Restaurant brands are innovating and adapting to a consumer who is less loyal and more selective. Borja Hernández de Alba is President of Marcas de Restauración, the national business association representing the main branded restaurant groups operating in Spain. He highlights the trend amongst diners to seek balance between eating healthily and enjoying their food, as well as their increasing concern about the need for sustainability.
How have sales figures for branded restaurants evolved so far this year?
Borja Hernández: According to data from Circana, so far this year, and taking the summer months into account, the number of visits to branded restaurants has risen by 0.2%. In addition, there has been a 3.7% increase in the expansion of these establishments, but a 3.5% decrease in turnover per establishment.
During the summer, sales increased by just over 1% in June, grew slightly in July to almost 3% and plummeted in August to reach -3%. This is a quarterly decrease in expenditure of almost 4 percentage points.
We are faced with consumers who are grappling with a difficult economic situation, which is forcing them to restructure their spending priorities.
Tourism continues to evolve positively, albeit at a slower pace, with a year-on-year increase between January and July 2025 of 4.1% in international tourists and 7.2% in associated spending.
How is the increased awareness of the need for a healthy diet being reflected in new concepts?
BH: One of the trends we are seeing in consumers is the search for a balance between eating healthily and enjoying their food. This shows that they want to take care of themselves in an enjoyable way.
Traditionally, eating out has usually been associated with indulging. This continues to be the case for most people, although we are observing that the health factor is gaining importance and can be a decisive factor when choosing a restaurant.
Restaurant brands are aware of this and are innovating and adapting to the demands of consumers, who are less loyal than in the past, but more knowledgeable and selective, by offering them more value for money. Consumers are increasingly eating out during the day, and seeking healthier, more sustainable options.
“The number of visits to branded restaurant
establishments has risen by 0.2%”
What synergies can be established between the food and retail offerings in a shopping centre?
BH: Synergies and partnerships allow us to add value for our partners, promoting joint actions that highlight the sector's commitment. Our MDR 2024-2026 Strategic Plan addresses this issue. One of the Plan's enabling pillars is “partnership, co-operation and knowledge.”
We are seeing that consumers are willing to pay more when they perceive greater value, and are prioritising memorable, unique experiences. Here, branded restaurants have an excellent opportunity to differentiate themselves and reach consumers better.
The food experience begins before consumers arrive at our establishments, and this is where excellent synergies can be made with different offerings in shopping centres. Eating out is part of leisure, just like going to the cinema or shopping.
Indeed, more than 16,000 main branded restaurants operate in Spain, and one-fifth of them are located in shopping centres.
How important is home delivery still? It seemed set to undergo significant consolidation after the pandemic.
BH: Consumers globally are returning to home delivery, considering it to be a cost-saving option.
Off-premise consumption options (takeaway + delivery) are becoming more common. Twenty per cent of consumer spending is off-premise. Takeaway accounts for 14% of spending, whilst delivery accounts for 6%, according to Circana.
However, delivery has experienced a difficult few months following the implementation of the Riders’ Law, which is impacting customers and restaurants. The change in model has led to a rigid, inefficient system. There are not enough riders during peak hours, which causes restaurants to appear to be unavailable and orders to arrive late, leading logically to customer dissatisfaction.
Legislation needs to be adapted to the new working models of the 21st century, adopting the flexibility that is required today, by removing unnecessary obstacles.
“Takeaway accounts for 14% of spending,
whilst delivery accounts for 66%”
How is the restaurant offering in shopping centres becoming more diverse and creating more signature concepts?
BH: Branded restaurant offerings are based on the scalability of operations, brand value and consumer confidence in the quality, service and food offering.
Brands are increasingly innovating and creating new concepts in order to differentiate themselves and respond to consumer demands. For example, the digitalisation of establishments is a growing trend, aimed at improving customer experience and satisfaction.
Certain segments have also experienced spectacular growth since the pandemic affected shopping centres, such as fried chicken, which has doubled in presence over the past five years.
What challenges are involved in adapting to the new regulations on waste treatment, food waste, etc.?
BH: At Marcas de Restauración, one of our lines of action in the MDR 2024-2026 Strategic Plan addresses the area of sustainability, and we include issues such as waste and packaging, food waste, the circular economy, etc.
To implement the core topic of sustainability, we are fostering actions aimed at facilitating understanding of the regulatory framework, promoting the dissemination of good practice amongst associates and fostering strategic alliances that enable companies to transform commitments into specific, effective initiatives.
According to the 2024 Observatory of Branded Restaurant and Catering, which we produce annually at Marcas de Restauración in co-operation with KPMG and Circana, reducing and preventing food waste is the main initiative for sustainability and circularity for executives of companies associated with Marcas de Restauración. In this respect, 90% of restaurant groups already have a waste prevention plan in place or are in the process of finalising one, thereby anticipating the national law to be passed this year. For 68%, this issue is their top priority within their sustainability strategies.
At Marcas de Restauración, we will continue to be the meeting point, and act as a benchmark, for the branded restaurant sector in Spain, highlighting its impact and commitment to the economic, social and environmental development of our country and co-operating with the entire value chain to enhance our impact.