Geoff Alexander

Geoff Alexander
President and CEO
Wow Bao
Nine days after graduating from the University of Wisconsin-Madison in 1993, Geoff Alexander joined Lettuce Entertain You Enterprises (LEYE). After two decades of working on multiple concepts within LEYE’s portfolio, Alexander took over LEYE’s three-unit Wow Bao concept in 2009.

In 2010, under Alexander’s leadership, Wow Bao had revolutionized the way diners would interact with restaurants by being a leader in technology and social media. Alexander implemented mobile & desktop ordering, installed self-ordering kiosks, pioneered a mobile gift card & loyalty program, added bicycle delivery, as well as domestic shipping, and turned Wow Bao into a well-respected social media influencer. Wow Bao was one of the first Chicago brick & mortar restaurants to take to the streets with its BAO-Mobile.

Alexander has overseen Wow Bao’s inclusion into airports, NFL/MLB/NHL/NBA stadiums, university campuses, music venues, and more than 300 grocers sell Wow Bao’s frozen retail line.

In 2018 Alexander changed the landscape for fast casual dining by introducing Wow Bao 2.0 – a fully front of the house tech enabled environment, where guests order via an iOS or Android device, and pick up their food from an animated personalized cubby.

Shortly after being named to Nation’s Restaurant News 2020 Power List, Alexander evolved the restaurant industry once again by launching 100 Wow Bao Dark Kitchens in more than 60 cities in just six short months. This new extension of the business is not only allowing Wow Bao to grow a national footprint, it’s also helping restaurant operators across the nation grow top line sales and increase bottom line profits.

Speaking in:

Monday
January 17
11:00 am11:20 am
Expo Hall
Conversations surrounding off-premises, delivery, and remote ghost/dark/cloud kitchen alternatives have been increasing steadily in the foodservice industry. How do you choose which option will work best for your business, and when you make that decision, how do you invest and implement a plan to move forward? Many brands have opted for new revenue streams using these methods and in this session… Read more