Gonzalo Iceta: From the hotel business to revolutionize the restaurant industry with Healthy Poke

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The restaurant sector has evolved rapidly in recent years, driven by changes in consumer behavior, digitalization and the growing demand for healthier options. In this context, Healthy Poke has established itself as one of the benchmark brands in Spain within the fast-casual segment. We talked to Gonzalo Iceta, its founder, to learn about his career, the challenges of entrepreneurship in the restaurant industry and his vision for the future of the sector.

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From the hotel business to the restaurant business: an unexpected turn of events

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Gonzalo, your career began in the hotel industry, but you ended up founding a chain of restaurants. How was that transition?

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"I had no direct experience in restaurant management, but I did know catering from the hotel world. My training and career were focused on hospitality, and during my time in this sector I had the opportunity to understand how different brands operated within hotels."

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That experience was key to developing his interest in the gastronomic business. However, he took the definitive step when he detected a clear opportunity in the Spanish market.

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"We saw a clear trend in other markets and wanted to bring it to Spain with our own vision. We knew that poke was gaining popularity in other countries and we wanted to develop a model that not only focused on the product, but on the complete customer experience."

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Healthy Poke's beginnings and growth

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Healthy Poke has expanded rapidly in the last few years, what were the main challenges at the beginning?

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"Entrepreneurship in the restaurant business is a daily challenge. It's not just about having a good product, it's about understanding the business as a whole. From logistics and operations to team management and supplier relations, everything counts."

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Gonzalo and his team faced challenges such as process optimization, cost management and building a strong brand identity. However, their focus on product quality and customer experience allowed them to grow solidly.

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"From the beginning, we bet on a fast-casual model based on healthy eating, digitalization and a differential customer experience. We wanted Healthy Poke to be not just a place where people would come to eat, but a brand they would identify with."

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The role of technology in restoration

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Digitalization has become a key factor in the restaurant industry. How has it influenced Healthy Poke's growth?

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"Today, digitization is not an option, it is a necessity to be efficient and competitive. From the beginning, it was clear to us that we needed to rely on technology to optimize operations and improve the customer experience."

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The implementation of digital tools has allowed Healthy Poke to improve order management, optimize service at its stores and strengthen its online sales channel. In addition, the use of data has helped them to better understand their customers and personalize their offer.

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"Today's consumer is looking for speed, convenience and customization. Thanks to technology, we have been able to adapt our service to these needs and continue to grow efficiently."

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Industry challenges and advice for entrepreneurs

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What do you think are the biggest challenges for restaurant entrepreneurs?

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"It's a very competitive industry with tight margins. It's not enough to have a good product; it's essential to manage costs well, build a strong brand and adapt quickly to market changes."

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For those who want to start a restaurant business, Gonzalo recommends focusing on three key pillars:

1. A strong team: "Surrounding yourself with skilled people who share your vision is key to success."
2. Differentiation: "There are many options in the marketplace, so finding your unique proposition is critical."
3. Financial planning: "Many businesses fail because of cash flow problems. It's important to understand the numbers right from the start."

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The future of foodservice and the impact of the consumer

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How do you see the future of the restaurant industry in the coming years?

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"The customer is increasingly demanding and looking for healthier, sustainable and personalized options. The brands that know how to adapt to these changes and offer a differentiating experience will be the ones that survive."

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Gonzalo points out that the future of the restaurant industry will be marked by three major trends:

• Personalization: "Customers want options tailored to their needs and preferences".
• Sustainability: "There is increasing awareness of environmental impact, and brands must respond to this demand."
• Omnichannel: "It's not just about having physical stores, but about offering an integrated experience between online and offline."

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Conclusion

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Why trust theRest for the management and optimization of Healthy Poke?

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"I trust theRest because they fully understand the specific needs of the organized foodservice industry and offer tools that really impact operational efficiency and day-to-day decision making.

They have a very experienced team that is helping us in various processes of expansion, marketing and operations. Without a doubt, 100% recommendable."

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The story of Gonzalo Iceta and Healthy Poke is an example of how vision, innovation and adaptability can transform an idea into a successful business. With a clear commitment to digitalization and customer experience, Healthy Poke continues to consolidate its position in the Spanish market and to set the course for healthy restaurants.

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