Skip to main content
Crowd Header

Basic Show Information

What are the dates and location of the 2021 show?

The 2021 Midwest Foodservice Expo will be held March 22-23 at the Wisconsin Center in Downtown Milwaukee
400 West Wisconsin Avenue
Milwaukee, WI 53203

What are the show hours?

Exhibit Hall Hours
Monday 10 am - 5 pm
Tuesday 9 am - 4 pm

How do I join the conversation about the show?

Join us online at





Hashtags: #MFE2021, #EverythingFoodservice

Do I have to be a Wisconsin Restaurant Association Member to attend?

No, but you must be affiliated with the restaurant/foodservice or lodging industry. More than half of attendees are not members of the association. Please note: The Midwest Foodservice Expo is a trade only event and is not open to the public.

Can I bring my child?

No one under age 16 will be permitted on the show floor at any time regardless of affiliation or circumstances. This includes infants and toddlers. Absolutely no strollers or infant carriers (worn or carried) are permitted at any time on the show floor. Children ages 16 to 18 years of age are permitted only if accompanied by an adult at all times.

Is there a mobile app?

We won’t have a mobile app for 2021, but please be sure to pick up the detailed Program & Exhibit Guide in registration when you arrive.

Who exhibits?

Exhibitors range from local businesses to large national suppliers, manufacturers and distributors, and represent a wide variety of products and services. Click here to access the current exhibitor list and floorplan.

What is the dress code?

The dress code for the Expo is business casual.

At the Expo

Can I leave the show and come back later?

Yes! You may come and go as you please over the two days of the Expo.

Is there a coat check at the Expo?

Yes, there is a coat check located on the third floor, near the registration area, for a small per item fee.

Is there Wi-Fi at the Expo?

Yes; Complimentary Wi-Fi is available throughout the show floor.

Who should I contact with questions?

Please feel free to contact us by email or phone 608.270.9950 at any time. A list of Expo staff contacts.

Where do I pick up my badge?

Badges will be available for pick up on the third floor of the Wisconsin Center in the Pre-Registered Badge Pick Up area.

Where are the seminars located?

Full-length seminars are located on the second floor of the Wisconsin Center. Please retrieve your badge from the third floor prior to attending seminars. The 15-minute Quick Bite sessions are located throughout the show floor. Please refer to the floorplan to find the designated areas.

Registration & Badges

How much does it cost to attend?

$30 by December 15th and $40 after December 15. On-site $49. Restaurant members of the Wisconsin Restaurant Association receive a minimum of four free advanced registrations (members pay full price onsite.)

Who can attend the show?

The Midwest Foodservice Expo is a trade only event that is not open to the general public. Attendees should be directly involved in the foodservice and hospitality industry, working in customer service, food preparation or managerial roles. Businesses from every corner of the industry are invited, including restaurants, bars, caterers, bakeries, school cafeterias, hospitals, hotels, coffee shops, grocery stores, c-stores and more. No one under age 16 (including infants and toddlers even if they are in a stroller) will be admitted into the exhibit hall.

Non-exhibiting suppliers are welcome to attend the Expo, but there is to be no soliciting by non-exhibiting suppliers within the exhibit hall or at affiliated Expo events.

Are there discounts available?

WRA members receive a code for four free advance registrations via email. Members may call 608.270.9950 to retrieve their lost registration codes.

Show Partners and special groups meeting at the Expo may also offer free registration for their attendees. Expo competitors may have special rates for their badge; contact the event coordinator for more information. Exhibitors at the Expo may have a limited number of Preferred Customer Passes to invite their customers to attend the Expo for free. All other attendees pay standard registration.

How do I register?

Online and onsite registration only accept credit card payments.

Register Here

What’s included with my registration?

A single badge provides access to the Expo both days. Registration includes access to the exhibit hall, education sessions and networking opportunities. If any paid-for events are planned, they will be indicated during the registration process.

Every person attending the show will need a badge to have access to Expo features and events.

Will I receive my badge in the mail prior to the Expo?

We do not mail attendee badges. You’ll need to bring your confirmation email to the 3rd floor registration area in the Wisconsin Center to pick up your badge once you arrive at the show site.

Can I use a credit card or a check to register?

Registration may only be paid for with a credit card. We accept all major credit cards (American Express, Discover Card, MasterCard and Visa). Please note: we do not accept checks, purchase orders or wire transfers.

What are the refund and cancellation policies?

Refunds for badges are not accepted; however, badges may be transferred if requests are received prior to March 18, 2021. Attendees can manage the transfer process themselves within the Expo’s online registration system. Transfer requests received after the cancellation deadline or onsite will not be honored.

Are attendee substitutions permitted?

Yes, substitutions may be made if the original registrant submits the request in writing including the name, company, phone, and email of his/her replacement. Original payments cannot change and/or be substituted. Please note: If badge has already been used, a substitution will not be approved. Sharing of badges is not permitted.

Do Wisconsin Restaurant Association Members receive complimentary badges to attend the show?

Yes! WRA members receive a code for four free advance registrations via email. Members may call 608.270.9950 to retrieve their lost registration codes.

Who do I contact if I have questions about Wisconsin Restaurant Association Membership or my membership account information?

Contact WRA by phone at 608.270.9950


How do I get there?

Wisconsin Center
400 West Wisconsin Avenue
Milwaukee, Wisconsin 53203

Where do I park?

Milwaukee's downtown has multiple off-street parking lots. Most downtown hotels also offer parking for their guests. Street parking is available, subject to posted time limits. Rates vary for all parking areas. Check for more details on parking downtown. Please note: The Midwest Foodservice Expo does not reimburse for parking fees.

How do I make hotel arrangements?

Visit the hotel discounts page of our website starting in December to make hotel arrangements for the 2021 show. Room availability and reservations are limited.