The Future of Food: Creative Insights from the 2026 National Restaurant Association Show

Walking the floor of McCormick Place in Chicago for Day 2 of the 2026 National Restaurant Association Show this past Sunday, May 17th, one thing was immediately clear: the energy in the foodservice world is completely unmatched right now. The crowds were huge, boisterous, and highly energized, buzzing with bold flavors and fresh concepts.

At Deforest Group, we don’t just observe the food industry; we immerse ourselves in it so our creative strategies remain a step ahead. We spent the day connecting with brands, operators, and industry leaders, having insightful conversations about an ever-evolving industry and how it impacts both product development and customer attitudes. Amidst the nonstop inspiration from across the foodservice world, a few major themes emerged that every modern food brand needs to embrace.

AI and Robotics are Redefining Table Stakes 

The Technology Section featured staggering leaps from just a year ago. Artificial Intelligence was undeniably a major focus for countless vendors, driving smarter operations and data-driven customer experiences. Alongside AI, robotics stood out as a much stronger presence this year. It's clear that operators are actively looking for ways to improve efficiency in both the "back-of-house" and the "front-of-house"—we even saw robotic servers smoothly navigating the floor to perform live demos.

But as technology accelerates the operational side of food, brands must ask themselves: is our marketing keeping pace? Just as restaurants are utilizing these cutting-edge tools to serve customers faster, we are continually integrating advanced digital tools and AI into our own workflows to slash content development time and elevate visual storyboards, ensuring our clients’ creative campaigns are as innovative as the products they sell.

The Undeniable ROI of Bold Booth Design 

Walking the massive exhibit halls, a clear pattern emerged regarding audience engagement: the booths pulling the most traffic were the ones anchored by bold, compelling designs. In a sea of competitors, how you design and outfit your space with high-quality, large-scale graphics plays a pivotal role in your trade show success. Exceptional visual strategy is what makes attendees stop in their tracks, turning a quick glance into a meaningful business conversation.

Service and Culture Drive the Brand 

Beyond the floor exhibits we also attended several impactful sessions to hear from thought leaders. A major highlight was Andre Agassi, who delivered a rousing keynote. He spoke profoundly about how true success ultimately becomes about service, a mindset that mirrors the absolute best in restaurant leadership—shaping culture and creating environments where people thrive. For us in the creative space, it’s a powerful reminder that every piece of packaging, every social post, and every catalog we craft is an extension of that service. We aren't just selling food; we're communicating a brand's core culture to the consumer.

Is Your Content Hungry? 

With so much competition and innovation, standard marketing is no longer enough. Visual strategy for the modern food brand has to be mouth-watering, immediate, and deeply strategic. Whether you're launching new packaging or redefining a legacy brand, your visual identity needs to cut through the noise of a crowded grocery shelf.

For our clients and partners who couldn't make it to the NRA Show this year, we’ve brought the insights back to Deforest Group, and this post is our way of sharing just a taste. Let’s connect and discuss how the trends of 2026 can fuel your brand's next big creative leap.