Reed MIDEM, organiser of MAPIC, MAPIC Italy, MAPIC Russia, MAPIC China Summit and MAPIC India, will launch the first MAPIC Food & Beverage in May 2018.

The new two-day event will be held in Milan, Italy on 23rd – 24th May 2018 at MiCo – Milano Congressi.

Food and Beverage has become a key factor in enhancing the customer experience within retail destinations. With the e-commerce revolution dramatically transforming the positioning of shopping malls as leisure destinations, today food halls are a stimulus and a nucleus to bring the local community together and to turn retail spaces into an exciting environment where people can eat, meet, shop and work. For retail destinations, it is now essential to gather the right mix of F&B retailers to continue to be attractive.

“The MAPIC F&B event is important at this time of large scale food and beverage development within the shopping centre industry. F&B is a perfect place maker, but it is really important to know what the latest trends are, and when to say “we have the right amount” of food and to exchange ideas and plans for the future. MAPIC F&B Milan will provide that platform for discussion,” explains Jonathan Doughty, Global Head of Food Services at ECE Projektmanagement.

In contrast to the MAPIC in Cannes, retailers will be the exhibitors and real estate professionals will come as visitors. MAPIC Food & Beverage will be a unique, international and powerful business platform. It will offer an exhibition area where international F&B retailers can showcase their concept to international real estate professionals looking at expanding their foodservice retail mix in shopping centers, transit zones, high-streets and outlets.

Major retail operators and master franchise companies will be present at MAPIC Food & Beverage, including Amrest, Azadea, Blackwood, Iran Mall, Rosinter, CAA Global Brands and Harper Dennis Hobbs. Retailers already confirmed to attend are Jamie Oliver Restaurant Group, KFC, Starbucks Coffee Company, Rex Caf, Rocket Restaurant, Flunch, Hardee’s, Heavenly Desserts, Pink Fish, La Place and Mama Burger.

Food halls as the new fashion

One of the major industry trends to be explored during MAPIC Food & Beverage, will be that of food halls. In a recent white paper commissioned by MAPIC Food & Beverage, its author, food influencer Stephane Keulian explains, “Millennials appreciate hanging out and socialising in [food halls] since they are potentially a playground for everything they want. According to a recent Cushman & Wakefield survey, the growth of food halls in the US has increased by 700% since 2010 and the company expects the number of food halls to exceed 200 by 2019, about double the number of open food halls in 2016. And there are more in the development pipeline. As strong as recent growth has been, it is only just the beginning.”

Stephane Keulian will be moderating a main panel session during MAPIC Food & Beverage entitled Food Halls: The New Flagship Retail Model? The session will explore the key components to creating an attractive food hall, such as location, space, clustering and concepts. Fast food chains, local artisans, restaurants, butcher shops, boutiques… what is the best combination? Authenticity, tradition, local products: how to turn department stores & shopping malls into food destinations & develop retail tourism? Among the confirmed speakers for tis panel session is Andrea Rasca, Founder, of Mercato Metropolitano.

More information on MAPIC Food & Beverage can be found on the website:


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