GEOFF ALEXANDER

President and CEO, Wow Bao

Geoff Alexander joined Chicago-based Lettuce Entertain You Enterprises in 1993, was named Managing Partner in 2006, and took the reins of Asian concept, Wow Bao, in 2009. Wow Bao, an Asian fast-casual restaurant, is available in grocery stores, airports, universities, theme parks, e-commerce sites, and hot-food vending machines.

Alexander disrupted the fast casual space by debuting self-ordering kiosks in 2010 and in 2017 introduced a fully tech-enabled front-of-house environment, where guests order via their devices and receive food from animated personalized cubbies. He spearheaded brand inclusion into airports, sport stadiums, university campuses, and music venues. From 2020 to 2023 Wow Bao launched 1,000 delivery-only/ghost kitchens across the US and Canada. Most recently, Geoff has led the growth of Wow Bao’s frozen product line into more than 12,000 grocery stores. 

Nation’s Restaurant News placed Alexander on their Power List and cited him as one of their Most Influential Restaurant CEOs in the country. Under his leadership Wow Bao was named “Brand of the Year” twice – the first company to be recognized more than once. He is the Chairman of the National Restaurant Association’s Fast Casual Industry Council.

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IN HIS OWN WORDS

How did you get your start in the foodservice industry?
 I started working in a local grocery store at the age of 13 during my summers on Fire Island, NY until I went away to college. At the University of Wisconsin-Madison I managed a restaurant/bar for three years while taking a full course load. I joined Lettuce Entertain You nine days after graduation.

What do you enjoy most about your career in foodservice?
 The people. Building relationships, making memories.

Tell us about a proud moment you’ve had along the way.
 My proudest moment, before being named a Silver Plate winner, happened in 2020 when we [Wow Bao] helped hundreds of restaurants across the country keep their doors open, team members employed, and communities fed by launching our “dark kitchen” program when dining rooms were forced to close.

What advice do you have for someone new to the foodservice industry?
 The foodservice industry is about great food and taking care of your people, so they in turn can take care of people. We are in the business of making memories. Food is part of every moment – from celebrations to mourning. We have the power to make every experience better – this is an awesome responsibility that cannot and must not be forgotten, ever.

What has been the biggest challenge you’ve faced in your career and how did you overcome it?
 When I was coming up in Lettuce Entertain You, my voice was not always heard by my peers. I had to learn how to communicate better, so I took a course called Own the Room. It taught me how to listen and respond effectively. This gave me the building block and confidence to become the leader I am today.

What trends do you see shaping the future of foodservice?
 Hospitality must make a comeback. Before the pandemic we were the hospitality industry; now we are the food industry. We need to focus on taking care of people, giving value, and creating memorable moments.

If you could have dinner with any chef, past or present, who would it be and why?
My father was an at-home, self-taught gourmet who passed away when I was eight. I never got to try his food with an experienced palate. Now that I understand how good food should taste, I would love to cook alongside him and share a meal.

GEOFF'S MENTOR

Kevin Brown
Executive Chairman
Lettuce Entertain You Enterprises

Kevin Brown has over 50 years' experience with Lettuce Entertain You Restaurants. In 1977, he was the first candidate that the company founder Rich Melman interviewed on a college campus. Brown became President in 2000, was named the CEO of Lettuce in 2003 and in January 2025 was appointed the Executive Chairman.

In his early years at Lettuce, Brown held management positions at The Pump Room and Un Grand Café and was awarded his first partnership opportunity in 1981. He later developed some of the group’s most popular concepts including Shaw’s Crab House, Wow Bao, Mity Nice Bar & Grill and Big Bowl, which has grown to more than seven locations in Chicago, Minnesota, and Virginia.