within their restaurant,” she said.
Devin Blackburn, SMB account executive at Paytronix, shared that many operators are happy with current providers but always looking for what’s next. “They’re excited because this is an evolving industry. There is so much to learn, and everything is changing daily. They’re just trying to see what else they can bring into their restaurants to keep their guests happy.”
Looking Ahead
Vendors are already setting their sights on 2026 and next year’s show.
“AI will still dominate the conversation next year. We’re just scratching the surface of what’s possible. The key will be making AI more accessible, measurable and operationally relevant,” predicts Qu’s Niko Papademetriou.