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Five keys to understanding the HORECA sector 2018


Earlier this year all have something in common: we want to know what will happen. What we will find, what we have to face. Both in our personal lives and, especially, in our business. For it, We search websites, we read newspapers, We consult with analysts, reviewed reports ... we use all the tools at our disposal to set ourselves the map of the year and that innovation is not caught us by surprise.

Well today I bring you a very valuable tool for this 2018: five keys to understanding the HORECA in the year which just released. Can I accompany?

The CINCO keys you need to understand the HORECA 2018

1.- Welcome to The Great Digital Show

It is the primary key 2018, it has been 2017 and will remain so in the future. The emergence of digital, Technology, in HORECA sector is a fact. A reality that and we discussed and we drew conclusions in the day The restaurant in the digital era of the Basque Culinary Center (as I told you in my web), and a reality that will continue to guide the steps of the sector and marking him several milestones and challenges in 2018.

Some of them are already here, as the a-commerce, the development of self-serve checkout or improvement of new technologies for Delivery, Take Away y Grab & Go. Others will discover throughout the year.

2.- Virtual to get personal

But ... we had not been in the client looks closeness and a return to the staff? You are right, but in 2018 it will do so through technology. That is to say: who they want a personal service, as the analog of a lifetime, but with tools and forms of digital communication.

Asks consumers to interact virtually with companies like you would in the analog plane, what you want is that the companies are buying her friends. In this context, the virtual assistants They are called to be company image more than ever and to become your ambassadors, the link between your client and you. further, in the post-demographic era in which the targets are increasingly atomize the sake of the development of increasingly specific and diverse needs, the customer no longer wants to bands: She wants to attend.

At Hospitality 4.0 Congress de HIP2018 (congress, as you know, I direct), We talk at length about this.

3.- Handle customer atomization, as a challenge

The year that has just begun will be the customer solitaire. If we had more and more narrow and specific targets, Now comes the full atomisation: the customer's own. This phenomenon also involves designing in the HORECA business a supply and service experience for one person. If you do not have procedures provided, it's time to design them and open their eyes to a new way of understanding business. further, remember that in 2018 the customer will demand more than ever measure experiences and analysis Big Data will allow us to put them on a platter.

4.- Let's talk about CSR

And let's do that 2018 HORECA will be the year of transparency, social responsibility inside and outside the business, commitment to sustainable development and involvement with improving the immediate area of ​​influence of business. End the Food Waste will be in the spotlight and will be the leitmotif of several proposals and business concepts and based on the exploitation letter. But the RSC will not stay there. The ecological turn go a step further to become flag a sector that tends to transparency and the generalization of good practice.

5.- He came “adventure Time”

Yes because, among such technology, social conscience, change and improvement, experience in the hospitality sector will tend to gamificación and extreme customization, to convert the business offer a kind of "Choose Your Adventure" for the customer. This I have already spoken on my web. I invite you to visit if you want to go deeper.

Now that you know where you are going to walk the sector this year newly released, recalls Goethe: "It is not enough to know. It should also apply ". Get to work.

We have a goal: Share knowledge to grow together and generate sustainable and happy business.

About the Author

Trend research, innovation and strategy, consultant and lecturer. Director of Hospitality 4.0 HIP Congress Madrid. Founder and Director of HorecaSpeakers. Professor of Basque Culinary Center, OSTELEA / EAE and other business schools. Handbook author Neo Innkeepers Valientes.


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