Nine days after graduating from the University of Wisconsin-Madison in 1993, Geoff Alexander joined Lettuce Entertain You Enterprises (LEYE). After two decades of working on multiple concepts within LEYE’s portfolio, Alexander took over LEYE’s three unit Wow Bao concept in 2009.
In 2010, under Alexander’s leadership, Wow Bao had revolutionized the way diners would interact with restaurants by being a leader in technology and social media. Alexander implemented mobile & desktop ordering, installed self-ordering kiosks, pioneered a mobile gift card & loyalty program, added bicycle delivery, as well as domestic shipping, and turned Wow Bao into a well-respected social media influencer. Wow Bao was one of the first Chicago brick & mortar restaurants to take to the streets with its BAO-Mobile.
Alexander has overseen Wow Bao’s inclusion into airports, NFL/MLB/NHL/NBA stadiums, university campuses, music venues, and more than 300 grocers sell Wow Bao’s frozen retail line.
In 2018 Alexander changed the landscape for fast casual dining by introducing Wow Bao 2.0 – a fully front of the house tech enabled environment, where guests order via an iOS or Android device, and pick up their food from an animated personalized cubby.
Shortly after being named to Nation’s Restaurant News 2020 Power List, Alexander evolved the restaurant industry once again by launching 100 Wow Bao Dark Kitchens in more than 60 cities in just six short months. This new extension of the business is not only allowing Wow Bao to grow a national footprint, it is also helping restaurant operators across the nation grow top line sales and increase bottom line profits.