SPORT AS A SPACE FOR CONNECTION 
Major sporting events tell a story that goes far beyond competition. 
They tell stories of emotions, identities, and shared moments. 
Global events such as the Olympic Winter Games Milano Cortina 2026 now represent a cultural and communication platform where territory, sport, and innovation come together. 
In this scenario, the role of companies is also evolving, increasingly focused on creating experiences capable of generating authentic connections with people. 

THE MEDAL TABLE OF TASTE 
If sport celebrates performance, the gastronomic experience at events can also be seen as a journey toward excellence. 

We can imagine a symbolic “medal table of taste”: 
Gold – quality of the experience 
Silver – service fluidity 
Bronze – accessibility of the convivial moment 

Food at events is no longer just a logistical support, but a language capable of expressing brand values, culture, and identity. Every detail contributes to shaping the perception of the overall experience. 

SOCIALITY AND EXPERIENCE DESIGN 
A concrete example comes from the project developed with Caffè Vergnano, Official Coffee of the Olympic and Paralympic Winter Games Milano Cortina 2026. 
The Ape Oyster vehicles set up as coffee stations transformed an everyday gesture into a moment of connection within the event. 
Coffee becomes a pause, a meeting point, and a space for conversation: a natural gathering place even in the most dynamic and international contexts. 

THE FOOD TRUCK AS AN EXPERIENTIAL MARKETING TOOL 
The food truck represents one of the most interesting evolutions of brand communication at events. 
Streetfoody’s approach demonstrates how mobility can become a strategic advantage. It is not just about serving a product, but about occupying a narrative space capable of bringing into the event: 

- brand identity 
- gastronomic storytelling 
- direct relationship with the public 
- coherence between food experience and corporate communication 

In a world where attention is a precious resource, the ability to create memorable micro-moments becomes a distinctive element. 

BEYOND COMPETITION: THE VALUE OF INCLUSION 
With the closing of the Winter Olympic Games, the chapter of the Paralympic Winter Games Milano Cortina 2026 now begins, continuing the sporting narrative while placing the value of inclusion at the center. 
The Ape Caffè Vergnano vehicles will continue to be present during this new phase, accompanying athletes, staff, and the public with the same energy and quality. 
The Paralympics remind us that sport is a universal language, capable of overcoming barriers and bringing different people together. In the same way, the food experience at contemporary events must be designed to be shared, accessible, and open. Mobile and flexible solutions become concrete tools to foster this widespread participation. 

At StreetFoody, we design vehicles that allow our clients to focus on the experience and the audience, with the certainty that every technical, logistical, and functional aspect has been carefully studied in every detail. 
Because when a brand enters a major event, the difference lies not only in what it offers, but in the tool it uses to do so.