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 including, Vong’s Thai Kitchen, Big Bowl and Shaw’s Crab House.
Always an innovative leader in technology, Geoff brought his expertise to Wow Bao in 2009. He immediately debuted self-ordering kiosks, and his knack for industry disruption didn’t stop there. In 2017 he introduced a fully tech-enabled front-of-the-house environment where guests ordered via an iOS or Android device and received their food from animated personalized cubbies.
Recognizing the opportunity for growth, Geoff is responsible for bringing Wow Bao into airports, sports stadiums, university campuses, music venues, e-commerce platforms, and to more than 6,000 grocery stores across the country. He also launched Wow Bao vending machines, serving hot steamed buns in multiple states, further positioning the brand as a pioneer in technology.
An early adopter of the dark kitchen space, Geoff and his team began to offer signature Wow Bao menu items to restaurants around the country in 2020. This groundbreaking extension of the business allows restaurant operators to grow top-line sales and increase bottom-line profits, while expanding Wow Bao’s rising profile. Wow Bao has since added more than 700 Dark Kitchens across the U.S. and Canada.
Geoff continues the revolutionary advances synonymous with Wow Bao with the launch of its CollectaBao Digital Collectibles. By joining the metaverse, Wow Bao is the first virtual restaurant to successfully marry a web3 integrated loyalty program with a traditional guest rewards program.
An industry thought leader, Geoff is a sought-after voice and is frequently showcased at conferences, on podcasts, and in consumer and trade press. He is also Chairman of the National Restaurant Association’s Fast Casual Industry Council.
