LANDRY'S

Amplifying group business for restaurants with Cvent’s Vendor Marketplace, Powered by Reposite 

people mingling around a buffet table
225

Landry's restuarants on Resposite

92%

Response rate

$100K+

Revenue in first year

INTRODUCTION

Restaurants have a unique opportunity to provide an enticing and event-ready space for corporate groups. Meetings and events are seeking memorable locations that are flexible, experiential, and cost-effective, and are frequently turning to non-traditional venues for these features. Nearly half (48%) of planners responding to the Cvent 2026 Planner Sourcing Report said they are and will continue to source non-hotel locations for their event program. Restaurants are a natural choice for 45% of planners because of their ambiance and food and beverage offerings. For restaurant groups with a variety of offerings at different price points and locations, the opportunities to attract lucrative group events—and the planners behind them—have never been larger. 

With corporate planners, executive assistants, and HR managers all seeking venues that deliver memorable experiences with minimal friction, standing out requires both reach and responsiveness. Landry’s, a hospitality powerhouse with a portfolio spanning over 600 restaurants nationwide—including icons like Morton’s Steakhouse, Mastro’s, Del Frisco’s, and The Palm—faced this challenge head-on.

Jill Humphrey, Vice President of Business Development at Landry’s, was tasked with expanding group business and deepening corporate relationships. Jill and her national sales office needed a solution that would both spotlight their upscale brands and streamline the path from inquiry to booking. Their journey with the Cvent Vendor Marketplace, Powered by Reposite, offers a blueprint for how restaurants can thrive, build valuable relationships, and increase group bookings.

CHALLENGE

Breaking Through Siloed Channels and Winning New Corporate Relationships

The meetings and events industry is undergoing rapid transformation. According to Cvent’s 2026 Event Trends Report, the majority of planners now expect seamless digital sourcing, rapid proposal turnaround, and venues that can provide both authenticity and flexibility. 

For restaurants, this means traditional sales efforts—relying on existing relationships and word of mouth—are no longer enough to win high-value group business.

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Key pain points in the restaurant sector include:

  • Limited exposure to new corporate and association planners who may not be familiar with the brand or its event capabilities. The group needed to expand its reach in a way that demonstrated ROI to ownership.
  • Fragmented communication that often excludes administrative professionals and HR managers who frequently plan events outside of dedicated MICE teams. These employees often plan smaller events that are a perfect fit for a restaurant setting and become a valuable contact for groups like Landry's.
  • Manual, time-intensive lead management makes it difficult to respond quickly to high-quality RFPs and track ROI across a large portfolio.
  • Diversity in Landry’s portfolio includes 600 restaurants ranging from upscale to casual brands, and a need for a central platform that serves each property’s needs.
  • A lack of unity in advertising meant Landry’s was missing out on business from planners who transacted exclusively through digital sourcing platforms and lacked a centralized, scalable way to nurture new relationships.

We have always had relationships within the MICE community and with our corporate clients. But to be able to have this added layer with Cvent, where we are highlighted and represented, really goes a long way.

Jill Humphrey
Vice President of Business Development

SOLUTION

Cvent Vendor Marketplace, Powered by Reposite—Expanding Reach, Streamlining RFP Management, and Building Relationships

Cvent’s Reposite is an AI-powered vendor and supplier sourcing platform that connects event planners with the right venues and vendors—including restaurants—based on geography, group size, event dates, and specific requirements. 

For Landry’s, the decision to partner with Cvent and leverage Reposite was driven by several factors:

  • Broadened Exposure: The platform connected Landry’s properties with a wide range of planners, including those outside the traditional MICE vertical—such as executive assistants and HR professionals—who may not have been reached through legacy channels.
  • High-Quality, Well-Matched RFPs: AI-powered matching ensures incoming RFPs align with each restaurant's unique offerings, reducing time spent on unqualified leads.
  • Centralized Lead Management: By routing all group inquiries through the national sales office, Landry’s could ensure consistent, personalized responses and track every opportunity.
  • Rapid Response Capabilities: The team implemented time-blocking and scheduled daily reviews to maintain a same-day response standard for incoming RFPs, capitalizing on Cvent data showing that suppliers who respond within 24 hours are most likely to convert business.  
  • Upscale Brand Positioning: The Cvent partnership allowed Landry’s to highlight its premium brands, showcase unique private dining spaces, and offer planners bundled AV services, chef-driven menus, and flexible event formats.
  • Personalized Messaging: Instead of transactional responses, the team aims to “let them share that hospitality,” ensuring every digital interaction feels as personal as a table-side greeting.
  • Continuous Feedback Loop: Landry’s shares feedback with Cvent to improve lead matching—such as better budget filters to avoid misaligned RFPs for upscale venues.
screen grab of Reposite
Our ROI from Reposite is upwards of $100,000 that we have actualized in the last year. That is revenue that we wouldn't have because these individuals wanted to transact their business through Reposite. But we also have the opportunity to continue developing these relationships. We build a positive reputation on Reposite, and that goes a long way.
Jill Humphrey
Vice President of Business Development

RESULTS

Measurable ROI, New Relationships, and a Scalable Path Forward

Landry’s restaurants, such as Morton’s The Steakhouse or Del Frisco’s Double Eagle Steakhouse, use the Reposite platform to build a reliable pipeline of corporate events for their upscale dining spaces. The platform introduces event professionals to the diverse offerings of the restaurants, and their attention to detail and excellent event execution keep those relationships healthy and profitable for the restaurant portfolio. In just one year of using Reposite, Landry’s restaurants have experienced significant success: 

screen grabs from Reposite
  • Over $100,000 in new revenue was actualized in the first year alone, directly attributed to business sourced through Reposite.
  • 92% RFP response rate for the past year, reflecting both the match quality and operational discipline.
  • Multiple high-value wins (e.g., $20,000 event at Mastro’s Chicago) that created new, ongoing relationships with national corporate planners.
  • Expansion from 25 to 225+ properties on the platform, with plans for continued growth.
  • Access to untapped planner segments: Personas, including professional event planners and administrative assistants planning small or one-off events, all use the platform. This creates new opportunities to build new relationships in existing accounts and with new organizations.
  • Repeat business and long-term partnerships: Early success with major brands (e.g., large corporate bookings with Landry’s through Reposite led to discussions of a national partnership).
  • Operational efficiency and morale: Automating lead intake and leveraging the platform reduced manual outreach and freed up sales leaders to focus on relationship-building.
  • Enhanced reputation and brand alignment: Being featured on Cvent, a respected industry leader, boosted Landry’s upscale restaurants' credibility with new planners.

BEST PRACTICES

Landry’s success with Cvent’s Reposite platform showcases what’s possible when restaurants embrace digital-first sourcing, prioritize rapid and personalized RFP responses, and leverage technology to unlock new relationships. Their story reflects broader hospitality trends—planners want speed, transparency, and venues that provide both flexibility and memorable experiences. As Landry’s expands its presence on Cvent, the team is confident that their approach—blending the reach of digital technology with the warmth of true hospitality—will keep their restaurants top of mind for group business.

A meeting team monitor with a purple and blue icon on a black background.
  • Digital platforms like the Cvent Vendor Marketplace, Powered by Reposite, are essential for connecting with both traditional and non-traditional event planners.
Presentation Projector Screen icon in blue color with a black background. The logo is in the shape of a rectangle.
  • Speed and personalization win business: Responding quickly and with a high-touch approach sets venues apart in a crowded marketplace.
A pixelated blue and purple arrow forms a circle on a black background, symbolizing synchronization.
  • Centralized management and feedback loops enable scalable, sustainable growth—especially for brands managing large portfolios.
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  • Aligning with respected industry platforms boosts credibility and visibility, opening doors to new, high-value corporate clients.
Products used:
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RESTAURANT LOCATIONS

600+

CHALLENGE

  • Limited exposure to new corporate and association planners, fragmented communication that often bypassed administrative and HR planners, and manual, time-intensive lead management that slowed responses and obscured ROI.
  • A diverse 600-restaurant portfolio and disjointed advertising meant the company lacked a unified, scalable way to serve each property’s needs and reach planners who source exclusively through digital platforms.

SOLUTION

  • Cvent Vendor Marketplace, Powered by Reposite broadened exposure beyond traditional MICE planners to include executive assistants and HR professionals, while routing all group inquiries through the national sales office to ensure consistent, personalized, and rapid responses.
  • Elevate upscale brands, showcase unique private dining spaces, and personalize digital interactions to mirror in-venue hospitality.

RESULTS

  • The marketplace opened access to new planner segments leading to repeat business, long-term partnerships, and national-level corporate discussions.
  • Centralized, automated lead intake improved operational efficiency and team morale, freeing sales leaders to focus on relationship-building and enhancing Landry’s reputation by aligning its upscale restaurants with Cvent’s trusted industry presence.
  • In the first year on Reposite, Landry’s generated over $100,000 in new revenue directly tied to the platform.
  • Expanded from 25 to 225+ properties on the platform.
 
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