Geoff Alexander is President and CEO of Wow Bao, a Lettuce Entertain You Enterprises (LEYE) affiliated Asian fast-casual concept. He also maintains his role as managing partner with LEYE. During his more than 30 years with the Chicago-based company, he has worked on the implementation of various restaurant concepts.

An innovative leader in technology, Geoff brought his expertise to Wow Bao in 2009. His knack for industry disruption was evident through a series of initiatives, including taking Wow Bao to the metaverse with Digital Collectibles, a Roblox partnership, and marrying a web3 integrated loyalty program with real life benefits, all putting the concept on the cutting edge of restaurant technology.

Since 2020 Geoff and his team have add more than 1,000 Wow Bao Delivery-Only Kitchens across the U.S. and Canada, allowing restaurant operators to grow top-line sales and increase bottom-line profits. Not to be outdone, since 2023, Geoff and his team grew the company’s Consumer Packaged Goods presence to more than 10,000 freezer doors across the United States; working with retailers like Walmart, Target, Kroger, and Costco. Additionally, Wow Bao can be found in airports, universities, hotels, e-commerce sites including Amazon, and even hot-food vending machines.

An industry thought leader, Geoff is a sought-after voice and is frequently showcased at conferences, on podcasts, and in consumer and trade press. Nation’s Restaurant News placed Geoff 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 also the Chairman of the National Restaurant Association’s Fast Casual Industry Council.