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.
