The Horeca Hub

WHEN HORECA, RETAIL AND AUTOMATION COME TOGETHER

The borders have fallen.

In this Focus Session, you will discover how restaurants, retail, and new hybrid formats are creating real growth opportunities.

Cases, partnerships, and models that work.

A session to open your mind, identify new channels, and understand how to play on multiple boards without losing identity.

INDUSTRY LEADER: Pablo de la Rica

The hospitality sector is experiencing a hybridization shift, where traditional restaurants, retail, automation, and vending coexist. This session focuses on understanding this new landscape and its real implications for business.

How retail and hospitality are redefining the stomach share to capture new consumption occasions, breaking the traditional boundaries between purchase and experience. We will analyze how new habits, format hybridization, and technology integration are creating unprecedented moments of consumption.

The boundaries between HORECA and Retail are blurring, giving way to new strategic alliances that open opportunities for growth, visibility, and diversification. In this roundtable, we explore how restaurateurs and retail operators are learning to work together: how these collaborations are built, how they are negotiated, which models work best, and the challenges they pose in terms of brand, operations, and control. A key conversation to understand how these alliances are redefining customer access and expanding the playing field for both sectors.

From survival to selective growth

In this talk, we explore how an iconic product can become the foundation of a solid and scalable multichannel business model. From retail to foodservice and major transit hubs such as airports, the conversation reveals how opportunities are identified, formats are adapted, and multiple channels are managed without losing brand coherence. A talk to understand how to think about distribution, business models, and expansion when the product is the starting point, but vision is what makes the difference.

The creative genius of these three chefs does not rest. Disfrutar once again shares with its followers the latest culinary explanations.

This keynote will map the global trends and benchmarks redefining hybrid business models and outline the strategic implications for operators in 2026 and beyond.

As a synthesis, the key elements of the new hybrid environment are outlined, identifying risks and opportunities, and drawing practical conclusions to adapt business models, diversify revenue streams, and compete more effectively in a transforming market.

The Moroccan-born chef invites us on a journey through the Mediterranean. Moha, from El Terrat restaurant, draws inspiration from his roots and the rich culinary history of the Mediterranean. His culinary approach explores and blends the historical and cultural connections of various Mediterranean civilizations.

Spponsored by Royal Air Maroc

WHEN THE BEST RESTAURANT NO LONGER WINS, THE BEST MODEL DOES

Discover why some businesses grow, scale, and attract investment while others, despite being brilliant, fall behind.

In this Focus Session, we will analyze models, efficiency, structure, and business mindset.

You will take away practical insights to rethink your business, make it more profitable, and design it with a future vision without losing its soul.

INDUSTRY LEADER: Joan Jover

We are experiencing a competitive shift: the rules of the game have changed. This session provides context on how business models are evolving and what new factors determine success in the hospitality sector today.

A strategic and inspirational session on how Food & Beverage is evolving to respond to new consumer demands and an increasingly complex business environment. From independent concepts to hospitality, cruises, retail, and corporate spaces, we will explore how F&B is used as a key activation point to create experiences, differentiation, and brand value, and how it is becoming a decisive lever in strategic decision-making.

Hospitality no longer competes solely on cuisine, service, or location. It competes on model, structure, and adaptability. In this roundtable, key perspectives from the sector —independent restaurateurs, restaurant groups, and branded dining— come together to examine how the way of competing has radically changed. Costs, talent, scale, brand, experience, efficiency, and resilience all come into play from very different realities. An honest conversation to understand which factors are redefining competitiveness today, which models withstand current pressures best, and which strategic decisions will determine the survival and growth of the hospitality business in the coming years.

This year Lasarte celebrates its 20th anniversary. Twenty years of memory, evolution, risk and learning. Thousands of dishes that no longer exist, yet still live on in those who tasted them. An anniversary that affirms an identity and honours a legacy rich in shared experiences.

A contemporary interpretation of one of the most representative compositions of Catalan culinary tradition: sea and mountain.

In this interview, Jennifer Pettinger, founder of the Global Restaurant Investment Forum, invites us to step beyond the local framework to understand how a HORECA business is evaluated today in the most competitive international markets. From Dubai, one of the world’s leading laboratories for restaurants and hospitality, we explore what investors look for, which models inspire confidence, which mistakes capital penalizes, and which attributes make a concept scalable, or not. A key conversation for operators who want to attract investment, expand internationally, or approach their business with a global mindset.

High competitiveness is not improvised: it is designed. In this talk, two major high-volume operators —one from organized dining and the other from on-the-go/rest stop dining— share the lessons that can only be learned when managing thousands of services a day. Suppliers, people, processes, technology, and customer relationships are viewed through the lens of total effectiveness. The goal is not to copy industrial models, but to translate their learnings into the context of independent restaurants. A session to understand which decisions make a difference today, how to gain efficiency without losing identity, and which practices have become essential to compete successfully in an environment radically different from just a few years ago.

In a highly competitive environment, the difference between surviving or growing lies in the design of the business model. This talk explores the role of the consultant as a strategic figure to create, evolve, or scale HORECA concepts more quickly and with greater guarantees of success. Methodology, structure, tools, and experience help shorten the entrepreneur’s learning curve, identify critical competitiveness factors, and make better decisions. A key reflection on how external vision and professional methods strengthen the Business Power of businesses.

The executive summary integrates lessons from various operational models, identifying which factors drive competitiveness today and which strategic decisions a business should prioritize to remain profitable and relevant.

WHEN DATA, EXPERIENCE, AND PROFITABILITY MEET

The hotel experience is no longer improvised: it is designed using data, sound judgment, and strategic vision.

This Focus Session reveals how intelligence, distribution, automation, and customer experience come together to drive efficiency and profitability without losing soul.

You will leave with practical insights to make better decisions, optimise operations, and build coherent experiences in an increasingly demanding market.

INDUSTRY LEADER: Álvaro Carrillo de Albornoz

The hotel sector is experiencing a technological and operational shift driven by AI, automation, and sustainability. This session provides context on these changes and their direct impact on costs and competitiveness.

By 2026, up to 50% of searches will be conducted through AI engines such as ChatGPT or Google AI Overviews. Travelers will no longer browse through links: they will request direct answers, recommendations, and immediate bookings. For hotels, the message is clear: traditional SEO is no longer enough. AI visibility, personalization, and a seamless digital experience will be key to staying competitive.

The leadership of both associations will welcome attendees and introduce the two-day program, highlighting its objectives and key themes.

Analysis of the current economic and regulatory context in Europe and its direct impact on the sector. The session focuses on the key challenges and opportunities arising from this environment and highlights the importance of addressing them collectively to strengthen Europe’s competitiveness.

Artificial intelligence has emerged as a new key player in hotel distribution, transforming the way customers search, compare, gather information, and book. Conversational chatbots, new recommendation dynamics, and shifts in the decision-making process are redefining the balance between the customer, OTAs, and hotels. This roundtable examines how this landscape is changing, the implications for each stakeholder, and how to adapt sales and distribution strategies so that technology becomes a win-win opportunity rather than a threat to profitability and customer relationships.

Analysis of the evolution and outlook of prices and raw materials, highlighting the importance of understanding the economic and regulatory context, the challenges and opportunities for sector companies, and trade and non-trade barriers affecting development in Europe.

Hospitality is, by definition, a deeply human industry. Yet in a context of cost pressure, talent shortages, and rising guest expectations, automation and robotics are emerging as key levers of the new operating model. This roundtable explores how technology can free up time, reduce friction, and improve economic efficiency without dehumanizing the guest experience. On the contrary, when applied effectively, it allows teams to focus on what truly adds value, enhance service quality, improve working conditions, and build hotels that are more profitable, sustainable, and ready for the immediate future.

Analysis of the current state and outlook for branded foodservice in the U.S. and Europe, offering key insights on consumer trends, customer behavior, and growth opportunities in the sector.

Digitalisation is no longer an operational tool: it is the nervous system of the F&B department. From procurement to recipe costing, from waste management to profitability by point of sale, this session explores how technology enables data-driven decision-making, reduces operational friction, and transforms control into a competitive advantage.

Presentation of the traditional Ramadan recipe book that the FRINUTS brand has created together with the cooks Saloua Loqmane and Fátima Labyedh.

A culinary journey where creativity and innovation meet on the plate. Through differentpreparations, the main alternative protein products from ZYRCULAR FOODS and itsAMARA brand will be presented, exploring textures, flavours and new gastronomicpossibilities for contemporary cuisine.

Evolution and trends of quick service restaurant categories, comparing markets and contexts, and exploring how companies use consumer insights to guide strategic decisions and identify growth opportunities.

“Harmony of Flavors · China–Spain Pairing” is a gastronomic pairing experience that invites participants to discover new combinations of dishes and beverages through the dialogue between the culinary traditions of China and Spain. Within the framework of Alimentaria, the event proposes a sensory journey that explores balance, complementarity, and surprise, creating a space for encounter and enjoyment around the table.

Culinary demonstration offered by the Catalan Government’s Department of Agriculture, Livestock, Fisheries and Food, together with PRODECA.

Sustainability has ceased to be just a narrative and has become an operational imperative in the hotel industry. Energy, water, waste, products, talent, and the guest experience converge in high-impact, highly complex establishments. This roundtable addresses sustainability from a comprehensive and realistic perspective: how to design sustainable models from the outset, how to transform existing operations, and how to balance efficiency, profitability, and responsibility. A key conversation to understand which decisions truly matter, how to avoid greenwashing, and how to turn sustainability into a solid, measurable competitive advantage for the hotel business.

The closing section summarizes the main conclusions on distribution, operational efficiency, and sustainability, integrating key lessons to help hotels make smarter decisions in a highly competitive environment.

Join us for an exclusive tasting led by the Head of the Parmigiano Reggiano Academy. Discover the story behind this world-famous Italian cheese followed by a vertical tasting of three different aging stages. This unique sensory experience is designed for professionals eager to explore the versatility of Parmigiano Reggiano - from aperitif to dessert- and learn how its evolving flavors and textures can elevate a variety of culinary occasions .

The full-service restaurant market adapts to changing customer behaviors, evolving experience expectations, and industry trends, identifying opportunities to innovate and enhance competitiveness.

Airports are enhancing their dining offerings to create more enjoyable and engaging experiences, making transit areas places where eating and drinking are part of the overall journey.

A cuisine learned far from Ronda. Catalan culture did not reach Benito through a territory, but through a way of living and understanding cooking. Argentona, Can Raimi, the farmhouse. Kitchens where there is no artifice, where the product leads and time is respected. This way of understanding the craft is what both Bardal and Tragatá uphold today: an honest, direct cuisine, rooted, yet free from nostalgia.

The importance of the gastronomic identity created at Nolla, shaped through —and despite— the zero-waste model and our condition as immigrants, cooking with local products while interpreting them through our own gastronomic roots.

How this category is shaping the experience in branded restaurants. From morning coffee rituals to quick breaks and social moments, it shows how offerings are evolving to delight consumers, combine quality and convenience, and create memorable experiences across all moments of consumption.

A gastronomic exploration of the life journey of the three-Michelin-starred Torres Brothers in their hometown of Barcelona, seen through the lens of its architectural singularity. Culinary and architectural talent intersect to offer a snapshot of Barcelona’s potential as a city of excellence for cultural and artistic exchange.

FROM CHAOTIC TECHNOLOGY TO THE DECISION-MAKING ECOSYSTEM

This Focus Session isn’t about technology, it’s about taking control of your business.

It brings digitalization down to earth and shows how to connect data, operations, and customers to gain control, margin, and focus. Less hype, more judgment.

You will leave with clarity on which technology you need, which you don’t, and how to turn data into actionable decisions.

INDUSTRY LEADER: Emilio Gallego

Digitalization is undergoing a decisive shift: data is moving from being optional to strategic. This session provides context on how technology is changing the way hospitality is managed and decisions are made.

Artificial intelligence in organized restaurants is already here, yet its full potential remains untapped. Beyond digitalization, the present thrives on transformation, enhancing processes, improving customer experiences, and creating new business opportunities.

In today’s restaurant industry, the difference between a full restaurant and one with empty tables is often not the kitchen, but the data. In this practical workshop, we will analyze the complete customer journey, from the moment someone discovers a restaurant to when they become a loyal customer, to understand what information is generated at each stage and how it can be used to make better decisions. Through live questions, real examples and industry data, participants will identify which metrics they should track in their business and how digitalization makes it possible to turn information into profitability. A clear and practical approach to move from “gut feeling” management to data-driven decision making.

This roundtable brings together companies that develop and distribute these technologies to compare vision, reality and practical application. The discussion will address which solutions are truly mature, where they deliver value today, what the barriers to adoption are, and how to scale their implementation according to business size. A conversation aimed at distinguishing trend from real impact and understanding how to turn technological innovation into tangible competitive advantage.

How nutrition and predictive health have become the new status symbol, boosting longevity, cognitive performance, and overall well-being.

In major international chains, F&B is no longer managed by intuition: it is driven by data. This session brings together three corporate directors to analyse how technological intelligence, smart standardisation, and sustainability are redefining guest experience, operational efficiency, and global positioning.

How to scale a brand internationally, leveraging investor interest and growth strategies in the restaurant and hospitality sector. Enrique Francia (FoodBox), Henry McGovern (McWin Capital Partners) and José María Arellano (TowerBrook Capital Partners) will discuss strategies to scale foodservice brands internationally and the growing role of investment funds in the sector.

Digitalization is entering a new phase: the shift toward data-driven decision making. In this roundtable, industry experts explore how technological tools, their integration, and the intelligent use of information are transforming the daily and strategic management of restaurants.

For years, technology in the restaurant industry has been perceived as a necessary cost. This talk proposes a radical shift in perspective: understanding it as a strategic investment with economic, operational and competitive returns. We will analyse the mechanisms that make it possible to move from expense to investment, how to assess the real ROI of technological solutions, and what financial, fiscal and management advantages a restaurant can unlock. A key session for making technology decisions with a business mindset and for stopping seeing innovation as a burden and starting to see it as a growth lever.

This roundtable brings together companies that develop and distribute these technologies to contrast vision, reality, and practical application. It will address which solutions are truly mature, where they are delivering value today, what the barriers to adoption are, and how to scale implementation according to business size. A conversation aimed at separating trends from real impact and understanding how to turn technological innovation into a tangible competitive advantage.

The executive summary brings together the key insights on digital tools, interconnectivity, and data usage, drawing practical conclusions to improve control, efficiency, and tactical and strategic decision-making.

Closing with the presidents of the organizations after two days full of experiences, data, and insights that drive decision-making.

How popular memory can be transformed, through technique, into a contemporary gastronomic language. Using the Castañada/Castanyada as an example, Jordi will guide us through a dialogue between tradition that withstands the passage of time and technical avant-garde.

Romain Fornell, awarded in 2025 with the prestigious Legion of Honour of the French Republic, will present some of the great classic French sauces, such as beurre blanc and béarnaise, together with emblematic preparations like pâté en croûte and pastry-crusted soups, reinterpreted through a personal lens shaped by his career in Barcelona.

We will discover what led Hideki Matsuhisa to leave Japan and choose Barcelona as the destination to develop his professional journey.