Toast at the 2023 National Restaurant Association Show brought the annual campaign to life, transforming it into an engaging, multi-concept in person space that became the most highly trafficked booth in the pavilion throughout the four-day event.
Objective
Our goal was to establish a standout presence at the National Restaurant Association Show by showcasing Toast's products in compelling ways that encouraged demos, drove lead generation, upsells, and referrals, launched two new products—Order with Google and Toast Tables—facilitated in-booth podcasting and videography, and made Toast’s customers feel like a top priority.
Results
We exceeded expectations at the National Restaurant Association Show by breaking away from the typical tech company approach. Instead of a standard exhibit, we designed a pavilion space that authentically reflected real restaurant environments, allowing us to connect more deeply with our target audience—restaurateurs. Our objective was to showcase Toast's product suite in a way that resonated with the diverse needs and experiences of different restaurant types, so we created a "restaurant of the future" with dedicated Quick Service, Full Service, and Drive-Thru models.
Spanning a 20x60 space, our innovative design featured key elements like a fully interactive Demo Bar, where attendees could experience Toast's full product suite in a live, relatable setting. Specialized areas for Quick Service and Full Service Restaurants highlighted tailored capabilities for each type, while a dedicated Customer Café offered exclusive swag and hosted live podcast recordings with industry influencer Shawn Walchef, generating buzz and drawing significant foot traffic.
One standout attraction, the "Swag Bakery," was strategically positioned to face our top competitor, using enticing giveaways to draw in attendees and elevate brand awareness. This tactic significantly boosted booth traffic and facilitated valuable prospecting conversations. The booth also served as a launchpad for key products like Order with Google, Toast Tables, and the Delphi drive-thru experience, all brought to life through engaging on-site activations.
Our efforts culminated in a must see destination, surpassing targets for lead generation, upselling, and customer referrals, making the activation a resounding success.
