22nd European Foodservice Summit – Digital Edition

F&B Insights from Around the World

  • What’s going on in the Middle East?
  • Dr. Oetker goes into F&B operations
  • Meet leading F&B players in Zürich in October

September 21st, 2021
3 p.m. (CET)

This event will take place in English.

This Digital Talk will take you from the Middle East to Germany and the USA.

Sign up to learn more about the following topics:

Middle East
When Covid-19 hit, the tourism-driven industries of the Middle Eastern countries suffered a severe setback. How did the hospitality sector handle the situation? Has the summer season brought the hoped for recovery? What are the current challenges? And what long-term effect will this crisis have on Middle Eastern hospitality businesses? Mert Askin, President of Food & Beverage at Azadea Group with 120 outlets across eight countries in the Middle East and North Africa will provide insights and answers.

Guglhupf and Pudu Pudu
Worldwide expansion in times of the pandemic – Dr. Oetker Hospitality is leading the way: the company has recently launched two completely different restaurant concepts: „Guglhupf und Du“ in Frankfurt, in the centre of Germany, and „Pudu Pudu“ in Venice Beach, Los Angeles. Florian Schneider, Managing Director of Dr. Oetker Hospitality, explains how to accelerate the speed of service in Germany and why a pudding in L.A. may cost 11 dollars.

European Foodservice Summit – Oct. 7 & 8 in Zürich
The world leaders from the international foodservice sector will meet again this year at Lake Zurich in Switzerland. On October 7 and 8, networking will once again be the order of the day. During this special edition of the Summit, 120 top decision-makers from our industry will discuss the future of business and exchange ideas. Professor Chris Muller, co-founder of the European Foodservice Summit, will briefly introduce select program points of this high-class meeting.


The following speakers are confirmed:

Mert Askin

Mert Askin

President of Food & Beverage, Azadea Group

Mert Askin is the President of Food & Beverage at Azadea Group, leading the F&B division, which has 120 outlets across eight countries in the Middle East and North Africa.

Prior to joining Azadea in 2014, Mert gained extensive operational experience leading the casual all-day dining chain of the d.ream group (Doğuş Restaurant Entertainment and Management), one of the world’s fastest growing restaurant groups with more than 170 outlets, including Kitchenette, Gunaydin, Nusr-et and Zuma.

Earlier in his career, Mert was a management consultant with the Boston Consulting Group (BCG) in Germany, where he advised clients in various sectors on business strategies. He also worked with Ernst & Young Luxembourg in advisory practice.

Mert Askin holds a bachelor’s degree in Operations Management from the Koc University, Istanbul, where he graduated with the highest of honors. He also holds an MBA from UNC Kenan-Flagler Business School as a Richard H. Jenrette fellow.

Christopher C. Muller

Christopher C. Muller

Ph.D. Principal and Founder, Gastronomical Adventures Consulting

Christopher Muller, Ph.D. is a leading academic expert in the field of corporate/chain restaurant management. His research has focused on multi-unit restaurant brand management; chain restaurant organization development and growth; and the training of multi-unit managers.

Dr. Muller has had extensive experience in the hospitality service business including start-up restaurant ownership. He has been a strategic consultant and provider of executive education to local, national and international restaurant, beverage, and hospitality management companies.

Professor Muller has lectured on management topics to a variety of individuals throughout the world, including presentations to organizations from Germany, Great Britain, Russia, China, Italy, Singapore, Hong Kong, Korea, Australia, Mexico, Central and South America.  Muller is one of the co-founders of the annual European Foodservice Summit (www.efss.ch).

Along with his commercial work he is a volunteer member of the Board of Directors for the non-profit Innovation Studio which activates Venture Cafés in Cambridge, MA and Providence, RI; he serves on the Advisory Committee for the Federal Reserve Bank of Boston’s Reinventing Work Initiative; and is a founding member of the collaborative Massachusetts Professional and Culinary Trainers (Mpact) social mission organization.

Chris has accepted a position as a Courtesy Professor at the Chaplin School of Hospitality & Tourism Management.  He is the former Dean and recently retired Professor of the Practice of Hospitality at the Boston University School of Hospitality. Dr. Muller has also held academic positions at UCF’s Rosen College of Hospitality Management and Cornell University’s School of Hotel Administration. Dean Muller received both his Doctorate and Masters degrees from the School of Hotel Administration at Cornell University.  He has written the popular book, The Leader of Managers: Leading in the Multi-Unit, Multi-Site and Multi-Concept World and more than 50 published articles in academic journals and trade magazines. He is often quoted in the media.

Florian Schneider

Florian Schneider

Managing Director, Dr. Oetker Hospitality GmbH

Florian Schneider is a food lover, world traveler, horse rider, and philanthropist.

During his studies of marketing, journalism and literature he started his own media agency and published several horse books. Because of his love for food, people and travel he eventually came into the foodservice industry.

Starting as an operations manager at Vapiano, one of Germany’s leading Italian-style fast casual chains, he took over as VP of International Training, building up an international trainer team, which was responsible for new Vapiano openings on all continents. He then became franchisor, director of operations and member of the management board, running all major franchise and joint venture markets.

In 2018 Florian left Vapiano to become member of the executive board of Sticks’n’Sushi with the task to expand the famous Danish Sushi brand within the german speaking market.

Now, as Managing Director of the 2019 founded Dr. Oetker Hospitality he and his dedicated team develop new food concepts and roll them out professionally. This year, he launched two new concepts: a bakery-café called “Gugelhupf & Du”, opening in Germany first and developed for the core markets in Europe. And an innovative pudding dessert concept in Los Angeles, called “pudu pudu”.

Boris Tomic

Boris Tomic

Moderator, Editor in Chief Hotel & Gastromedien

Boris Tomic, born in Essen, studied Theatre Studies, English and Politics at various German universities and in London. He received his master’s degree in Berlin. As a freelance journalist, he worked for many daily newspapers and journals as well as for television in the 1990s. Boris Tomic is editor-in-chief of the trade publications foodservice, ahgz and foodservice Europe & Middle East and their online presences at the dfv Media Group.

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