How B2B Companies Can Break Into Restaurant Chains: Your Game Plan Before NRA 2025

With the National Restaurant Association Show 2025 approaching, thousands of vendors are preparing to meet chain restaurant decision-makers. But success requires more than just showing up.

For over 90 years CSG has been helping B2B companies navigate the complex world of multi-unit restaurant sales, and we know that strategic preparation makes all the difference.

The Restaurant Landscape in 2025

According to the National Restaurant Association, in 2023 the restaurant industry reached $997 billion in sales in 2023, up from $799 billion in. However, challenges persist:

• The Bureau of Labor Statistics states that labor costs increased 13.2% from 2019-2023.

• Average profit margins decreased from 6-10% before the pandemic to only 3-5% in 2023, as reported by Technomic.

Chain restaurants need partners who understand these pressures and offer real solutions.

What Chains Are Looking For Now
Recent research shows that 65% of restaurants planned to increase technology budgets, according to Hospitality Technology’s 2023 report. Their focus is shifting toward:

• Labor optimization solutions

• AI-powered inventory management

• Sustainable packaging alternatives

• Integrated supply chain platforms

• Customer data unification

There’s clear demand for innovation. The 2023 Toast Restaurant Success Report found that 95% of restaurateurs agree technology improves business efficiency. Meanwhile, the National Restaurant Association reported that 63% of consumers say restaurant technologies make their experience more convenient.

Why Selling to Chains Is Different

When targeting chain restaurants, consider these key differences:

1. Multiple decision-makers: B2B purchase decisions often involve 6–10 stakeholders, as noted by Forrester Research in 2023.

2. Complex buying process: 77% of B2B buyers described their latest purchase as “very complex or difficult,” according to the Harvard Business Review.

3. Extended evaluation cycles: Larger chains typically spend 4–6 months evaluating major tech investments, based on the Deloitte Restaurant Industry Analysis.

4. Integration requirements: Your solution must work seamlessly within their existing tech ecosystem.

What works for independents won’t cut it with chains. Generic sales approaches fall flat.

Your Pre-Show Strategy

Preparation is everything:

1. Build your target list using CSG’s Chain Restaurant Premier to pinpoint ideal prospects.

2. Research their challenges and stay informed on their tech stack and expansion plans.

3. Pre-book meetings – Exhibitors who reach out before the show are 46% more successful at converting leads, according to the Center for Exhibition Industry Research.

4. Develop chain-specific talking points – Tailored messaging wins.

Making the Most of Every Interaction
According to the Center for Exhibition Industry Research, 85% of show attendees are decision-makers and 80% are actively seeking new products and solutions. Every conversation counts:

• Ask about their unique operational challenges

• Speak their language: consistency, scalability, and ROI

• Capture detailed insights for effective follow-up

After the Show: The Critical Follow-Up
Harvard Business Review research shows that reps who follow up within one hour are 7 times more likely to have meaningful conversations. Yet many exhibitors neglect follow-up entirely.

Post-show, your strategy should include:

1. Personalized outreach referencing real conversations

2. Multi-stakeholder engagement with help from Chain Restaurant Premier to identify all decision-makers

3. Value-driven content aligned with their business needs

4. Pilot proposals to demonstrate ROI before full rollout

Salesforce Research reveals that while 80% of sales require five or more follow-ups, 44% of salespeople stop after just one. Don’t be one of them.

Building Long-Term Chain Relationships

Success at NRA isn’t about collecting business cards – it’s about starting strategic relationships that evolve into long-term, multi-location partnerships.

Position yourself as a problem-solver for today’s chain challenges. With accurate data, a strong strategy, and persistent follow-through, you can rise above the noise and become a trusted partner.

Stop by Booth #5306 to see Chain Store Guide’s restaurant data in action and leave with actionable intelligence on your ideal chain prospects.