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EVENT PREVIEW | MAPIC FOOD

FOOD DESTINATIONS

OF TOMORROW

Launched in 2018, MAPIC FOOD is the only international event dedicated to food

retail companies within the retail & real estate industry. The second edition of the
unique deal-making marketplace will take place on the 8-9 May at the MiCo Milano
Congressi in Milan, Italy.

he two-day MAPIC FOOD conference will the opportunity to focus on how food and beverage are
provide F&B brands with a powerful business turning retail destinations into lifestyle venues and social
platform to showcase their concept, network hubs and the challenges facing the sector.
Tand establish partnerships with international “MAPIC FOOD will highlight the key values that a Food &
retail property players. Beverage concept needs today and what kind of experience
On-site there will be a tasting and exhibition area, where people want with food. Under the banner ‘Food: The Social
major international F&B players will exhibit, looking to Glue of the Digital Era,’ industry experts will discuss new food
meet food & travel operators and landlords. Attendees will formats, how to get the right F&B mix in retail outlets, what drives
also be able to network with world-class attendees, spot landlords and owners in their F&B choices and what food and
the latest food and beverage trends and meet food and hall retail destinations will look like in the future. These important
experts in the conference and pitching sessions and find questions come at a time when identifying and servicing the
key content dealing with food industry matters. latest initiatives, fads and long-term consumer food trends has
In today’s fast-paced digital world, food provides an become increasingly complex for F&B operators. These are the
opportunity to socialise that cannot be experienced essential ingredients for success in today’s F&B sector,” notes
through technology. An emerging generation of food MAPIC FOOD Deputy Director Francesco Pupillo.
brands and dining concepts has breathed new life into retail The F&B ‘experience’ is now considered a key element
spaces, turning them into lifestyle places for people to dine in reinforcing the attractiveness of retail destinations and
out, chill out and play, giving the digital generation more will be the subject of a major MAPIC FOOD conference
reasons to visit physical spaces. discussion on 9 May.
More than 2,000 participants from over 50 countries One of the main questions facing landlords and owners
are expected, including foodservice retailers, franchise is the F&B mix they offer clients at a time when consumer
partners, F&B operators, travel retail operators, landlords, tastes are changing at breakneck speed. Recent developments
investors, marketing, logistics and digital solution providers, include the growing demand for vegan food in the US and
making it one of the key events in the MAPIC calendar. UK. Similarly, food allergens and ethical and environmental
Key speakers at MAPIC FOOD include the opening keynote awareness are rising at the same time as consumers show
speaker Claus Meyer, culinary entrepreneur & co-founder an increasing willingness to embrace new world foods, fusion
of the NOMA restaurant, the two Michelin star restaurant offers and even consider insects as a new lean protein source.
that has been awarded four times ‘best restaurant in the MAPIC FOOD’s central theme will also take an in-depth
world’ by Restaurant magazine. look at digital’s impact on future food and retail destinations.
Alongside him will be such speakers as François Blouin, Discussions will range from the impact of online-driven food
President of Food Service Vision, Gamze Cizreli, Founder delivery to the use of digital data in F&B marketing strategies.
& CEO of Big Chefs Café & Brasserie, Jonathan Doughty, Marco Beolchi, retail food specialist, believes that physical
Global Head of Foodservice, Leisure & Placemaking at ECE and social media communities will play a growing role in
Projektmanagment, Edward Duckett, Managing Director driving F&B innovation and creating loyalty around brands.
of Rothschild & Co., Marie-Pierre Soury, CEO of La He says that F&B specialists: “Will have to be increasingly
Croissanterie and Jerzy Tymofiejew, Chief Development guided by ideas and interactions with consumers, turning
Officer of AmRest to name just a few. them into contributors. Those who follow a brand need to
The MAPIC FOOD 2019 programme will explore the feel a sense of real belonging to the brand community and to
hottest trends and foods brands formats that are reshaping perceive that they are playing an active role that generates
the retail and foodservice market, helping attendees to new ideas and products, based on real-time feedback from
create social hubs and customers to live new compelling buyers. This is how the community will become not only a
experiences they cannot live online. customer but also the biggest asset of the brand.”
The second edition of MAPIC FOOD has chosen the social .
function of F&B and consumers’ innovative and emotional FOR MORE INFORMATION OR TO
experiences as its central theme. Taking place in Milan, in
parallel with the International Food Week, MAPIC FOOD BOOK YOUR PLACE, PLEASE VISIT:
will provide F&B and retail real estate specialists with www.mapic-food.com

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