Hosted by
★ ★ ★
You are invited
Beverage
Rodeo
2026
The complete beverage ecosystem — live.
An invitation-only summit for senior beverage decision-makers at the nation's highest-volume chains and corporate brands. Two days inside a working demonstration of the complete beverage program — built around your menu, margins, and equipment.
Limited to 20–30 seats · By invitation only
Dates
Oct 15–16,
2026
Location
Dallas,
Texas
Venue
Innovation
Kitchen
Middleby Innovation Kitchen · 2701 E State Hwy 121, Ste 600 · Lewisville, TX 75056
Build your program — collaborative menu & recipe work you take home.
Prove the economics — cost, throughput, labor and pricing, live.
Texas hospitality — an AT&T Stadium tour & Texas BBQ gathering.
What it is
Not a trade show. A working demonstration.
Two days built around one question: what would your beverage program look like if the equipment, the ingredients, the water, the training, and the service had actually been designed to work together?
Every station is a live build rather than a booth. You'll taste the program, run the equipment yourself, and leave with the economics underneath it. The room is capped at thirty on purpose — small enough that the conversations are real and every attendee gets time at every station.
It runs the two days immediately before Coffee Fest Dallas, October 17–18, so one trip covers both.
Day one
See the opportunity.
Opening keynote on where consumer spending is actually moving, why beverage is carrying margin that food can't, and what a high-performing program looks like on paper. Then a session on the categories driving growth into 2027 — each one tied to something standing in the room, closing with two dispensing platforms running live on stage.
Day two
Build the program.
Rotating station demos in groups of five to six, so every operator reaches every station with time to actually talk. Working lunch served entirely from partner products. The day ends with the part most events skip: what it costs, what it returns, and who installs and services it once you say yes.
