Kraft Heinz
Immersive Foodservice Innovation

20,000 Square Feet of Interactive Innovation

Challenge

Impactful Experiential Design

At the 2024 National Restaurant Association Show, Kraft Heinz captivated attendees with an immersive 4,200-square-foot exhibit designed to showcase its latest foodservice innovations. The booth featured four distinct restaurant concepts highlighting the brand’s versatility across dining experiences—from the Heinz Taproom’s bar-and-grill setting with the innovative TAP condiment system, to Dip N’ Dash’s fast-food-style demonstration of advanced dispensing technology, the future-forward Grab & Go self-service concept, and Henry’s, a fine dining experience honoring founder Henry J. Heinz with chef-inspired appetizers.

A red Kraft Heinz display wall featuring five "Equipment Solutions" icons above a lounge area with branded cushions.
Rows of smoked salmon and cream cheese appetizers on small white serving plates at a Kraft Heinz event.
A large group of event staff in white branded jackets posing in front of the Kraft Heinz exhibition booth and a giant ketchup bottle.
A group of professionals posing next to a giant, glowing Heinz Tomato Ketchup bottle at an indoor trade show.
A close-up of an automated Heinz condiment dispenser applying precise dollops of ketchup and mustard to a burger bun.
A modern lounge area inside the Kraft Heinz booth with white swivel chairs, red branded pillows, and a large red Heinz rug.
A busy trade show floor featuring attendees networking in front of the Kraft Heinz "Dip N’ Dash" and "Heinz Taphouse" exhibition areas.
A red "Get Heinz Verified" promotional wall featuring a digital screen with a mobile app mockup and a transparent ketchup packet "Sauce Station."
A red Heinz "Sauce Station" featuring a transparent dispenser for condiment packets, surrounded by framed brand photography and an Uber Eats digital display.
An elegant, circular marble bar area named "Henry’s" featuring a professional kitchen team preparing food under modern pendant lighting.
No items found.
A well-lit "Heinz Taphouse" exhibition booth featuring a wood-paneled wall, a neon Heinz sign, a condiment tap system, and comfortable booth seating.
Results

Personalized Brand Engagement

A major highlight of the exhibit was the “MY HEINZ” station, where thousands of visitors received custom ketchup bottles personalized with their names, creating a memorable and highly shareable brand moment. By seamlessly blending interactive elements, live culinary demonstrations, and strategic storytelling, Kraft Heinz reinforced its leadership in the foodservice industry—demonstrating a clear commitment to enhancing restaurant operations and elevating customer experiences.

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