HIP25: Unlocking the Potential of AI in Foodservice

From data to strategy

As is tradition, Delectatech was there last March 10th and 11th, sharing synergies one more year in the HIP25 – Horeca Professional Expo, the largest innovation congress in the channel Horeca. As always, it was a unique opportunity to share knowledge and experiences with companies in the sector.

However, this year was different: our participation in HIP 2025 was not just another talk about the potential of AI. This time, we have delved into real-life implementation cases, showing how Artificial Intelligence is transforming distribution in the Horeca sector, here and now.

At Delectatech, we don’t just analyze data, we turn it into strategic knowledge to drive smarter decisions!

Roundtable “AI as a Business Catalyst in Foodservice”

In this edition, Xavier Mallol, CEO de Delectatech y Pep Roca Ortiz, Director de Estrategia Comercial en Friolisa Pomona Iberia lideraron un debate clave sobre cómo la Inteligencia Artificial está transformando el sector.

At the round table “AI as a business catalyst in food service”, it was made clear that the key is not just having data, but transforming it into strategies that drive smart growth. Success stories, failures, challenges, and lessons learned regarding the impact of AI on the sector’s efficiency and profitability were explored.

Pep Roca Ortiz sums it up perfectly: “At Friolisa, we seek to transform the way we work by combining differentiation, avoiding price wars, and turning prospecting into valuable visits. Gracias a Food Radar, hemos logrado ser más estratégicos, optimizar rutas y maximizar la eficiencia logística.»

Xavier Mallol added that, thanks to the analysis of more than 1.3 million establishments in 5 countries, Delectatech enables companies to benchmark accurately, identify trends and opportunities, and act on up-to-date information.

Key Insights from the Roundtable

These are some of the most salient insights from the roundtable discussion at HIP25, moderated by Julio Alejandro Sánchez, Comercial Director from DDI – Distribución Directa Integral and presented by Mayte Ballesteros Sastre, Founder of Ballesteros Consulting:

From analysis to actionAI enables effective, data-driven business decisions.

Tangible ROI: Friolisa has demonstrated how AI can reduce costs and increase profitability.

Overcoming the “fear” of change: “One of the main challenges is to make people understand that AI is not a ‘crystal ball’. We focus on explaining exactly what AI can give you, focusing on the problem-solution and making you understand that the return can be huge, but that you have to take risks”.

IA’s future: We will move from “deconstruction to construction”, with Generative AI making it possible to create scenarios and optimize decision making at all levels of the company.

Do you want to know more?

If you missed the roundtable or want to go deeper on any of the topics discussed, contact us! We’d be happy to share more details and explore how AI can boost your business.

Delectatech and Damm: Transforming the Horeca sector with AI

Not only were we at the amazing round table, we were also at the we participated with Damm in HIP25, where we explored the impact of artificial intelligence in the hospitality industry..

We talked about the key aspects of the collaboration with Damm of the transformation of the Horeca sector with AI.

Our artificial intelligence engine processes in real time data from more than 1.3 million establishments in 5 countriesgenerating insights that allow companies such as Damm to integrate our data with their own sources, creating a ecosistema de información que impulsa la eficiencia y la mejor toma de decisiones en un mercado dinámico.

AI and data analytics are no longer an option, they are the engine that drives innovation in Foodservice suppliers!

Don’t miss Delectatech in the press

Europa Press

Impacto de la IA en la hostelería con Xavier Mallol, CEO de Delectatech y Laura Gil, Chief Data Analytics Officer de Damm.

Food Retail & Service

“Xavier Mallol (Delectatech): If you look at Google to see the restaurant where you’re going to eat, how can you not use AI to see the restaurant where you’re going to sell?”