Geoff Alexander joined Chicago-based Lettuce Entertain You Enterprises in 1993 and was named Managing Partner in 2006, and took the reins of their Asian concept, Wow Bao, in 2009.

An innovative leader in both technology and social media, Geoff disrupted the fast casual space by debuting self-ordering kiosks in 2010. In 2017, Alexander introduced a fully tech-enabled front-of-house environment, where guests order via an iOS or Android device and receive their food from animated personalized cubbies. Seeing the opportunity for Wow Bao’s mass appeal, Geoff spearheaded Wow Bao’s expansions into airports, sports stadiums, university campuses, music venues, and grocery stores across the country.

Shortly after being named to both Nation’s Restaurant News’ Power List and Most Influential Restaurant CEOs in the country, Geoff catapulted the restaurant industry forward once again by creating Wow Bao Now – launching more than 700 Wow Bao Dark/Virtual Kitchens across the US and Canada in less than 30 months. This groundbreaking extension of the business allows Wow Bao to help restaurant operators grow top-line sales and increase bottom-line profits, while establishing the Wow Bao brand worldwide.

In 2022, Wow Bao was named “Brand of the Year” – the first brand to win this title more than once. Also in 2022, Geoff pioneered the hot food vending space, launching Wow Bao-branded vending machines in multiple states. Wow Bao closed out the year by entering the mass online retail space, and joining the metaverse with a first-of-its-kind web3 loyalty program.

Geoff is a prolific speaker who has been showcased at conferences throughout the restaurant industry and is Chairman of the National Restaurant Association’s Fast Casual Industry Council.