Convenience Services is a rapidly growing and changing industry and plays a vital role in delivering speed and satisfaction to consumers. Staying ahead of the curve as related to food and beverage trends is vital to ensure your business remains relevant and solvent, in light of changing consumer and workplace demographics. This not-to-be-missed session will help you navigate key beverage trends to capitalize upon, including how to think about the unique role of plant-based beverages, how consumers view cold brew versus iced coffee, and coffee customization and the implications for a best-in-class coffee bar.
Director of Consumer Insight and Category Management
Meghan Liefeld is a Director of Consumer and Category Insights at Danone North Amercia. She received her BS in Economics at Carnegie Mellon University prior to joining the HJ Heinz Company as a Market Research Coordinator. She credits her 8 years with Heinz as the foundation for cultivating an understanding and adoration for the fields of consumer insights and marketing strategy. In 2013, Ms. Liefeld moved to Denver to join the WhiteWave team (now Danone), dedicated to the creation of consumer-relevant product innovation for the Silk brand. Meghan currently supports the Away From Home business at Danone. Her efforts are focused on understanding coffee culture and behavior via Danone’s biennial Coffee Bar program (a proprietary research program focused on the away-from-home attitudes and habits of coffee drinkers) as well as how consumer behaviors are evolving in the space of health and wellness in Convenience and Foodservice channels. When she isn’t thinking about consumer attitudes and behaviors and their application to brands, she spends her time with her husband trying to catch their 2 young children.