Key Horeca Results in Summer 2025
Finally, the day we had all been waiting for arrived. On November 28, we were able to present the first comprehensive study on digitalization in the hospitality sector, in an unprecedented online event for the industry.
This report, which is completely free, was presented during the event by José Peláez, head of digital innovation at the Basque Culinary Center, and Xavier Mallol, CEO and founder of Delectatech.
Below, we explain the main objective of this report, what happened during the event, and the conclusions for the future.
What is the main objective of the report?
The main feature of this report, in collaboration with BCC Innovation, is that it is the first large-scale study analyzing over 240,000 establishments. This census, conducted through exhaustive data collection, will be continuously updated and covers the entire Spanish territory, including the islands.
Our goal is to determine, accurately and concisely, the digital status of hospitality establishments that are part of the Horeca value chain.
This allows for boosting technological growth, increasing efficiency and productivity, and serving as a guide for commercial and strategic decisions. Of course, it also helps improve the customer experience.
How was the report conducted?
The key element of this large-scale study was the creation of a digital measurement standard, developed jointly by Delectatech and BCC Innovation. This standard considers the 8 most relevant areas in the digital transformation of any hospitality establishment:
The first three axes correspond to what we call the “front” part of the business, meaning how the customer perceives the brand and their overall experience.
The study measured aspects such as having a website, managing digital presence (good SEO), in-venue technology (WiFi, NFC payment, etc.), and customer services like digital menus or online reservations.
Another key element in customer experience is delivery. Our digital report analyzes data such as the percentage of restaurants with their own delivery or using market aggregators like Uber Eats, Glovo, or Just Eat.
The remaining areas focus on internal operations. These aspects do not directly affect the customer but are essential for understanding the business’s efficiency and potential for growth.
Key conclusions of the report
Based on the first three axes of our Digital Horeca Profile (DHP) measurement standard, several important conclusions were drawn regarding digital adoption in Spain and its distribution by province.
One of the first conclusions relates to the volume of Highly Digitalized Establishments. This group represents 15.93% of all establishments and is known as “Innovators” and “Early Adopters,” due to their strong commitment to new technologies and anticipation of customer needs regarding digital experience.
Among these highly digitalized establishments, more than 95% have a website, 60% offer a digital menu, almost 90% have a TripAdvisor profile, and nearly all are on Google and manage their own data.
The remaining businesses fall into these categories:
Regarding geographic distribution, Madrid, Barcelona, the Balearic Islands, and Málaga lead digital transformation in hospitality, while Ceuta, Jaén, Ourense, and Huelva are the most behind in this aspect.
To learn more about the conclusions, the full report is now available for free through our Food Radar application.
What happened at the event?
As mentioned, all of this was presented during our event on November 28. It was a fantastic experience, and we sincerely thank everyone who attended.
The first part was fully dedicated to explaining the report in depth. José Peláez, head of digital innovation at the Basque Culinary Center, and Xavier Mallol, CEO and founder of Delectatech, reviewed each key point of the report.
They began by discussing the 8 key areas of the Digital Horeca Profile, followed by an explanation of the data collection and analysis process for the more than 240,000 establishments included in the study.
Next, the most relevant results were presented, highlighting the percentage of Highly Digitalized Establishments and their distribution across Spanish provinces.
Finally, there was a roundtable discussion with experts, featuring distinguished figures such as Eva Ballarín, Beatriz Romanos, and Diego Coquillat. They shared their insights on the present and future of the Horeca channel and trends for increasing digital presence.
It was undoubtedly a very interesting discussion, memorable for both the conclusions drawn and the engaging contributions of the speakers.
What do we envision for the future?
As you might expect, this is just the beginning. Both Delectatech and BCC Innovation are ambitious and aim to expand the digital report over the long term. This initiative serves as a starting point for conducting key performance diagnostics in a sector critical to the global economy.
We invite any organization interested in collaborating on this project to contribute new information and data. By doing so, we can improve the efficiency of the Horeca channel and create benefits for everyone involved.
The largest living census of bars and restaurants, combined with the most awarded Artificial Intelligence system in the sector.
