Dishing on Events: 13 Takeaways from TSNN’s Trade Show Talk Podcast with Lisa Malikow, Senior VP, Restaurant ShowDishing on Events: 13 Takeaways from TSNN’s Trade Show Talk Podcast with Lisa Malikow, Senior VP, Restaurant Show
This month’s guest serves up the inside scoop on producing the world’s largest foodservice trade show, attracting 53,000+ attendees and 2,300+ exhibitors in May to McCormick Place in Chicago.
August 6, 2025
A self-described foodie, National Restaurant Association Show Senior VP Lisa Malikow landed her dream job at the National Restaurant Association in 2008, when she was hired to launch the International Wine, Spirits and Beer Event, a show within a show that focused on the adult beverage segment in foodservice.
Fast forward 16 years (and three ownership changes later), today Malikow leads the foodservice industry's biggest gathering that brings together industry stalwarts from more than 110 countries.
In an exclusive conversation with Malikow, we explore the intricacies of producing the annual foodservice trade show that attracted 53,000+ attendees and 2,300+ exhibitors to McCormick Place May 16-19. As part of the Informa Connect Foodservice team, Malikow collaborates with a team of editors and works closely with Tom Cindric, the sector’s president of exhibitions.
Hosted by Danica Tormohlen, the August episode of Trade Show Talk delves into keeping the 104-year-old trade show fresh, the pivotal role of curated experiences, and a sneak peek at what her team is planning for next year’s show.
Here's our curated list of 13 revealing highlights from our conversation. Listen to the full podcast here.
How she landed in the trade show industry: After graduating from DePauw University with a B.A. in Communications, Malikow, who grew up in the Detroit suburbs, knew she wanted to move to Chicago. “I needed a job, and I took the first one I got, which was at SmithBucklin [an association management company that produces a number of trade shows],” she said. “Dave Weil and Buffy Levy offered me a job. I took it, and I never looked back. I loved it right away.”
First show she worked on: North American Association of Food Equipment Manufacturers (NAFEM) Show
Insider observation: What was notable at this year’s show? “What I really noticed was all the different things that were happening in AI that our exhibitors were showing. That technology was exploding throughout the foodservice industry. So everywhere you looked, it was technology,” she said.
Gamification goes next level: New in 2025, an interactive Plate Drop Prize game added an unexpected element of fun for participants, sparking excitement and engagement among attendees. "It's not just about the prize," she said. "It’s about creating those unforgettable moments that get people talking." Watch a video of the game here.
Curated experiences: Restaurant Show worked with its marketing agency mdg to introduce pre-show quizzes aimed at personalizing attendee experiences. “One of the things we talk about all the time is how we try to make a large event feel very intimate and how we can help our attendees make it a personalized experience,” she said. How it worked: attendees answered a series of questions and were served up a short itinerary with a curated list of exhibitors, a few things to do in the city of Chicago, and networking and education offerings. The result: “About 20% of the people we sent the e-mail to responded and took that quiz,” she said.
New take on tours: A different spin on the show floor tour: Restaurant Show offered guided tours led by editors from Nation’s Restaurant News and Restaurant Business Magazine for the first time in 2025.
Leading MATSO: Serving as the Chair of the MATSO (Major American Trade Show Organizers) Council within IAEE, Malikow plays a pivotal role in addressing key challenges faced by large show organizers, such as rising operational costs. Each year, MATSO meets at a member’s event for a behind-the-scenes tour, as well as education and roundtables. This year’s host: PROMAT. The 2026 event and location will be announced later this fall.
Best meal this year and where it was: Mother’s Day Brunch at 504 Kitchen in Glen Ellyn, Ill. Her favorite: The French toast.
One restaurant on her wish list: Kasama, a bakery and modern Filipino restaurant from chefs Genie Kwon and Timothy Flores located in the East Ukrainian Village neighborhood of Chicago.
One thing you might not know about her: She was a Division III Academic All-American athlete who played field hockey at DePauw.
One show on her bucket list: SIAL Paris, a biennial trade show for the food industry held in France
Podcast pro: In May, Malikow was a guest on the Restaurant Influencers podcast titled “What It’s Like Putting on a Restaurant Show That’s Bigger Than 12 Football Fields.” Listen to it here.
Looking ahead: What’s she planning for next year’s show? “An emphasis on curated content for restaurateurs,” she said. “We’re launching our call for topics in August, and I'm excited for our keynote announcement that's going to be happening this fall.” Plus, the show is revamping its Discovery Theater in the South Hall. Stay tuned.
Subscribe to Trade Show Talk on your favorite streaming service for more insightful conversations with industry leaders shaping the future of exhibitions and events. Stay tuned for the next episode, coming in September.
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