Delivery, data and differentiation: the future of foodservice according to Edurne Uranga
Edurne Uranga is VP Foodservice Europe at Circana, a leading global data analytics company. With more than 15 years of experience in the sector, Edurne is one of the most authoritative voices to talk about the transformations that the foodservice market is undergoing. In this interview, she analyzes the evolution of delivery in Spain, the most promising expansion models, the digitalization of the sector and the strategic value of data. An essential conversation to understand the challenges and opportunities that mark the future of foodservice.
Delivery in Spain: Transformation and Challenges
In recent years, delivery has gone from being an extra to a key element in the restaurant industry. What have been the main factors behind this change in Spain?
The pandemic not only accelerated the growth of delivery, but also helped to democratize and universalize the service, making it an accessible option for all types of consumers. In the post-pandemic stage, delivery is no longer an extra, but a key and recurring part of consumption in Spain. Moreover, we have seen how it is contributing to the growth of the foodservice sector: 6 out of every 10 euros generated by delivery are incremental revenues for the industry and do not cannibalize other channels such as the dining room or takeaway. In other words, instead of taking customers away from traditional formats, delivery is expanding the market and offering new growth opportunities for the sector.
How do you see delivery evolving over the next few years, and will we continue to see growth or will it reach a plateau?
We are entering a stabilization phase where the key will be the ability of digital options-both aggregators and proprietary web/app-to capture and adapt the consumption occasions that were traditionally made by phone call. These are precisely the ones that are falling, but still represent 42% of national traffic made via delivery. Those who know how to integrate these occasions into their digital ecosystem and offer a seamless and convenient experience will lead the next stage of delivery growth in Spain.
Expansion and Growth Models
Many brands seek to expand, but do not always do so successfully. From your experience, what are the most common mistakes in expansion and how to avoid them?
One of the most frequent mistakes is to replicate models without adapting them to the particularities of each market. Regional expansion has been key in recent years to continue generating demand and professionalizing the sector. However, in a country like Spain, where gastronomy has very marked regional customs, it is essential to have a good understanding of the differences between territories.
Each region has a unique gastronomic richness and different consumption habits, which makes it essential to analyze what consumers are willing to pay, what their usual channels of contact are, what moments or occasions of consumption best fit their lifestyle and how their relationship with restaurants is structured. Adapting the value proposition to these local particularities is key to successful expansion.
Moreover, expansion has become increasingly strategic and complex. Openings no longer represent only net growth, but directly affect the evolution of the current restaurant fleet, altering demand in the comparable universe. While this drives system-wide growth, it also increases the competitiveness of the market, as the performance of each establishment depends not only on its internal management, but also on the pace of expansion of other players. In this scenario, understanding how new openings impact demand and the profitability of the existing park is key to sustainable expansion.
Which growth model do you see as having the most potential today: franchising, dark kitchens, partnerships with retailers or other formats?
Franchising remains a solid option, but models such as dark kitchens and retail partnerships are gaining ground. We are increasingly moving towards omnichannel formats, which allow brands to reach consumers at different times and in different demand spaces. From in-room consumption to takeaway, delivery or even the sale of products in supermarkets, the key will be to diversify the points of contact with the customer to maximize the business opportunity.
Digitization and Data in Restoration
In your presentation at HIP Madrid 2025, you talked about digitalization in the industry. What are the most decisive technological tools for the restaurant industry today?
Digitalization has become a fundamental pillar for the sector. Tools such as order management systems, reservation platforms and data analytics solutions enable restaurants to optimize operations and improve the customer experience. In addition, emerging technologies such as artificial intelligence and machine learning are beginning to play an important role in personalizing offerings and predicting demand.
According to data we have shared and collected in our Sentiments by Circana study, 47% of Spanish consumers say that apps and digital options improve their dining experience. This impact is significantly higher in Spain than in other European countries, underscoring the importance of adopting digital solutions that meet the expectations of local customers in our country.
The industry is becoming increasingly data-driven. How can restaurants leverage data to improve customer experience and profitability?
The industry is becoming more and more aware and focused on understanding the consumer, their expectations, needs and demands. This is key if we want to ensure traffic in the establishments of this industry. And to understand this, data becomes the key piece as it provides a deep insight into consumer behavior. By analyzing them, the industry can identify patterns, preferences and areas for improvement. This allows it to customize the offer, optimize the menu and define a successful pricing architecture, which translates into a more satisfying customer experience and greater profitability for the business.
In addition, digitization facilitates the implementation of more effective loyalty programs and rapid adaptation to market trends. In today's dynamic environment, where total consumer demand in foodservice has peaked, the ability to make informed decisions based on data is a key competitive advantage for any foodservice establishment.
The future? In a few years the Foodservice sector will operate in a similar way to its counterpart, Food Retail, where all decisions are made based on data.
Final Reflection
If you had to identify one key trend that will define European foodservice in the next five years, what would it be?
The foodservice industry is evolving into a more complex and dynamic ecosystem, where differentiation will be key to success. The complete customer experience has become the central pillar, as consumers seek not only quality products, but also exceptional service and an ambiance that enriches their visit.
The boundaries between foodservice and retail are blurring, giving way to hybrid models that combine foodservice, retail and innovative formats. This convergence is forcing brands to redefine their strategies and explore new opportunities to reach consumers at different times and in different consumption spaces. The competitive universe is being redefined.
Holistic sustainability is no longer just a trend, but a growing expectation. Consumers are looking for options that integrate environmental, social and economic impact into their value proposition. Sustainability storytelling and inclusiveness are becoming key factors in connecting with an increasingly demanding audience.
Finally, digitization and artificial intelligence are transforming the restaurant industry, opening up a world of possibilities for offer personalization, operational optimization and consumer understanding. Although we are only at the beginning of this revolution, the direction points to a more technological, hyper-personalized and efficient sector.
In the coming years, success in foodservice will depend on the ability of brands to adapt to this changing environment, innovate in their offerings and connect with consumers on multiple levels.
What do you think is the biggest challenge facing the sector in the short term?
Competition for consumer attention will be intense. With limited traffic growth, it will be crucial to differentiate and offer clear added value. In addition, adapting to new work dynamics, such as the reduction of telecommuting, will require a re-evaluation of strategies to attract and retain customers.
Conclusion
Edurne Uranga's insights confirm that the foodservice industry is evolving towards a more complex, competitive and digital environment. Understanding the consumer, differentiating and making data-driven decisions are now the keys to success.
At theRest®, we help brands meet these challenges with strategic solutions in expansion, digitalization, delivery and customer experience. Because in an ever-changing industry, sustainable growth is only possible with vision and data.
