04/13/2021
Expo Spotlight: Julius C. Dorsey, Jr.
Julius C. Dorsey, Jr., President & CEO Dorsey & Company
Full Name: Julius C. Dorsey, Jr.
Title at Organization: President & CEO
Organization: Dorsey & Company, Strategic Consultants to Management is a marketing consulting firm specializing in Competitive Strategy • Marketing Strategy and Tactics • Market Research • Strategy Implementation
Role on Mid-America Restaurant Expo committee: Similar to the principal value delivered through my ORA board participation, on Expo I try to keep the “voice and needs of markets we serve” high on our list of considerations. Ultimately, the market decides, so staying abreast and responsive to their needs and behavior is crucial to delivering an event that satisfies them.
What are your overall thoughts on the show? Now 5 years after the development and launch of the Mid-America Restaurant Expo, I think the show has proven itself beyond a shadow of a doubt. Booth sales, attendance and attendee and exhibitor numbers and feedback make the success of the show and value to those attending very clear.
Fortunately for our members and the restaurant industry, ORA has not rested on this success. Instead, ever faithful to the Expo mission, the ORA staff and Expo committee have worked consistently to make sure attendees have every opportunity to learn the very latest in restaurant industry innovation, trends, and the most productive applications
We’re in the fifth year of the Expo and we’ve refreshed the brand. How does a slight re-brand and shift of the show help add new energy and life to the overall production? Please explain. Earlier, I mentioned ORA dedication to keeping the latest information in front of Expo attendees. Innovation is never ending, so the very focus of the Expo allows the communication about the show to evolve, present a new face, yet retain clarity on new methods, techniques and how they can be successfully applied to restaurants operations.
What value do you get out of attending the show and how do you think companies that are industry-adjacent (marketing, PR, technology, etc.?) benefit from trade shows like the Mid-America Restaurant Expo? There is no better place for these service providers to listen and learn the priorities of restaurant operators. Those of us serving the industry can only help if we’ve first understood operators’ problems, opportunities and circumstances influencing them; only then we can apply our various expertise to helping them where it means the most. Solving known problems is what the best service providers do. The Expo allows us to listen first to leaders from all sectors of the restaurant industry.
If you had one minute to convince someone to attend or exhibit at the Expo, what would you say? It wouldn’t take a minute. Expo is best in class, sized for all attendees to have great exposure and access to leaders to learn their views and build business. Not too big, not too small, but just the right size, focused on crucial ideas, methods, products and techniques to make the investment to attend or exhibit sure to return great dividends.