Key Horeca Results in Summer 2025
The restaurant sector in Spain is preparing to close out 2023 with the arrival of the holiday season. These final weeks represent a crucial moment to reflect on the challenges faced throughout the year and to glimpse the outlook ahead. The question is: have we surpassed pre-pandemic figures, or are we heading into a new year focused on sector recovery rather than its growth?
To understand the potential outcomes of this holiday period, Delectatech conducted a study using its Artificial Intelligence engine and machine learning algorithms, drawing on online information from more than 260,000 dining establishments across Spain. The analysis aims to examine diner behavior from the start of the season compared to the same period in 2022.
During 2022, the holiday season was marked by significant growth in the occupancy of high-end dining establishments, unlike in 2021, when lower-cost establishments dominated due to an economy still recovering from the impact of the Covid-19 pandemic.
Indeed, an increase in occupancy at restaurants is expected during this holiday season. However, it is not anticipated that high-end establishments will lead this growth; rather, restaurants with more affordable price ranges are expected to benefit, reflecting consumers’ cautious spending behavior.
This is because, despite declining inflation, consumer confidence has slightly decreased, reaching 70.5 points in October 2023, according to the Centro de Investigaciones Sociológicas (CIS). More broadly, the lack of confidence adds to economic uncertainty, which will influence Spaniards’ purchasing decisions.
Looking back at 2022, average occupancy in Spain followed the trend of previous seasons, rising by 5.87% during December. This pattern was not uniform across all Spanish cities: while Barcelona, Palma, and Bilbao saw only marginal increases, Madrid led during the festivities, with occupancy rising 8.73% compared to previous months, alongside Seville (+8.45%) and Valencia (+7.98%). Madrid not only experienced a considerable increase in foot traffic but also outpaced other cities, establishing itself as the epicenter of the Horeca sector during the winter season.
Regarding 2023, given changes in consumer preferences and adjustments resulting from the economic situation, it will be essential to assess whether patterns observed in the previous year will repeat or if occupancy behavior will be more uniform across cities.
The study reveals interesting variations in gastronomic preferences by region at the start of the holiday season.
The Community of Madrid stands out with a substantial 19.7% increase in mentions of desserts on directories and digital platforms. Chocolate sees a 53% rise, callos (tripe stew) increases by 47%, and churros stand out with a significant 45.8% growth. Regarding beverages, wine grows by 17.7%, while beer rises by 13.2%.
Although growth does not reach the same levels as in Madrid, desserts hold a prominent position, increasing 14% compared to November. Tapas decline by 3%, while meat experiences a 17% increase. The big winners in Catalonia in December are soups and risottos, with a 56% rise. Additionally, there is a noticeable trend toward beer consumption compared to November.
This region experiences a 74% increase in comments about chocolate churros, consolidating it as one of the favorite products. Hummus also rises by 68%, and meat in general is highlighted with a 21% increase. Iberian ham shows a significant 52% increase.
In a year marked by uncertainty and constant transformations, consumers are adapting to a new reality, preferring mid-priced establishments that allow them to dine out without compromising their finances. 2024 is expected to be a year in which the sector must innovate and develop new strategies to continue attracting these consumers, adapting to this changing reality and market transformations.
