Q&A on ReFuel Forum USA 2024 – Building on a successful debut
Published on: Aug 15, 2024
After its inaugural edition last year, the second instalment of ReFuel Forum USA is scheduled for September 9-11 in Dallas, Texas. We speak with Ben Barter, Portfolio Director of OpenRoom, about how the upcoming event is evolving from its debut and what innovations and trends attendees can expect.
Q. What insights did you gain on last year’s debut, and how will they shape this upcoming edition?
A. The inaugural ReFuel Forum USA last year offered valuable industry insights, emphasizing e-mobility, EV transition, and the role of technology in retail modernization. These themes will be expanded in the upcoming edition, with a deeper exploration of AI and digital innovation. Retailer-only discussions remain a cornerstone, building on shared challenges identified previously. The event continues to prioritize collaborative problem-solving among North America's leading players, underscoring the critical role of relationship building in the industry.
The first ReFuel Forum confirmed our assumptions that the US market is receptive to the format of pre-matched 1-2-1 meetings. The efficient nature of the program and high value attendees ensured that time was well spent for suppliers. 2024 brings improvement in attendance and in the personnel.
Q. What challenges did you face introducing ReFuel Forum to the US market, and how has it impacted networking and business growth?
A. The sheer size of the US market is a challenging environment for an unknown presence to establish itself. This was further amplified by our goal to create an event with a national reach, extending into Mexico and Canada, where there is high competition between established industry players. Additionally, the abundance of regional events made it difficult to find a place within an already crowded calendar.
Despite these obstacles, the feedback from attendees was overwhelmingly positive. The 1-2-1 meeting concept, offering 15 minutes of uninterrupted time with key decision-makers, stood out as a unique feature that participants hadn't experienced at other events. The environment curated by OpenRoom also garnered high praise. Retailers and suppliers were able to build a strong rapport due to the informal networking and being together in the same hotel for 2 days –also a new and well-received experience for many.
Q. With technology being a key focus at these events, what innovations and cutting-edge solutions can attendees expect to see?
A. Attendees can expect a strong cohort of data led companies with solutions to grow their bottom line. AI is a strong theme currently, with many supplier companies using AI in fleet management, fuel pricing, location planning, and retail store connectivity. The discussion on Tuesday 10th September titled, ‘AI Fuels the Future: Navigating Retail & Convenience in the Digital Age’ will have PriceEasy and Symphony AI present these use cases, with involvement from retailers Murphy’s and Re-Up too.
However, technological innovations are not just seen through AI, there will also be more traditional offerings from our supplier companies. For example, companies focused on signage and refrigeration are contiguously striving for efficiency and providing more cost-effective products for their customers.
Q. What can attendees look forward to in the panel sessions at this year’s ReFuel Forum USA?
A. Panel sessions are set to cover a range of topics crucial to the retail and convenience industry. Highlights include a fireside chat with Tiffany Fraley, CEO of InConvenience Inc, discussing the creation of innovative c-store brands with a focus on female leadership, and a panel on how AI is transforming the retail and convenience sectors, featuring leaders from trailblazing companies Re-Up, PriceEasy and SymphonyAI. Additionally, a session on Whataburger's growth strategy will explore foodservice innovation in one of the fastest-growing QSRs in the US. These sessions promise to offer valuable perspectives on industry trends and strategic innovation.
Q. How will the rise of foodservice innovation be reflected in this year's edition?
A. Foodservice innovation will be highlighted through sessions that emphasize not only the independent growth of convenience stores as competitors to quick-service restaurants (QSRs) but also their strategic partnerships with QSRs to capitalize on the untapped revenue potential in foodservice sales. The session "WhataLocation: How Whataburger Looks @ Growing" will specifically explore how c-stores are collaborating with QSRs like Whataburger to enhance their foodservice offerings and attract more customers. Additionally, discussions in the "AI Fuels the Future" session will focus on how technology upgrades are driving foodservice innovation, enabling c-stores to rival or even surpass QSRs in value, while also leveraging these partnerships to expand their market share in the foodservice industry.
