VIII Horeca Congress of Aecoc

It brings together 500 executives from the sector in Madrid

More than 500 professionals from the main hospitality companies in the country met on November 29 and 30 at the HORECA Congress of AECOC in search of keys and strategies to adapt, and if possible advance, to the needs and desires of the post-crisis consumer.

In a scenario marked by the return to the home of the consumer and the fall in spending on restoration, the speakers of the Horeca Congress of Aecoc have highlighted the great awareness of the consumer for the price while insisting that companies must differentiate themselves beyond this factor. In this sense, they have highlighted the importance of providing more added value based on strategies aimed at improving consumer experiences, creating new opportunities (for example breakfasts) and differentiating beyond price.

Future forecasts

Despite the market data presented at the Meeting Point – 60% of consumers have reduced their spending on food outside the home – entrepreneurs in the sector have been optimistic about the future of their businesses. Thus, 42% have indicated that they believe that in 2011 their results will improve with respect to the current ones; identical percentage to the one that believes that it will remain in line with the current ones. Only 16% have confessed to believing that in 2011 their results will be worse than this year. However, 45% of the catering entrepreneurs gathered in Congress believe that the economic recovery will wait until 2013, as they have stated through an interactive system of voting in the room. 42% said that the situation would improve from 2012 and 9% from 2011. Only 4% have been convinced that we are already on the road to recovery. Asked about the growth paths that their companies will promote, 61% of those attending the Horeca Congress of Aecoc have said that their companies will choose to gain size, 21% have indicated that they will internationalize and 18% that they will choose to deleverage.