A+H Launches the Imagine FoodService Europe Forum
McDonald’s and KFC to participate in the organized catering panel
Alimentaria+Hostelco will host the first edition of Imagine FoodService Europe on March 24 and 25 at Fira de Barcelona. This international strategic forum, co-organized with Marcas de Restauración, will bring together entrepreneurs, operators, chains, and tech experts from the sector.
The program addresses digital transformation and new consumption models
Barcelona, 26/01/26
Imagine FoodService Europe will delve into the primary drivers of transformation redefining the industry in Europe: the evolving economic context and its impact on business models, the new consumer and their demands, the transition toward a more digital and efficient sector, automation, the rise of delivery, innovation applied to organized catering, and operational sustainability.
The program features a top-tier international panel of speakers. María Castroviejo, Senior Analyst at Rabobank and specialist in Consumer Foods & Foodservice, will analyze economic outlooks and their industry impact, alongside other figures addressing raw material price trends, trade barriers, and key regulatory challenges.
The vision will be complemented by perspectives from sectoral associations such as HOTREC, Serving Europe, AIGRIM, and FIPE, which will share their role in consolidating Europe as a benchmark in organized catering. The creation of this forum reinforces the joint commitment of Alimentaria+Hostelco and Marcas de Restauración to position Spain as a European leader in foodservice innovation and development.
Leaders from McDonald’s and KFC to discuss strategy and expansion
The congress will explore the evolution of branded catering and market trends, with a special focus on the Quick Service Restaurants (QSR) segment. In this area, executives such as Luis Quintiliano, President of McDonald’s Spain, and João Almeida, Market Leader of KFC Iberia, will explain how consumer insights influence strategy, expansion, and decision-making for major catering groups.
Innovation and technology will take center stage with a keynote by Silvia Leal, an international expert in Artificial Intelligence applied to organized catering. Her session will analyze how AI is already transforming the sector through process optimization, enhanced customer experience, and the generation of new business opportunities.
International expansion will be covered by speakers like Enrique Francia, Executive Chairman of FoodBox, who will share the keys to scaling catering brands internationally and leveraging the growing interest of investment funds in the sector.
The forum analyzes the connection between organized catering and retail
Imagine FoodService Europe will address the link between organized catering and consumer goods through retail and co-branding. Speakers such as Manuel Zamudio, CEO of Krispy Kreme Spain, will demonstrate how brand collaboration and the integration of catering proposals into retail environments can extend the restaurant experience and strengthen brand positioning.
The program will be rounded out by leaders including Luis Comas, CEO of AmRest; María José Cuenda, General Commercial and Real Estate Director at AENA; Alberto Torrado, Board Member at Alsea; as well as executives from specialized consultancies such as Miguel Afán de Rivera (Partner at Simon-Kucher), and Edurne Uranga and David Portalatín from Circana.
Alimentaria+Hostelco, which will celebrate its 50th anniversary in 2026, expects the participation of approximately 3,300 exhibiting companies, occupying 100,000 net square meters across 7 pavilions at Fira de Barcelona’s Gran Via venue. From March 23 to 26, the event anticipates over 110,000 professional visitors, 25% of whom are international. Marcas de Restauración represents 52 companies with over 180 brands, generating an annual turnover of 8.1 billion euros.
https://www.alimentaria.com
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