Nine days after graduating from the University of Wisconsin–Madison, Geoff Alexander joined Lettuce Entertain You Enterprises (LEYE), a leading national restaurant company based in Chicago. In 2009, after two decades of working on multiple concepts within LEYE’s portfolio, he took over as President of the three-unit Wow Bao concept – a fast-casual Asian restaurant specialising in steamed buns (bao) and rice bowls.
Alexander extended Wow Bao’s reach to customers in the places where they work, live and play. Wow Bao was one of the first Chicago ‘brick and mortar’ restaurants to take to the streets with its BAO-Mobile. Alexander has led Wow Bao into airports, National Football League stadiums, Major League Basketball parks and university campuses. More than 50 grocery stores sell Wow Bao’s frozen retail line.
Under Alexander’s leadership Wow Bao has been an early adopter of new technology and social media to revolutionise the way diners interact with restaurants. Wow Bao was a pioneer of mobile and desktop ordering, self-ordering kiosks, mobile gift cards and a mobile loyalty programme. Wow Bao is recognised as one of the most socially influential restaurants in the USA.
Recently Alexander again challenged the landscape for fast-casual dining by introducing Wow Bao 2.0 – a fully technology-enabled environment in which guests order via an in-store kiosk or mobile device and pick up their food from an animated personalised cubby.