The return to Atlanta is a special occasion for NAFEM’s executive vice president Deirdre Flynn – the 2007 show was also the first one she worked on. “Yes, I am excited to be back; there have been big changes in Atlanta since then. The campus, which hosts the Georgia World Congress Center is a beautiful facility that works out really well for us in terms of planning and space,” she explains.
More than 600 companies are slated to exhibit at the show in Atlanta and organizers are expecting a total of 20,000 participants across the three days, equally split between visitors and exhibiting staff. There’s a sense that the wider industry is back on track after an understandably somewhat tumultuous period around the time of the pandemic.
“In 2023 we were lucky to be out of the pandemic, and out of lockdown after having had to cancel the 2021 show. We bounced back just the way we hoped with a spike in attendees and participation, but for this one it really feels like we’re back and the industry is back.” Those planning to visit should plan for a busy time, whether they attend one, two or all three days. There is a lot to take in.
What’s hot, what’s cool?
The show will see the return of the ‘What’s Hot, What’s Cool’ gallery, showcasing the best in new innovation in foodservice. Out of 120 applicants, 43 products have been selected to feature in the gallery. “They have met the criteria for operational efficiency, cost effectiveness and a static appeal and they are all new products to the industry,” explains Flynn.
There will be guided tours from the gallery, taking in visits to 10 or 11 of the products and going from booth to booth to learn more about the individual products. “This is not to sell the products,” says Flynn, “but to learn why the products were included in ‘What’s Hot What’s Cool’ and why it is innovative to the industry and also the thinking behind the product.” Attendees will also find an improved and expanded set-up for the Center Stage educational area, which was introduced in Orlando in 2023. The educational theater provides a space where attendees can come to learn and hear speakers and presentations. Flynn describes it as “our own little broadcast studio where there will be panel discussions on a number of topics and speaker led sessions, interviews with notable leaders from the industry,” she says. “We are trying to gear the education towards the operator, the dealer and the consultant.”
The social network
The two major social events for all attendees remain – the kickoff party will be in the Congress Center on the Tuesday evening and the NAFEM party on the Thursday will be hosted in the Mercedes Benz Dome opposite the Congress Center; with entertainment provided by One Republic.
For 2025, Atlanta chef Nick Barrington has created the first US Culinary Open competition, which will be on the show floor and see 12 chefs from around the world competing. With so much to do and allowing for time to re-connect with industry friends and colleagues and meeting new contacts, crucial to making the most of the days at the NAFEM show is planning your time and the expanded app is a vital tool. All exhibitors at the show can add pieces with information about their products and their services in addition to listing new products in a special new product page section.
This year, the app allows for what Flynn calls the reverse lead retrieval opportunity for those occasions where you are not able to connect on the day when you visit a booth to learn about a product. “The booth may be very busy when you are there or you may not have the time to stop but you want the information,” says Flynn. There’s a solution to this.
“Every booth will have a QR code that the attendee can scan and get the exhibitor’s information from. If the person you want to see is busy and you don’t have the chance to speak with them you can get in touch afterwards. We often get contact from people after the show asking us to connect them with specific booths and this makes it easy.”
The theme for NAFEM in 2025 is Finding your Wow. “I love our theme this year,” says Flynn. “What are those wow factors that you are going to find as you are walking the floors? NAFEM is a pretty show, which sounds crazy when you consider all that stainless steel, but it is a pretty show.”
Substantial growth
Much has happened in the foodservice industry since the show was last in Atlanta 18 years ago. For starters, 2007 was the last time the show took place in the fall. “It used to fall anytime between Labor Day and Halloween, depending on availability of the halls. And people were always asking when it would be; there were a lot of things to take into account, including national holidays and religious holidays, that made it challenging. So it was decided to move it to first quarter and the beginning of February.”
In 2007 there were closer to 500 companies exhibiting so it has grown substantially in the time since. Attendance has hovered between 18,000 and 21,000 over the years.
“What was significant in 2023 was that it was the first year we had more attendees than we had exhibiting personnel,” says Flynn.
“We have obviously expanded product categories, in 2007 high speed cooking was only just coming on to the market for example,” she adds.
Atlanta as a city has also evolved a lot over the years. “It has really grown tremendously as a culinary city and a Michelin Guide city too now, in terms of restaurants. You only have to look at the development that has happened in midtown and downtown,” she says.
“There’s a tremendous amount of history in Atlanta too, so I think that all of that pulled together means people will see a very different Atlanta to what it was before. It is just an incredible food city, very neighborhood-centric and of course with a large variety of cuisines available.”
So, how can attendees make the most of their time at the show? “First, get yourself on the app, which can be downloaded from 13 January. Start mapping out your course and your time,” she says.
The app will be live until November 2026 so access will continue, which makes it valuable as a source of information beyond the show itself. “Check out the education schedule too; it can be a nice way to rest your feet and take a break while listening to something that is important to you. The education center is an opportunity to network and make contacts.”
For those visiting The NAFEM Show for the first time, there will be a first timer session on the opening day in the center stage educational area to let people know about the things they should be checking out and answer any questions they may have.
Take your time
Finally, and it hardly needs stating for those accustomed to walking the floors of the NAFEM Show, wear comfortable shoes. This will help you get around and see all there is to see. “Take the time to go to every nook and cranny of the show floor. Take the time to go and see someone new that you have not met before or don’t know about already.”
T here’s always a buzz around The NAFEM Show, as a key event in the foodservice calendar and this year is no different. “We are hearing that people are excited that it is a different venue, excited about Atlanta because they haven’t been in a while. This is nice – we are trying to change it up, keep moving forward and looking ahead,” concludes Flynn. “We don’t worry about what was five years ago. Let’s keep moving the industry forward and I think that is what the show this year reflects”
So, go ahead, get yourself to Atlanta and find your Wow at the NAFEM Show.
Tina Nielsen
The Manufacturers’ view:
LAURA GUTKOWSKI CSFP, director of marketing, Traulsen
Traulsen recognizes the NAFEM Show as our best opportunity to showcase our products to influential decision-makers across all aspects of the foodservice industry. From the enduser operators to the design community to our valued dealer partners, we believe our presence at the NAFEM show is critical to sharing our message about the importance of engineered refrigeration. We are looking forward to educating our industry friends on the latest Traulsen innovations and also enjoying time spent networking with customers, colleagues and friends.
MEGHAN ECHELBERGER, advertising production team leader, Hatco Corporation
The NAFEM Show offers us unparalleled opportunities to showcase our brands and equipment innovations, connect with existing customers, network with potential new customers, and expand our brand awareness in the industry. It also provides valuable insights into market and industry trends, which help guide our strategic planning and support our growth. In 2025, Hatco Corporation will celebrate its 75th anniversary, a milestone for our company. For the first time at The NAFEM Show, all the Hatco Corporation brands – Hatco, Ovention, FWE, and American Range – will be showcased together in the booth. We will also be featured in the ‘What’s Hot, What’s Cool’ gallery. We are eager to connect with our industry peers and continue supporting the foodservice industry with their equipment needs. We’re debuting some exciting things at booth #1024 and we can’t wait for everyone to experience what we have planned.
CHRISTINA WEGNER, VP of marketing, The Vollrath Company
The NAFEM Show is an essential platform to engage with our partners, consultants and customers. It allows us to establish meaningful connections, understand industry needs, and collaborate on delivering solutions that drive efficiency and quality. We’ve been working on innovations that respond to some of the challenges faced by operators and consultants and our new offerings will resonate well. We want to ensure that consultants get a clear understanding of how our solutions can help elevate the quality of their foodservice projects.
MEGHAN DARO, VP of consultant services, The Middleby Corporation
We always look forward to The NAFEM Show; the participants and attendees are exceptional. There is a positive energy and it’s great to be with our colleagues and customers. There is always high interest from attendees to learn about the latest trends in the commercial kitchen. Booth visitors are truly interested to learn about what’s ahead for our industry. We are looking forward to the excitement in our booth, highlighting new products that address food preparation, beverage trends and digital innovations. We will showcase automation and IoT advancements in several cooking concepts. We expect our coffee solutions to be busy and we are excited to feature ice, frozen beverage and ice cream. Finally, we will feature Innovation Alley, allowing us to bring the best of all Middleby brands together in one area. We can’t wait to host visitors and show them what’s new in food, beverage and technology at our booths 5518, 5618 and 5718.
