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.
Always 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, putting the concept on the cutting edge of restaurant technology.
In 2020 Geoff and his team continued to establish Wow Bao by adding more than 700 Dark Kitchens across the U.S. and Canada, allowing restaurant operators to grow top-line sales and increase bottom-line profits. Most recently, Geoff and his team elevated the company’s CPG presence with the launch of Wow Bao in over 3,000 Walmart stores nationwide. In addition to its thriving Dark Kitchen and CPG verticals, Wow Bao can be found in airports, universities, hotels, e-commerce sites including Amazon, and even hot-food vending machines.
Geoff’s creativity and innovation took Wow Bao into the metaverse with CollectaBao Digital Collectibles. This has established Wow Bao as the first virtual restaurant to successfully marry a web3 integrated loyalty program with its traditional frequent guest 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. 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.
