Getting “Ahead of the Crave”

Signature ’17 focuses on the empowered customer and identifies top emerging opportunities

The National Restaurant Association Restaurant, Hotel-Motel Show’s Signature ‘17, a twist on the traditional keynote, welcomes back Dawn Sweeney, President and CEO of the National Restaurant Association, to facilitate discussions on how the landscape of business purchasing and selling is changing. The session is presented by American Express and supporting sponsor UnitedHealthcare.

Sweeney will lead an informative discussion with Dan Park, General Manager, Commercial Sector at Amazon Business, and Jason Dorsey, Co-Founder/Chief Strategy Officer at The Center for Generational Kinetics, at 2 p.m. Sunday, May 21 in the Grand Ballroom (S100).

The theme of this year’s Signature ’17—“Ahead of the Crave”—will look at ways to better prepare for today’s empowered customers and how take a more proactive approach to their changing needs and behaviors.

“We’re excited for Dan and Jason to share their knowledge with Dawn on the Signature ‘17 stage,” says Atour Eyvazian, convention chair for this year’s NRA Show and multiunit owner of 122 total restaurants between two brands (Jack in the Box and El Pollo Loco). “Signature attendees will leave with bold ideas, key insights and real actions that they can take to their own businesses to benefit them and their customers.”

With Amazon’s Park, Sweeney will discuss how Amazon gets “Ahead of the Crave” by utilizing their culture of innovation and deep customer knowledge, which is impacting the business ecosystem. The conversation will challenge attendees to stretch their thinking about reimagining restaurant business to anticipate customer needs and deliver products and services going beyond expectations. Amazon Business is evolving both front- and back-of-house operations in physical, digital and interactive ways. Working within Amazon’s Commercial Vertical, Park knows how business purchasing and selling landscapes must adapt to meet customer demands.

Following Park, Sweeney and Dorsey will focus their conversation on the Gen Z and millennial customer, including how to reach them, connect with them, engage them and acquire them as customers. After the Signature ’17 session, Dorsey will hold an additional breakout session on workforce development—how to attract, retain and work with Gen Z and millennial employees.

Don’t miss this inspiring event! Join the conversation on social and submit a question for discussion during the session by using #Signature17.

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