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Keynote speaker MFE

Keynote Super Session

Monday, March 9

Keynote starts at 10:00 am
Seating begins at 9:30 am
First Floor – Ballroom AB

Sponsored by:


Shawna-SuckowConsumer Trend Watch 2020:

What’s Here, What’s Next, and What’s Possible?

Presented by: Shawna Suckow
Keynote starts at 10:00am

There’s one constant today: Change! These are great times to be in the foodservice industry, but keeping on top of trends is more of a challenge than ever. Technology constantly evolves, consumer behavior continuously confounds, and there’s disruption in areas we used to think were unshakeable.

Workforce shortages. Customer service trends. Consumer preferences. Digital Marketing. Hospitality Industry Disruption. Consolidation. Market Shifts. Political Upheaval.

Join Shawna as she shares her latest findings on both national and consumer trends that are already here, the trends we can expect next, and the potential disruptors that are possible in coming years—all things that can impact your success in the next five years.


  • Discover what disruptions are poised to impact the economy and our culture in the immediate future, so you can be proactive, rather than reactive.
  • Gain an edge by learning insider secrets and coming shifts in reaching consumers, so you can adapt and prepare - on any budget.
  • Learn about new trends outside the foodservice industry that could impact how we do business in the future.

About Shawna:

Hi, I’m Shawna Suckow, and here’s some inside info on me. I’m a speaker and emcee with some serious knowledge of consumer behavior. My style has been described as relatable, authentic, insightful and a fun delivery of serious facts. I was a million-dollar B2B buyer in the hospitality industry for over 20 years. In 2008 I founded an association of B2B buyers, which now has over 2,500 members across North America. I began studying B2B and B2C consumer behavior in earnest in 2009, and speaking to audiences of salespeople, marketers and retailers who were frustrated with the shifting marketplace and the influences of technology. I have written three books, two of which have become best-sellers (can’t win ‘em all, I guess). What I’m proud of: I’ve now spoken on 5 continents in 16 countries, helping businesses to understand the ever-evolving customer landscape. Honors include being named to the Global Top 100 Women Business & Tech Speakers, Planners' Favorite Speakers lists of 2014 and 2015, and Top 8 Speakers of 2013 (along with James Earl Jones!). Three memorable things about me: I played in the World Series of Poker Main Event in 2015. I am so good at parallel parking, I should get a trophy. Due to a freak badminton injury, I now wear one contact lens. When I’m not on the road: I’m back in Minnesota fighting off snow or gigantic mosquitoes (a.k.a. our two seasons). I live with my husband (a weekend Elvis Impersonator), my two teenagers, and my goofy golden retriever named Henry Jones, Jr.

MFE Education Session

Getting Above the Noise

How Restaurants Can Stand Out and Be More Memorable in Today’s Overly-Marketed Marketplace

Presented by: Shawna Suckow, CMP
Monday, 8:00 – 9:00 am
Cost: $69

There’s never been a time where our culture has been more saturated with marketing messages from every angle, every minute of the day. Translation: there’s never been a more challenging time for restaurant owners trying to get  the attention of potential customers.

As consumers, we’ve all grown savvier about blocking and ignoring what we deem to be irrelevant messaging, and grown intolerant with interruption marketing. We don’t make ANY purchasing decision until we’re darn good and  ready. The key, then, is to be the one they remember most when they’re ready to spend.

How can you break through this cluttered marketing landscape to get the attention of your desired audience and become the most memorable? Join Shawna in this eye-opening session that will leave you will fresh ideas to  address your marketing challenges, and ultimately get more feet through the door.

Participant Outcomes:

  • Emotion is one of the most powerful drivers of human action. Food is an emotional experience. Learn new techniques to capture emotion and harness it to impact your bottom line.
  • Experience several real case studies from restaurants that created successful marketing campaigns on all types of budgets
  • Discover the latest consumer trends that you can adopt for greater success
  • Learn what’s NOT working, so you can re-purpose valuable resources more effectively

Register For This Session

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Andrew Zimmern

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Seth Mattison

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Richard Blais

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Jason Young

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Donald Driver

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Chef Rick Bayless

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Craig Culver

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