Michigan Restaurant & Lodging Association

What Michigan Restaurant & Lodging Association does

The Michigan Restaurant & Lodging Association (MRLA) is a private, non-profit trade association founded in 1921 and headquartered in Lansing, Michigan. Originally established as the Michigan Restaurant Association, it was rebranded in 2021 to reflect an expanded mandate covering both foodservice and lodging. The MRLA represents more than 5,500 member establishments across four tiers — Restaurants, Lodging & CVB, Allied (Suppliers), and Non-Profits — serving an industry that employs over 450,000 people in Michigan and generates roughly $44.6 billion in annual sales. Members operate in restaurants, hotels, resorts, bed & breakfasts, CVBs, and as suppliers to the hospitality sector. The MRLA also operates a Detroit metro subsidiary, the Detroit Restaurant & Lodging Association, and runs the Michigan Hospitality Foundation, which administers the ProStart statewide culinary competition.

The MRLA monetizes through undisclosed annual membership dues across its four tiers, supplemented by ServSafe training and certification revenue (where members receive a 20% discount), event revenue (Stars of the Industry Awards, WIHL Conference, Capitol Day, regional mixers), and sponsored content/endorsed programs. Its technology footprint consists of a web-based membership management portal (web.mrla.org), an iOS/Android mobile application providing directory, Groups peer communication, push notifications, and member card features, and event registration systems. Distribution is anchored in direct, segment-specific membership managers (Restaurant, Lodging & CVB, Allied), in-person training sessions (including on Mackinac Island), and the Detroit subsidiary. Marketing spans a blog, monthly video news series (MRLA News Now), a podcast (What's with the Pineapple?), an MRLA Magazine, email newsletters, and social/earned media.

The MRLA's product surface extends beyond membership into a Legal Center offering free member resources and monthly consultations with three dedicated hospitality-focused law firms, a job board, a buyers guide directory, workforce development programs (GoingPRO Talent Fund, ProStart), leadership programming (Women in Hospitality Leadership), safety and compliance tools, and an annual Industry Trends Report. Strategic partnerships include the National Restaurant Association, American Hotel & Lodging Association, Asian American Hotel Owners Association, and a broad set of Michigan-based sponsors (Gordon Food Service, Sysco, Plante Moran, SpotOn, Farm Bureau Insurance). The organization is led by President & CEO Justin Winslow, with a lean management team that includes a VP of Communications and Operations and three dedicated membership relationship managers.

Name

Michigan Restaurant & Lodging Association

Legal name

Michigan Restaurant & Lodging Association

Website

https://mrla.org

Company type

Private

Founded year

1921

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

The Michigan Restaurant & Lodging Association (MRLA) is a private, non-profit trade association founded in 1921 and headquartered in Lansing, MI, representing more than 5,500 Michigan hospitality establishments through annual membership dues, ServSafe training, advocacy in Lansing, legal resources, industry events, and a mobile app serving restaurants, lodging properties, allied suppliers, and non-profits.

Ownership category

akta.pro rank

Headquarters

HQ city

Lansing

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Membership Dues: The MRLA generates revenue through annual membership dues from restaurants, lodging properties, allied suppliers, and non-profit organizations. Membership fees vary by segment and are quoted upon inquiry.
2. Training and Certification Services: Revenue generated from ServSafe training classes, food manager certification, alcohol certification, allergens training, and other professional development programs. Members receive a 20% discount on these services.
3. Event Revenue: Revenue from industry events including the Stars of the Industry Awards, WIHL Conference, Capitol Day, and regional mixers.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels9 records

Core offering

The Michigan Restaurant & Lodging Association (MRLA) is a statewide non-profit trade association that delivers membership-based services to Michigan's hospitality industry. Its core offerings include annual membership programs (Restaurant, Lodging & CVB, Allied Supplier, and Non-Profit tiers), ServSafe food safety and alcohol training/certification, legal resources and expert consultations, advocacy representation in Lansing, networking events and conferences, a mobile app with member directory and groups functionality, and workforce development programs such as ProStart.

Product overview

The Michigan Restaurant & Lodging Association (MRLA) operates a unified trade association offering a comprehensive suite of products and services for Michigan's hospitality industry. The core portfolio centers on membership programs providing advocacy, education, and business solutions, complemented by specialized offerings including ServSafe training and certification, the MRLA Mobile App with member directory and groups functionality, the MRLA Legal Center with expert consultations, the MRLA Job Board for workforce recruitment, and industry-specific programs like Stars of the Industry Awards, ProStart Competition, Women in Hospitality Leadership (WIHL), Kids LiveWell, and the MRLA Magazine. Additional services include the What's with the Pineapple Podcast, MRLA News Now video updates, Industry Trends Report, Capitol Day advocacy events, GoingPRO Talent Fund workforce development, Safety Button Resources, and the MRLA Buyers Guide directory. These products work together to provide Michigan's 5,500+ hospitality member establishments with essential resources for operations, compliance, networking, and professional development.

Differentiator

Problem solved

Functional benefit

Products and services

• MRLA Membership

Quantifiable outcome

• 45% of Michigan operators reported same-store sales decreases versus 39% nationally (April 2026 survey)
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

15 partnerships are on record, tiered core and minor.

• Adesso Tax ServicescoreGTM or Marketing PartnerMRLA's newest partner helping restaurant and bar owners uncover missed tax credits that could result in significant refunds. Members can check eligibility with a simple questionnaire.
• Marx Layne & CompanycoreGTM or Marketing PartnerCommunications and marketing agency partner helping hotels and restaurants statewide with media relations, social media strategy, content creation, influencer partnerships, and paid campaigns.
• Farm Bureau InsuranceminorGTM or Marketing PartnerInsurance agency partner offering specialized coverage for hotels and restaurants, understanding unique hospitality industry exposures.
• Fahey Schultz Burzych Rhodes PLCcoreImplementation/ SI/ Consulting PartnerLaw firm partner providing legal consultation to MRLA members on hospitality industry matters including independent contractor misclassification, labor law, and regulatory compliance.
• Littler Mendelsohn PCcoreImplementation/ SI/ Consulting PartnerLaw firm partner providing up to 15 FREE minutes of legal consultations for MRLA members on legal matters affecting the hospitality industry.
• Adkison Need, Allen & Rentrop PLLCcoreImplementation/ SI/ Consulting PartnerLaw firm partner providing legal guidance to MRLA members on non-alcoholic beverage regulations, liquor control, and Michigan Liquor Control Commission compliance.
• Gordon Food ServicecoreTechnology or IntegrationMichigan-based food service distributor providing sponsorship for MRLA News Now and the Gordon Now mobile app for operators to manage ordering and inventory.
• American Hotel & Lodging AssociationcoreStrategic or Co-development PartnerNational association partnership providing MRLA members with access to AHLA industry resources, the Dreams Program, and national hospitality standards.
• National Restaurant AssociationcoreStrategic or Co-development PartnerNational association partnership connecting MRLA with national restaurant industry research, the National Restaurant Show, and educational resources.
• Michigan Hospitality FoundationcoreStrategic or Co-development PartnerThe foundation hosts the ProStart competition, career training programs, and workforce development initiatives benefiting Michigan hospitality students.
• SpotOnminorGTM or Marketing PartnerTechnology partner offering point-of-sale and software solutions; sponsor of MRLA News Now video content.
• SyscominorGTM or Marketing PartnerFood service distributor and sponsor of MRLA News Now video content.
• Plante MoranminorGTM or Marketing PartnerAccounting and business advisory firm; sponsor of MRLA News Now.
• Asian American Hotel Owners AssociationminorStrategic or Co-development PartnerNational hotel owners association providing resources and networking for AAHOA members in Michigan.
• Detroit Restaurant & Lodging AssociationcoreChannel Partner/ Reseller/ DistributorSubsidiary association serving the Detroit metropolitan area with dedicated programming, training (Detroit Dining with Confidence), and advocacy.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Illinois Restaurant Association: Midwestern state restaurant trade association with comparable GTM (advocacy, ServSafe, networking events) and similar geographic-concentration profile to MRLA.
• Florida Restaurant & Lodging Association: Combined restaurant-and-lodging state trade association — structurally the closest analog to MRLA given its dual-segment mandate (versus restaurants-only state associations).
• Texas Restaurant Association: State-level restaurant trade association with a similarly large operator base and multi-revenue-stream model (membership, events, ServSafe, education). Closest comparable to MRLA in scale and structure.
• California Restaurant Association: A large state-level restaurant trade association serving California's hospitality operators. Directly comparable model — membership dues, advocacy, training, and legal resources for in-state operators.
• Wisconsin Restaurant Association: Neighbor Midwest state restaurant association with comparable size, advocacy scope, ServSafe training, and educational programming targeting Wisconsin hospitality operators.
• Ohio Restaurant Association: Neighboring Midwest state trade association serving Ohio operators with membership, advocacy, ServSafe, and education programs — strong structural and geographic comparability to MRLA.
• New York State Restaurant Association: State-level restaurant trade association offering membership, advocacy, and training — operates a similar dues + services revenue mix to MRLA but in a much larger New York market.
• Pennsylvania Restaurant & Lodging Association: Combined restaurant-and-lodging state trade association in Pennsylvania — same dual-segment membership model, advocacy structure, and Midwest/Industrial-Northeast operator base as MRLA.

Broad incumbents

• National Restaurant Association: The largest U.S. restaurant industry trade association; MRLA is an affiliate partner. NRA provides national research, the National Restaurant Show, and Manage My Restaurant resources that overlap with MRLA's member offerings.
• American Hotel & Lodging Association: The national hotel/lodging trade association partnered with MRLA. AHLA offers the Dreams Program and industry research that complement MRLA's lodging advocacy and education offerings.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCSeFsykwDaWJtWVodfePbbA
• Xx.com/TheOfficialMRLA
• Facebookfacebook.com/TheOfficialMRLA
• LinkedInlinkedin.com/company/michigan-restaurant-association

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Michigan Restaurant & Lodging Association