LAS VEGAS — Questex has announced that acclaimed chef and restaurateur Roy Choi will serve as a keynote speaker at the 2026 Bar & Restaurant Expo, set for March 23–25 at the Las Vegas Convention Center.
The addition of Choi strengthens a keynote lineup that already includes Mike Cessario, founder and CEO of Liquid Death. Organizers say the speaker roster reflects the evolving priorities of today’s hospitality operators as the industry navigates growth, innovation and changing consumer expectations.
Roy Choi to Share Leadership and Culture Insights
Choi will take the keynote stage on Wednesday, March 25 at 10 a.m. His session will focus on leadership, culture and the realities of building sustainable restaurant concepts. Organizers describe the talk as a candid conversation about what it takes to succeed in today’s competitive bar and restaurant landscape.
Widely credited as a pioneer of the modern food truck movement, Choi helped redefine street food through creativity and cultural storytelling. He co-founded the influential Kogi BBQ brand in Los Angeles and later expanded into multiple concepts. In Las Vegas, he operates Best Friend at Park MGM and The Chef Truck, both known for blending global flavors with personal narratives.
Choi’s influence extends beyond restaurants. He hosts the Emmy Award–winning series Broken Bread and won a James Beard Foundation Award for Outstanding Host. He also co-hosts the Netflix series The Chef Show with Jon Favreau and authored the bestselling memoir L.A. Son: My Life, My City, My Food. His latest cookbook, The Choi of Cooking, debuted in 2025.
Mike Cessario to Open the Expo
Meanwhile, Cessario will deliver the opening keynote on March 24. Known for bold branding and unconventional marketing, he built Liquid Death into one of the fastest-growing beverage brands in the world. His session will explore how creativity, authenticity and mission-driven messaging can drive business growth.
According to organizers, his talk will provide lessons for hospitality operators seeking to stand out in crowded markets. Topics will include brand voice, customer loyalty and turning products into cultural movements.
Expo Focuses on Business Growth
This year’s conference theme, “Every Moment Counts,” emphasizes profitability, operational excellence and guest experience. Educational programming will cover leadership, marketing, technology and beverage strategy.
In addition to keynote sessions, attendees will have access to workshops, panels and demonstrations led by industry experts. The expo floor will feature hundreds of suppliers showcasing new products, equipment and services. Live activations and tastings will also take place throughout the event.
Exclusive VIP gatherings and networking events across Las Vegas will give operators opportunities to connect beyond the show floor. Organizers expect nearly 10,000 professionals to attend, including owners, chefs, beverage directors and multi-unit operators.
40 Years of Industry Influence
Now entering its 40th year, the Bar & Restaurant Expo remains one of the nation’s largest hospitality trade events. The show attracts participants from all 50 states and more than 25 countries. Over time, it has helped launch trends that later shaped industry standards, from craft cocktails to zero-proof beverages.
Unlike niche trade shows, the expo brings together the full on-premise ecosystem. Operators, distributors, brands and investors share one platform, which organizers say encourages collaboration and long-term partnerships.
The event is produced by the Questex Hospitality Group, which also manages other industry gatherings and digital content platforms serving food and beverage professionals.
Registration Information
Registration for the 2026 event is now open at barandrestaurantexpo.com. Sponsorship opportunities remain available through Questex sales leadership.
As the hospitality sector continues to evolve, organizers say the 2026 show aims to equip operators with tools and insights they can apply immediately.
https://www.barandrestaurantexpo.com
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