Forum Retail 2026: technology and discussion for franchise networks in Milan

Humanoid robots, automated baristas and virtual showrooms are among the experiences announced for Forum Retail 2026, taking place on 11 and 12 November at Superstudio Più in Milan. For the franchising community, the event offers an opportunity to discuss technologies that could shape both head office operations and the day-to-day running of franchised outlets.

Two days exploring retail and innovation

Organised by IKN Italy, Forum Retail expects more than 1,500 retailers, 300 speakers and 150 technology suppliers at its 2026 edition. These are projected attendance figures, not confirmed results: the event will feature two days of meetings, in-depth discussions and professional networking.

The programme focuses on artificial intelligence, data management, changing consumer habits and the evolution of retail models. Its central theme is the transformation of retail, explored through both discussions between professionals and hands-on technology demonstrations.

For those working in franchising, the relevance goes beyond the novelty of the devices. Digitalisation, automation and integrated information management touch on issues shared by many networks: how to organise stores, support franchisees and maintain consistent service across different outlets. These are useful perspectives from which to assess the technologies announced for Milan, without mistaking a demonstration for a solution already suited to every brand.

From demonstrations to store needs

The planned experiences include humanoid robots, automated baristas, virtual showrooms, podcasts and artificial intelligence applications for personalisation. The announced line-up therefore combines tools for physical store operations with solutions that shape customer relationships and the way products and services are presented.

For a franchise network, each proposition raises different questions. When considering an automated system, for example, it is worth asking which task it is intended to support and what changes it would require of staff. For a virtual showroom, the assessment might focus on its contribution to the shopping experience and how easy it is for customers and staff to use.

AI applications for personalisation, meanwhile, require clarity about what information is needed and what outcome is intended. These are assessment criteria, not claims about the performance of technologies at the event. Trying them in person can help visitors formulate more precise questions, but it is no substitute for checking how they would work under an individual store’s operating conditions.

McDonald’s Italia’s franchising team among the announced guests

The announced guest list includes Pierpaolo Coli, Head of Franchising at McDonald’s Italia. His presence brings someone directly involved in franchise management into the discussion at an event aimed at the wider retail community.

Also announced are Giorgio Santambrogio, Chief Executive of Gruppo VéGé; Annalisa Ferri, Head of Marketing at Sammontana Italia; Alessandro Martire, Associate Partner at Bain & Company; Matteo Flora and Mirko Bruni, respectively Founder and Board Member, and Chief Executive of The Fool; and Massimo Cortinovis, Head of Digital Strategy at Lega Basket.

The list brings together expertise in retail, marketing, consultancy, franchising and digital strategy. For franchisors and franchisees, the potential value of these discussions lies in the opportunity to view technologies from different perspectives: not simply as tools to buy, but as choices that need to fit into business operations and customer relationships.

Planning a visit for a franchise network

The expected scale of the event makes a focused visit worth planning. A useful approach is to start with a specific store-level problem and identify the most relevant demonstrations or people to speak to, rather than trying to explore every new development.

Before considering a trial, franchisors and franchisees can discuss total costs, training requirements, support, compatibility with existing tools and criteria for measuring results. These checks help distinguish the interest generated by a presentation from genuine usefulness to the network.

Practical tip: arrive at Forum Retail with a short list of needs agreed between head office and stores. For each technology under consideration, ask what problem it solves, how it fits into day-to-day work and what evidence can be used to assess its effectiveness.