The Foodservice Strategies Reshaping Hospitality
Innovation and adaptation were at the forefront of discussions at this year’s European Foodservice Summit. Industry leaders Alessandro Preda (QSRP, sitting 2nd from left), Shine Yang (Uber Eats, middle), and Mathieu Herrero (Areas, 2nd from right) joined a panel discussion moderated by EFSS Programme Director Katrin Wissmann and Prof. Dr. Torsten Olderog.
The discussion delved into the challenges and strategies shaping travel gastronomy, quick service, and delivery. Among the key themes were the uneven recovery of airport traffic across regions, the growing influence of digital tools and data in driving customer retention and delivery growth, and the emerging role of automation in streamlining operations. The panelists also emphasized the importance of developing delivery strategies tailored to local markets.
Grounded in data and practical examples, the session offered valuable insights for operators navigating a rapidly evolving European hospitality and restaurant landscape.
Top 5 Key Learnings
- Airport Traffic Strongly Diverges by Region
Airport foodservice traffic has exceeded pre-pandemic levels in some regions, particularly Southern Europe, which is up 10% compared to 2019, while Central and Northern Europe remain largely flat. Operators face the challenge of addressing diverse customer profiles and must implement flexible concepts to manage both regional and behavioral polarization. (Mathieu Herrero, Areas) - Personalization and Efficiency through Food Streaming
QSRP’s “food streaming” model delivers on-demand, AI-driven, personalized food experiences. With 76% of sales made through digital channels and 14.5 million registered loyalty members, this approach is reshaping customer convenience and operational efficiency. (Alessandro Preda, QSRP) - Data and Loyalty Programs Drive Delivery Growth
Customer data and loyalty programs are pivotal for both platform and restaurant growth. Over half of Uber Eats orders come from loyalty members, with successful partners using data to optimize menus, opening hours, and promotions. (Shine Yang, Uber Eats) - Automation Pilots Show Mixed Customer Reactions
The implementation of autonomous, robotic concepts such as self-service stores in airports generates polarized reactions—some customers are enthusiastic, while others are skeptical. Despite reductions in labor costs, human presence remains important for customer satisfaction. (Mathieu Herrero, Areas) - Successful Delivery Strategies Require Menu Adaptation
Leading restaurants on delivery platforms customize their operations and menus specifically for delivery—streamlined menus, adapted workflows, and enhanced packaging. These adjustments are essential for efficient, high-quality delivery and for differentiating from in-restaurant experiences. (Shine Yang, Uber Eats)
Data and Numbers Shared
- Airport Passenger Traffic:
- 2024 airport flows exceed 2019 levels; Southern Europe up ~10%.
- The industry lost 3–4 years of growth due to the pandemic.
- Passenger numbers are expected to double by 2042–2045 compared to 2024.
- By 2053, global air passenger traffic is forecasted to reach 2.4 times the 2024 level.
- Country & Airport Highlights vs. 2019
- Spain: +12.4% (Some airports +20%)
- Italy: +15.6% (Some airports +20%)
- Portugal: +17.3% (Azores +50%)
- Germany: -15.6% (Frankfurt down 13%)
- UK: -1.8% (Gatwick down 9%)
- France: -3.6% (CDG down 8%)
- QSRP Digital Penetration:
- 76% of sales via digital channels.
- 14.5 million loyalty program members.
- Uber Eats Platform and Growth:
- 600 million unique customer visits annually across Uber apps.
- Over $10 billion USD in annual orders.
- Double-digit YoY growth in UK and France; 50–60% in Spain and Germany.
- Average delivery orders per European: three per month; up to 10 per month in Asia.
