Straight from Chicago: What We Learned at NRA Show 2026
The biggest foodservice trade show in the world just wrapped up — and CTG was there.
For the second time, we attended NRA Show in Chicago. This time, with one key difference that completely changed the experience: we went as part of the Official Brazilian Delegation, led by Tanjerin and its CEO Cristina Souza, one of the most important references in foodservice innovation in Brazil.
Before any insight, an acknowledgment is due.
Thank you, Tanjerin.
When you attend a trade show of NRA Show's scale and density — more than 1,300 exhibitors, 53,000 visitors from over 100 countries, four days at McCormick Place — the difference between going alone and going with a well-organized delegation is enormous.
Tanjerin delivered meticulous planning focused on genuinely enriching experiences: the right balance between socialization and networking, technical visits covering every sector (industry, restaurants, marketing, content), and precise curation of keynotes and exhibitor booths. Transfers, badge pickup, navigation tips, keynote schedules — all organized with care.
We say this with conviction: an event guided with that level of planning makes all the difference.
What stood out
Asador Bastian and Chef Doug Psaltis: a masterclass in focus
One of the most memorable experiences for the delegation was the visit to Asador Bastian, named the best steakhouse in North America by the 101 World's Best Steak Restaurants 2025 ranking and 13th in the world. Located in Chicago's River North neighborhood, it is a Basque-inspired operation led by chef-owner Doug Psaltis and his team.
We had the opportunity to participate in a Q&A with Chef Doug, who opened up about the real challenges of running restaurants at the highest level — not just in the US, but with lessons that resonate directly with the Brazilian market.
The central message was powerful: you need to be great at one thing.
In the US, hiring difficulties and labor costs have forced a surgical review of menus and operations. When you expand the scope of what you serve, you add operational complexity and divide the kitchen's focus — which inevitably compromises excellence in the core product. "A split second trying to make a perfect piece of toast takes excellence away from our star," Psaltis summed up. Specialization is not a limitation. It is a competitive advantage.
GLP-1 and the new eating behavior: this is not hype, it is reality
The GLP-1 topic came back in full force at NRA Show 2026 — and we have already written about it here on the Contágio blog. But Chicago made it even clearer that the effects on foodservice are already measurable and growing.
GLP-1 medications such as Ozempic and Wegovy, which suppress appetite and can reduce cravings for alcohol and food, are redefining consumption patterns. According to EY-Parthenon research, 44% of users drink less after starting treatment — and 82% maintain that behavior even after stopping the medication. Estimates indicate that 1 in every 8 adults globally is already using this type of drug.
Chef Psaltis responded intelligently: he operates Andros Taverna and Mano a Mano out of the same kitchen, but for different audiences and occasions. Andros Taverna targets a younger crowd — aperol, accessible wines, casual pasta, lower ticket with high quality and a dynamic atmosphere. Mano a Mano is a casual dining concept with excellent product and a more relaxed feel, attracting families and business meetings. This diversification of occasions reduces dependence on a single audience — precisely the one most likely to be using GLP-1.
The end of alcohol as a pillar of revenue
If GLP-1 is a growing trend, the decline in alcohol consumption is already a consolidated fact — and it was debated intensely at NRA Show.
According to Gallup, the percentage of Americans who say they consume alcoholic beverages dropped from 62% to 54%, the lowest level in nearly 90 years. Generation Z drinks, on average, 20% less than millennials. EY data shows that only half of Americans between 18 and 34 drank alcohol in 2025, compared to nearly 60% two years earlier.
For restaurants, this means alcohol can no longer be treated as a stable revenue line. The space is being filled by mocktails, functional beverages, and in states where it is legal, THC-infused drinks. Brands like Heineken 0.0, Athletic Brewing, and a new generation of zero-alcohol spirits dominated the NRA Show 2026 floor.
Hospitality as the new frontier
One concept emerged repeatedly in the keynotes and conversations throughout the show: hospitality as a strategic differentiator.
In a context where people eat less, drink less, and have endless entertainment options at home, the central question for operators has become: why would anyone leave the house to come to my restaurant?
The answer NRA Show 2026 offered was not menu, price, or location. It was human experience. Connection. The sense of belonging that only happens in person. The restaurants that are growing in the US are the ones that treat hospitality not as courtesy, but as product.
What this means for your business
NRA Show 2026 confirmed what we already believe at Contágio: digital fundamentals are non-negotiable. And for those who still haven't structured them, now is the time.