Wisconsin Restaurant Association, Inc.

What Wisconsin Restaurant Association, Inc. does

Wisconsin Restaurant Association, Inc. (WRA) is a 501(c)(6) nonprofit trade association founded in 1933 and headquartered at 2801 Fish Hatchery Rd, Madison, Wisconsin. It serves as the recognized industry voice for Wisconsin's foodservice sector, representing 7,000+ member locations drawn from the state's 16,000+ licensed food service establishments — covering fine dining, supper clubs, cafes, QSR and chain concepts (including Culver's, Cousins Submarines, The Bartolotta Restaurants), institutional foodservice, catering, and hotel/restaurant operations. Membership also extends to hundreds of Supplier Associate Members (vendors serving the industry) and to ProStart program educators/students reaching 6,500+ Wisconsin high school students.

WRA's core products and underlying technology stack include: (1) a tiered Restaurant Membership priced by annual gross sales from $495 to $10,799/year; (2) a 12-month Supplier Membership with five promotional tiers; (3) ServSafe food safety certification training; (4) the ProStart curriculum administered with the National Restaurant Association Educational Foundation; (5) the AskWRA expert hotline covering employee management, food code, and alcohol/labor law; (6) signature events including the Women in Hospitality Conference (WIHC) and the Wisconsin Food & Hospitality Expo; and (7) digital platforms — a members-only portal at web.wirestaurant.org, native iOS and Android mobile apps, The Pulse monthly survey, the Front Burner blog, weekly eNewsletters, and a consumer-facing Dining Guide search tool. Technology serves as a delivery and engagement layer rather than a differentiating product surface; no AI/ML capabilities are disclosed.

The business model is membership-dues-funded across both restaurateur and supplier segments, supplemented by event registration/sponsorship (e.g., WIHC sponsor tiers from $1,500 to $25,000), ServSafe and ProStart training fees, advertising/marketing services (digital ads, dedicated eblasts, webinar sponsorships), and merchandise (Labor Law Poster Packs, Employment Application Forms). Go-to-market is hybrid: direct membership sales via a dedicated team ([email protected], 608.270.9950) layered with self-serve online acquisition, event-driven lead generation, and a referral program. Member benefits are anchored on group-rate discounts (e.g., 25% savings with Society Insurance, rebates from 350+ F&B companies, virtual doctor visits at $11/employee/month) and bundled National Restaurant Association membership, creating an ecosystem-lock-in dynamic on top of pure advocacy value.

Name

Wisconsin Restaurant Association, Inc.

Legal name

Wisconsin Restaurant Association, Inc.

Website

https://wirestaurant.org

Company type

Private

Founded year

1933

Operating status

Operating

Headcount range

11–50 employees

Short description

Wisconsin Restaurant Association (WRA) is a 501(c)(6) nonprofit trade association founded in 1933 that serves 7,000+ foodservice operator and supplier members across Wisconsin with advocacy, training, events, and member benefit programs.

Ownership category

akta.pro rank

Product category

Trade Association Foodservices Services

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Food, Beverage & Hospitality Trade Shows Organizers (THAHABAI)

Keywords

• Trade association services
• Foodservice industry advocacy
• Restaurant membership programs
• Food safety certification
• Hospitality industry training

Headquarters

HQ city

Madison

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. Restaurant Membership Dues: Annual membership dues based on total annual food and beverage sales volume. Dues range from $495 for businesses up to $250,000 in annual sales to $10,799 for businesses up to $20 million. Multi-location operations pay dues based on combined Wisconsin volume under single ownership.
2. Supplier Membership Dues: 12-month supplier membership providing access to WRA as a promotional partner with various sales and marketing packages. Five tiers of packages available to fit business goals and budget.
3. Event Registration and Sponsorships: Revenue from conference registrations (e.g., WIHC general pricing at $125 for members, $150 for non-members), event sponsorships at various tiers, and booth/table sales at expositions.
4. Training and Certification: ServSafe food safety training and certification, teacher training programs, and educational materials sales including labor law poster packs and employment application forms.
5. Advertising and Marketing Services: Marketing planner services providing direct communication to Wisconsin food & beverage community decision makers through digital ads, social media packages, dedicated eblasts, webinar presentations, and live event participation.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels10 records

Core offering

Wisconsin Restaurant Association is a nonprofit trade association providing tiered Restaurant and Supplier Memberships, food safety certification (ServSafe), workforce education (ProStart), advocacy representation, and member savings programs for the Wisconsin foodservice industry. Members gain access to an AskWRA expert hotline, members-only online resource library, mobile applications, networking events, and complimentary National Restaurant Association membership. The association also produces industry publications and hosts major industry events including the Women in Hospitality Conference and Wisconsin Food & Hospitality Expo.

Product overview

Wisconsin Restaurant Association, Inc. is a trade association providing a unified platform of membership-based products and services for the Wisconsin foodservice and hospitality industry. The core offerings include tiered Restaurant Membership and Supplier Membership programs that grant access to advocacy representation, the AskWRA expert hotline, business discounts through preferred suppliers, and complimentary National Restaurant Association membership. Supporting products include ServSafe food safety certification, the ProStart high school education program, and the annual Women in Hospitality Conference with awards programming. The association also publishes The Pulse survey and The Front Burner newsletter, operates a mobile app for member resources, maintains a Dining Guide directory, and sells compliance materials such as Labor Law Poster Packs and Employment Application Forms. Annual events include the Wisconsin Food & Hospitality Expo, ProStart competitions, Cheers to Hospitality fundraiser, and ProStart Golf Classic. The portfolio functions as a comprehensive support ecosystem providing advocacy, education, business resources, and professional development rather than a single software product.

Differentiator

Problem solved

Functional benefit

Brands

• ProStart: High school culinary and hospitality management education program administered by the National Restaurant Association Educational Foundation and Wisconsin Restaurant Association Education Foundation.
• Women in Hospitality Conference (WIHC)
• Wisconsin Food & Hospitality Expo

Products and services

• Restaurant Membership Tiered membership program for Wisconsin foodservice operators priced by annual gross sales volume ($495 to $10,799), providing advocacy representation, AskWRA expert hotline access, business discounts through the Smart Savings Network, members-only resource library, the Front Burner and Pulse publications, event registration, and complimentary National Restaurant Association membership.
• Supplier Membership 12-month promotional partnership membership for suppliers of goods and services to the Wisconsin restaurant industry, with five tiers of sales and marketing packages providing brand amplification, supplier directory listings, event sponsorship opportunities, advertising, and live event participation.
• ServSafe Food Safety Certification

Named customers12 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

Eleven partnerships are on record, tiered core and minor.

• DoorDashcoreStrategic or Co-development Partner · 7 May 2026DoorDash partnered with WRA and the City of Milwaukee to launch a Local Business Workshop supporting Wisconsin restaurant operators with delivery and digital commerce capabilities.
• National Restaurant AssociationcoreStrategic or Co-development PartnerWRA membership automatically includes complimentary membership in the National Restaurant Association, providing access to national insights, statistics, research (including annual State of the Industry report valued at $349), member webinars, and one free admission to the National Restaurant Association Show.
• Society InsurancecoreChannel Partner/ Reseller/ DistributorPreferred insurance provider offering eligible WRA members a 25% savings on business insurance. Society Insurance also sponsors The Pulse newsletter program.
• Gordon Food ServiceminorGTM or Marketing PartnerSponsor of Wisconsin ProStart Invitational competitions supporting high school culinary and management student competitions.
• Culver's FoundationminorGTM or Marketing PartnerSponsor of Wisconsin ProStart Invitational competitions and teacher training programs.
• Cargill Cocoa and ChocolateminorGTM or Marketing PartnerSponsor of Wisconsin ProStart Invitational competitions.
• Wisconsin Beef CouncilminorGTM or Marketing PartnerSponsor of ProStart competitions including the Best Beef Entrée contest award.
• The Vollrath CompanyminorGTM or Marketing PartnerSponsor of Wisconsin ProStart Invitational competitions. Vollrath is a Sheboygan-based foodservice equipment manufacturer.
• Blackhawk Technical CollegeminorStrategic or Co-development PartnerHost venue for annual ProStart Teacher Training program in Janesville.
• Annex Wealth ManagementminorGTM or Marketing PartnerSponsor of 2024 Top 20 Women to Watch program.
• Society InsuranceminorGTM or Marketing PartnerSponsor of 2025 Top 20 Women to Watch program.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Pennsylvania Restaurant & Lodging Association: Pennsylvania's state trade association for restaurants and lodging, providing advocacy, training, and networking. Closely comparable to WRA in structure, member benefits, and event programming, serving a similar-sized state operator base.
• New York State Restaurant Association: State-level trade association representing New York's restaurant industry. Mirrors WRA's model of advocacy, education, member benefits, and events for operators across a single state, with similar revenue mix and customer base.
• Florida Restaurant and Lodging Association: Florida's combined restaurant and lodging trade association, providing advocacy, training, and networking to operators in the state. Comparable scale and service mix to WRA, with a more tourism-leaning operator base.
• Ohio Restaurant Association: State trade association serving Ohio's restaurant operators with advocacy, education, and events. Operates the same mid-sized state trade association model as WRA with comparable member tiers, ServSafe training, and supplier programs.
• Texas Restaurant Association: Texas's state restaurant trade association offering membership, advocacy, training, and the annual Texas Restaurant Show. Operates the same playbook as WRA: tiered dues, supplier partnerships, ServSafe, and workforce development.
• Illinois Restaurant Association: Illinois's state trade association for the restaurant industry, offering member benefits, advocacy, ServSafe, and the annual Chicago Restaurant Show. Closest geographic and structural peer to WRA with overlapping Midwest operator demographics.
• California Restaurant Association: The state-level restaurant trade association for California, the largest U.S. foodservice market. Closely comparable model: tiered membership dues, advocacy, ServSafe training, events, and education programs serving operators and suppliers in a single state.
• Michigan Restaurant & Lodging Association: Michigan's combined restaurant and lodging trade association serving operators across the state. Comparable in scope, services, and revenue model to WRA, with similar Midwest foodservice customer base and regulatory environment.

Others

• American Hotel & Lodging Association: National trade association for the lodging industry. While WRA's primary focus is restaurants rather than hotels, AHLA is an adjacent industry peer sharing the trade association model, advocacy function, and overlapping hospitality operator customer base.

Broad incumbents

• National Restaurant Association: The national umbrella trade association for the U.S. restaurant industry. WRA is a state-level affiliate and bundles NRA membership into its offering, making it both a partner and a direct overlapping entity serving the same foodservice operators.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/wirestaurant
• LinkedInlinkedin.com/company/wisconsin-restaurant-association

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

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 Wisconsin Restaurant Association, Inc.