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The major European event dedicated to the future of restaurant brands

From the alliance between Alimentaria + Hostelco and Marcas de Restauración comes Imagine Foodservice Europe, the strategic meeting point for companies seeking to anticipate the future of foodservice.

The programme will take place on the Talks Stage at The Horeca Hub, a space designed to inspire, connect and boost the sector forward through high-impact content.

  • March, 24th & 25th of 2026
  • The Horeca Hub - Talks Stage
Co-organized with:

Vision, innovation & growth

The essential event for the future of restaurant brands

Over two days, it will bring together senior executives and key professionals from the organised catering sector to analyse trends, explore new business models and understand where European markets are heading.

The event will place special focus on:

  • Business internationalisation.

  • The adoption of emerging technologies, such as artificial intelligence.

  • Process optimisation and operational efficiency.

  • The integration of more sustainable practices.

The future of restaurant brands

The programme for the first edition of Imagine Foodservice Europe will feature an international panel of leading speakers, offering strategic and practical insights into the key challenges and opportunities facing the sector.

María Castroviejo, Senior Analyst at Rabobank and a specialist in Consumer Foods & Foodservice, will analyse the economic outlook in Europe and its impact on the foodservice industry. Alongside her, the discussion will address trends in raw material prices, trade barriers and the main regulatory challenges. The perspective will be complemented by contributions from sector associations such as HOTREC, Serving Europe, AIGRIM and FIPE, which will outline their role in consolidating Europe’s position as a benchmark for organised foodservice.

The congress will take an in-depth look at the evolution of branded foodservice and market trends, with a particular focus on the Quick Service Restaurant segment. Executives such as Luis Quintiliano, President of McDonald’s Spain, and João Almeida, Market Leader for KFC Iberia, will share how consumer insights influence strategy, expansion and decision-making within major foodservice groups.

Innovation and technology will take centre stage in the programme. Silvia Leal, an international expert in artificial intelligence applied to organised foodservice, will analyse how AI is transforming the sector through process optimisation, enhanced customer experience and the creation of new business opportunities.

Enrique Francia, Executive Chairman of FoodBox, will discuss the key strategies for scaling foodservice brands internationally and capitalising on the growing interest of investment funds in the sector.

The programme will explore the relationship between organised foodservice and FMCG through retail and co-branding. Speakers such as Manuel Zamudio, CEO of Krispy Kreme Spain, will demonstrate how collaboration between brands and the integration of foodservice offerings in retail environments can enhance the restaurant experience, create synergies and strengthen brand positioning.

The congress will also feature industry leaders such as Luis Comas, CEO of AmRest; María José Cuenda, General Director of Commercial and Real Estate at AENA; and Alberto Torrado, Board Member of Alsea. In addition, executives from specialised consultancies will participate, including Miguel Afán de Rivera (Simon-Kucher), Edurne Uranga and David Portalatín (Circana), as well as Nuria Moreno (Worldpanel by Numerator) and representatives from NielsenIQ. Together, they will share their expertise and strategic vision to examine the challenges and opportunities shaping the future of European foodservice.