Agenda

AGENDA

Explore sessions designed to address today’s challenges and tomorrow’s opportunities, brought to you by the industry leaders who built this agenda—meet them here.

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*All events will take place at the Fairmont Chicago, Millennium Park, unless otherwise noted.

5/14/2025
 

4:00 - 7:30 pm

Registration Open  
 

5:00 - 5:30 pm

First Timers Reception (Operators Only)

Welcome to your first MEG experience! Join us for a special reception tailored for newcomers. Connect with fellow attendees and Steering Committee members as we embrace the spirit of Restaurants Rising and elevate our industry together.  
 

5:30 - 7:30 pm

Welcome Reception

Mix and mingle with friends, old and new, over drinks and light bites.  
 

8:00 - 10:00 pm

Game On: After-Party at Flight Club
Location: Flight Club, 111 W. Wacker Drive, Chicago (0.7 mile walk or 7-minute cab ride)

Following our welcome reception, continue the excitement with an evening of food, drinks, and darts at Flight Club! This stylish venue offers a contemporary twist on darts with Social Darts, bringing the game into the twenty-first century. Enjoy a variety of fast-paced multiplayer games, innovative tracking technology, and instant scoring that unites everyone, from beginners to experts.

No need to play to join the fun—come for the delectable food, refreshing drinks, and the excellent company of fellow attendees. 

Presented by:

5/15/2025
 

7:30 - 8:30 am

Breakfast 
 

8:30 - 9:00 am

Welcome & Opening Remarks  
 

9:00 - 10:00 am

Entertain or Die: Day Trading Attention for the 21st Century

Speaker:
Mike Cessario, Founder and CEO of Liquid Death

Advertising presents endless opportunities, but standing out requires more than just clever ideas. Ask the average person if they could create a hit comedy TV show or build an Instagram account with three million followers, and most would admit it’s no easy feat. Why? Because creating content that truly entertains and resonates is hard work—but it’s also what people care about and remember. In this session, Mike Cessario, CEO and Founder of Liquid Death, shares how embracing an entertainment-first approach to marketing can transform brand awareness and loyalty, generating remarkable results in today’s fast-moving media landscape.

Presented by:

10:00 - 10:30 am

Networking Break  
 

10:30 - 11:30 am

Influencer Marketing
 

11:30 – 12:15 pm

Revolutionizing Restaurants: AI-Powered Hospitality

Speaker: 
Peter Newlin, Partner & Chief Vision Officer, Gastamo Group

In this session, Newlin will explore how AI is reshaping the restaurant industry—moving beyond simple automation to become a strategic partner in decision-making. We'll start by breaking down the rapid advancements in AI, including new models that have exponentially increased computing power and capabilities. Newlin will discuss how restaurants can move past using AI for administrative tasks and instead leverage it as an executive tool to drive profitability, streamline operations, and enhance guest experiences. The key takeaway? Restaurants that embrace AI as a strategic asset, not just a tool, will lead the future of hospitality.
 

12:15 – 1:15 pm

Lunch
 

1:15 – 2:00 pm

Utilizing Data to Understand Consumer Behavior and Eating Habits  
 

2:00 - 3:00 pm

The Creative Edge: Transforming Restaurant Marketing  
 

3:00 – 3:30 pm 

Networking Break
 

3:30 – 4:15 pm

More Juice, Less Squeeze

Speakers: 
Michael Parlapiano, Managing Director, The Culinary Edge
Betty Kaufman, Strategy Director, The Culinary Edge

As the industry continues to recover from the pandemic, rising commodity costs, and inflation, the competition for consumer spending has intensified. In 2025, the challenge is to deliver more for less, injecting greater perceived value into offerings and experiences while simultaneously reducing costs within the value chain.

This session will explore how brands are navigating this new battleground by designing innovative strategies and menus that set them apart from competitors and deliver unique value beyond just price. Join us to discover the tactics and approaches that are helping brands win in this new landscape, ensuring they provide exceptional value to consumers in a cost-effective manner.

6:00 pm

Transportation to Spirit of Navy Pier
 

6:30 – 9:00 pm

Celebration Cruise aboard The Spirit of Navy Pier

Experience the magic of Chicago from the water with the City Cruises Spirit of Navy Pier! After a productive day, unwind with stunning skyline views and indulge in a delicious meal on this unforgettable evening cruise. With three climate-controlled interior decks, a rooftop lounge, and full-service bars, it's the perfect setting for networking, relaxation, and enjoying the beauty of the Windy City.

5/16/2025
 

8:00 – 9:00 am

Breakfast
 

9:00 – 9:05 am

Steering Committee Recognition  
 

9:05 – 9:45 am

Craveable Conversation: Fireside Chat with Chili's CMO

Moderator:
Nancy Kruse, President, The Kruse Company
Speaker:
George Felix, CMO, Chili's Grill & Bar

At a time when many of its primary competitors are struggling to survive, casual-dining pioneer Chili's has pulled off the most dramatic about-face in restaurant memory, notching an epic 31% growth in same-store sales in a recent quarter. What were the key marketing ingredients in this remarkable comeback, and which strategies were most effective in creating buzz and driving traffic?

Join us for a candid conversation on the subject with the most in-demand marketer in the business, Chili's CMO George Felix, and returning MEG favorite Nancy Kruse. Together, they'll discuss the critical factors in the turnaround and their implications for other restaurant-brand marketers.
 

9:45 – 10:00 am

Transition to Roundtable Discussions  
 

10:00 – 11:45 am

Roundtable Discussions

A key networking opportunity for MEG attendees is our curated roundtable discussions, where you can share best practices, solve issues, and engage with industry peers. Each roundtable session is moderated by a subject matter expert who will facilitate and guide the discussion. Attendees can choose up to three topics to participate in, each lasting 30 minutes, with a 5-minute rotation.

Topics include:

• Table #1: The Future of Catering: Trends and Tactics for Success
• Table #2: Smart Spending: Navigating Media Budgets in a Digital Age
• Table #3: Optimizing your Loyalty Program
• Table #4: From Insights to Action: Leveraging Guest Data
• Table #5: Starting your Loyalty Journey
• Table #6: Community Connect: Elevating Local Store Marketing
• Table #7: Crafting LTOs: Ideas to Execution
• Table #8: Streamlined Success: Marketing & Ops Collaboration
• Table #9: Driving ROI: Metrics that Matter
• Table #10: Marketing Strategies for New Restaurant Openings
• Table #11: Brand Evolution: Shifting Your Positioning
• Table #12: Maximizing AI Potential
• Table #13: Climbing the Marketing Ladder: Career Development

11:45 – 12:00 pm

Break  
 

12:00 – 1:00 pm

The Purpose Pursuit

Speaker:
Amanda Brinkman, Creator, Producer and Host of the Emmy-nominated Small Business Revolution (HULU); Award-winning Marketing Executive and Storyteller; Small Business Advocate; Leading Authority on Branded Entertainment; Forbes contributor and respectable water-skier.

In today’s restaurant industry, where stress is high, turnover is common, and staying competitive feels relentless, it’s easy to lose sight of the deeper “why” behind what we do. Amanda Brinkman is here to change that.

As a seasoned marketing visionary, Emmy-nominated filmmaker, and a passionate advocate for purpose-driven work, Amanda brings a fresh and inspiring perspective on how we can see meaning in our work. In this keynote, Amanda won’t just talk about finding purpose—she’ll challenge you to rethink what purpose even means.

You’ll hear real-life stories and actionable insights from Amanda’s career helping brands connect with their audiences in ways that truly matter. She’ll break down why purpose isn’t a far-off goal, but something found in the small, powerful moments happening every day in your work—whether it’s creating campaigns that resonate, inspiring your team, or serving your customers in ways that go beyond expectations.

This isn’t about fluffy ideals or abstract concepts. It’s about discovering how purpose can strengthen your team and deepen the connection between your brand and your customers. By the end, you’ll leave with fresh energy, and a clear sense of how to infuse meaning into every part of your work. Get ready to be challenged and inspired!

1:00 pm

Closing Remarks