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Opening Keynote / Wednesday / March 30, 2022 / 4:10 PM

Bootstrapping Your Brand to the Big Time

Wow Bao President & CEO Geoff Alexander takes the stage to reveal how he has grown his brand from one unit to over 600 by relying on technology as well as a creative business model. Geoff, who has taken Wow Bao from traditional Brick & Mortar locations to airports, sport stadiums, college campuses, grocery, and more, launched a dark kitchen model like no other. Geoff will share a bit of his strategy, touching on what it takes to transform a small business into a thriving brand despite a pandemic, labor shortages, supply chain issues and rising food costs.


Geoff Alexander | President & CEO | Wow Bao
Geoff Alexander joined Chicago-based Lettuce Entertain You Enterprises (LEYE) in 1993 and following his work on multiple concepts within LEYE’s portfolio, he took over LEYE’s Asian concept, Wow Bao in 2009. A pioneer in both technology and social media, Geoff redefined the fast casual space by implementing mobile ordering, self-ordering kiosks, bicycle delivery and nationwide shipping. Geoff has overseen Wow Bao’s inclusion into airports, major sports stadiums, university campuses, music venues, grocers around the country sell Wow Bao’s frozen retail line. Shortly after being named to both Nation’s Restaurant News’ Power List and Most Influential Restaurant CEOs in the country, Geoff changed the game in the restaurant industry once again by creating Wow Bao Now; launching more than 500 Wow Bao Dark / Virtual Kitchens in more than 400 cities in less than 18 months.
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