Back to agenda Phase 1: EMPATHIZE : ‘What the F**** is this?’ & ‘Brand Drama Roulette’ Tue 11 Mar | 15:30 - 16:05 Premium VIP Pass With dynamics like “What the F*** is this?” and “Brand Drama Roulette,” participants explore real and fictional examples of local brand adaptations, reflecting humorously on the impact of these strategies. These activities seek to foster empathy and connection with local consumers. This phase breaks the ice and opens the door to creativity. Speakers Hugo Henri Global Head of Customer Experience & Innovation Aramark Patricia Garcia Global Food & Beverage Director Melia Hotels Yassir Raïs CEO Syra Coffee Carlos Gelabert Cofounder & CEO The Fitzgerald Burger Company Moderators María Fe De la Piedra Director of Culinary & Operations Livit