MAPIC launches dedicated F&B event in Milan


Nathalie Depetro, director of MAPIC, talks to RetailWatch about the launch of the first ever MAPIC Food & Beverage in Milan this May, and why the retail real estate community needed a dedicated food event.


Reed Midem is finalising plans to launch its debut MAPIC Food & Beverage (F&B) in May 2018 ­after exploring the theme at two key summits in 2017. The two-day event will be held in Milan, Italy on 23-24 May 2018 at MiCo – Milano Congressi, and aims to bring together F&B providers, investors and landlords at the city centre venue.

The move comes after the conference specialists flirted with a main F&B theme for its flagship MAPIC event in Cannes last November, and also held an experimental one-day F&B summit in Milan last May.

The latest trends

‘The MAPIC F&B event is important at this time of large scale food and beverage development within the shopping centre industry,’ said Jonathan Doughty, global head of food services at ECE Projektmanagement.

‘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.’

In contrast to MAPIC in Cannes, retailers will be the exhibitors and real estate professionals will come as visitors, according to Reed Midem. The conference will offer an exhibition area where international F&B retailers can showcase their concept to international real estate professionals who want to expand their food retail mix in shopping centres, transit zones, high streets and outlets.

Exploring food halls

Major retail operators and master franchise companies who have signed up for MAPIC Food & Beverage include Amrest, Azadea, Blackwood, Iran Mall, Rosinter, CAA Global Brands and Harper Dennis Hobbs. Confirmed retailers include Jamie Oliver Restaurant Group, KFC, Starbucks Coffee Company, Rex Caf, Rocket Restaurant, Flunch, Hardee’s, Heavenly Desserts, Pink Fish, La Place and Mama Burger.

One of the major industry trends to be explored during MAPIC Food & Beverage will be that of food halls. In a recent white paper food influencer Stephane Keulian said: ‘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 in 2016. And there are more in the development pipeline. As strong as recent growth has been, it is only just the beginning.’

The MAPIC family

Keulian will be moderating a main panel session during MAPIC Food & Beverage entitled Food Halls: The New Flagship Retail Model? Among the confirmed speakers for this panel session Andrea Rasca, founder of Mercato Metropolitano. Didier Souillat, CEO, Time Out Market, Tiziana Primori, managing director and FICO Eataly World.

Reed MIDEM’s retail real estate stable now includes MAPIC, MAPIC Italy, MAPIC Russia, MAPIC China Summit and MAPIC India.