Back to agenda Phase 2: IDEATE + DEFINE | ‘1, 2, 3… Answer Again!’ & ‘Brief without Beef’ & ‘Brief without Beef’ Tue 11 Mar | 16:30 - 17:05 Premium VIP Pass In this stage, attendees work in teams to generate innovative ideas. The dynamic “1, 2, 3… Answer Again!” stimulates quick and creative responses, while “Brief without Beef” helps filter and select the most promising ideas, focusing on key aspects such as the target audience, products, and operational strategies. Speakers Patricia Garcia Global Food & Beverage Director Melia Hotels Yassir Raïs CEO Syra Coffee Carlos Gelabert Cofounder & CEO The Fitzgerald Burger Company Moderators Sara Rebollo Brand Strategy Designer & Co-Creation Specialist Livit