{"id":5773,"date":"2025-12-11T11:21:14","date_gmt":"2025-12-11T10:21:14","guid":{"rendered":"https:\/\/dfvcg-events.de\/european-foodservice-summit\/?p=5773"},"modified":"2025-12-11T14:05:35","modified_gmt":"2025-12-11T13:05:35","slug":"inside-vicio-success-pillars-of-spains-boldest-burger-brand","status":"publish","type":"post","link":"https:\/\/dfvcg-events.de\/european-foodservice-summit\/inside-vicio-success-pillars-of-spains-boldest-burger-brand\/","title":{"rendered":"Radical Authenticity Meets Digital-First"},"content":{"rendered":"<h3><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-5774\" src=\"https:\/\/dfvcg-events.de\/european-foodservice-summit\/wp-content\/uploads\/sites\/19\/2025\/12\/TF76482.jpg\" alt=\"\" width=\"8192\" height=\"4608\" srcset=\"https:\/\/dfvcg-events.de\/european-foodservice-summit\/wp-content\/uploads\/sites\/19\/2025\/12\/TF76482.jpg 8192w, https:\/\/dfvcg-events.de\/european-foodservice-summit\/wp-content\/uploads\/sites\/19\/2025\/12\/TF76482-1500x844.jpg 1500w, https:\/\/dfvcg-events.de\/european-foodservice-summit\/wp-content\/uploads\/sites\/19\/2025\/12\/TF76482-705x397.jpg 705w\" sizes=\"auto, (max-width: 8192px) 100vw, 8192px\" \/><\/h3>\n<p><strong>Launching during Covid, Vicio\u2019s founders bet on digital-first delivery and deep cultural ties with Gen Z. At the European Foodservice Summit 2025, EEO and co-founder Oriol de Pablo Morat\u00f3 shared how authenticity\u2014inside and out\u2014built their loyal community, turning Vicio into a \u20ac70M sensation with 40+ outlets across Spain and Portugal.<\/strong><\/p>\n<p>Their key to success: tech obsession, ultra-simple menus, creative disruptor mentality, and a narrative that\u2019s both aspirational and anti-establishment. Vicio\u2019s success &#8211; it\u2019s now Spain\u2019s No.3 delivery brand-\u00a0 is a case study in building a brand with soul, speed, and social impact.<\/p>\n<p>&nbsp;<\/p>\n<h3>Top 5 take-aways from Oriol&#8217;s session:<\/h3>\n<ol>\n<li><strong>Radical Authenticity Drives Connection<\/strong> Vizio attributes its rapid growth and Gen Z appeal to aligning internal culture with external branding. Consistent and genuine values internally (company culture) and externally (brand) are fundamental. The company\u2019s anti-fake stance\u2014\u201cradical authenticity\u201d\u2014means policies and public image must align, or credibility and connection, particularly with Gen Z, are lost.<\/li>\n<li><strong>Digital-First, Tech-Driven Operations<\/strong> From the start, Vicio allocated one-third of resources to technological development\u2014building their own point-of-sale, customer loyalty, and operations systems. This enabled real-time performance improvements and operational efficiency, differentiating Vizio from competitors and reducing average delivery time in Barcelona from 40 to 25 minutes.<\/li>\n<li><strong>Rapid Replication and Scale<\/strong> Strategic focus has been essential to Vizio&#8217;s rapid expansion. The founders maintained clear priorities: by concentrating exclusively on delivery (\u201cPlan B distracts you from Plan A\u201d) and perfecting core processes, the company scaled from zero to 40 restaurants and \u20ac70 million in revenue within five years.<\/li>\n<li><strong>Community and Collaboration with Gen Z<\/strong> Gen Z responds to brands that are collaborative and open to co-creation, not just passive consumption. Vizio fosters this with pop-up events, social presence, and real-time digital interaction, blending online and offline experiences.<\/li>\n<li><strong>Consistency and Coherence as Strategy<\/strong> Vizio\u2019s menu is short, focused on elevated classics (burgers, fries, and fried chicken), which optimizes operational excellence, cost control, and consistency across locations. This approach also fortifies the brand&#8217;s identity as authentic and reliable and strengthens brand identity.<\/li>\n<\/ol>\n<h3><\/h3>\n<p>&nbsp;<\/p>\n<h3>Data and Numbers Shared<\/h3>\n<ul>\n<li><strong>Founded:<\/strong>\u00a0October 2020; first burger served on 15th October 2020<\/li>\n<li><strong>Growth trajectory:<\/strong>\n<ul>\n<li>Year 1 (from Oct. 2020): \u20ac4 million revenue<\/li>\n<li>2021: \u20ac20 million<\/li>\n<li>2022: \u20ac22 million<\/li>\n<li>2023: \u20ac39 million<\/li>\n<li>2024: \u20ac55 million<\/li>\n<li>2025: Projected over \u20ac70 million<\/li>\n<\/ul>\n<\/li>\n<li><strong>Locations:<\/strong>\u00a040 restaurants in five years<\/li>\n<li><strong>Employees:<\/strong>\u00a0900 total (70 at HQ)<\/li>\n<li><strong>Market Position:<\/strong>\u00a0Third largest delivery restaurant operator in Spain<\/li>\n<li><strong>Expansion:<\/strong>\u00a0Operations in Spain, growing presence in France and Portugal<\/li>\n<li><strong>Delivery Efficiency:<\/strong>\u00a0Reduced standard delivery in Barcelona from 40 to 25 minutes through tech innovation<\/li>\n<li><strong>Sales Volume:<\/strong>\u00a0Over 600 orders per restaurant per month<\/li>\n<li><strong>Investment Split:<\/strong>\u00a0Of every \u20ac3, \u20ac1 is invested in product, \u20ac1 in technology, \u20ac1 in profit<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Launching during Covid, Vicio\u2019s founders bet on digital-first delivery and deep cultural ties with Gen Z. At the European Foodservice Summit 2025, EEO and co-founder Oriol de Pablo Morat\u00f3 shared how authenticity\u2014inside and out\u2014built their loyal community, turning Vicio into a \u20ac70M sensation with 40+ outlets across Spain and Portugal. Their key to success: tech [&hellip;]<\/p>\n","protected":false},"author":30,"featured_media":5774,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[55],"tags":[],"class_list":["post-5773","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Radical Authenticity Meets Digital-First | European Foodservice Summit<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/dfvcg-events.de\/european-foodservice-summit\/inside-vicio-success-pillars-of-spains-boldest-burger-brand\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Radical Authenticity Meets Digital-First | European Foodservice Summit\" \/>\n<meta property=\"og:description\" content=\"Launching during Covid, Vicio\u2019s founders bet on digital-first delivery and deep cultural ties with Gen Z. 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