IFBTA is the concept partner of NRF 2024’s Foodservice Innovation Zone

Rob Grimes January 16, 2024
Using Conversa AI’s conversational video platform, President and CEO Matthew Shay welcomes guests from more than 40,000 visitors to this year’s Food Innovation Zone.

The IFBTA is proud to announce we are the concept partner for the new Foodservice Innovation Zone at NRF 2024: Retail’s Big Show. The Food Innovation Zone is ready to serve the latest in food technology innovation with more than 50 companies showcasing future-forward foodservice technology and immersive activations displaying the powers of a connected kitchen as well as how robotics can be integrated into the process.

“The retail industry is constantly evolving, and at NRF 2024, we are excited to explore innovations in the food service industry,” NRF Senior Vice President of Events Susan Newman said. “NRF’s Foodservice Innovation Zone will showcase new technologies to improve the customer foodservice experience and highlight how foodservice can be integrated into any retail space.”

The Foodservice Innovation Zone stage will feature leaders and innovators in food, and immersive activations place participants in real-life environments to see and interact with the technology that is changing the way retailers and operators deliver food to their customers. Additionally, the Foodservice Innovation Zone will include celebrity guest appearances from Robert Irvine of “Restaurant Impossible,” Crystal Kung Minkoff of the “Real Housewives of Beverly Hills” and Jon Taffer of Taffer’s Tavern.

“The partnerships between retailers and food operators are critically important in convenience stores, restaurants, grocery and other non-traditional environments,” International Food and Beverage Technology Association CEO Rob Grimes said. “The Foodservice Innovation Zone will provide the nearly 40,000 NRF 2024 attendees with the opportunity to witness these emerging technologies and understand how they operate and how businesses can benefit from them.”

Created in partnership with NRF and IFBTA, the Foodservice Innovation Zone overall sponsors are Kyndryl and PepsiCo; Michelin sponsors include Comcast Business, Creative Realities, Fortinet, Middleby, NCR VOYIX, PAR, PepsiCo, Samsung, Shiftsmart and Structural Concepts.

Retail’s Big Show is held in New York Jan. 14-16, and is expected to bring together attendees from 6,200 brands and nearly 100 countries