This September, Jeremy Scarf, CEO, and Stefan Breg, Managing Partner - F&B Consulting, were invited to speak at the European Foodservice Summit in Amsterdam on the strategies that were shaping the giga projects and the development of an exciting F&B market in Saudi Arabia.

From the power of business to do good, pricing strategies, tech in guest acquisition, to immersive dining—Jeremy and Stefan took away key lessons from global thought leaders at the event. Discover how these insights on global F&B trends can inspire innovation in Europe and the Middle East. 

Power of Business to Do Good: Claus Meyer’s Melting Pot Foundation

One of the standout discussions that resonated with Jeremy was led by Claus Meyer, founder of the Melting Pot Foundation. Meyer’s talk highlighted how the business of food can drive positive social impact, especially when aligned with broader humanitarian goals. The Melting Pot Foundation, known for its work in empowering vulnerable communities through culinary training, serves as a powerful example of the potential for businesses to create positive change. “This idea of businesses stepping beyond profitability and driving social good is something the F&B sector can truly leverage,” Jeremy reflected.

Pricing: An Underestimated Lever

Another key takeaway came from a session that explored the often overlooked role of pricing in the foodservice industry. According to Joaquin Capel Alcaraz, CEO of Grupo con Fuego, pricing is a critical yet underestimated lever for business success. With customer willingness to pay being an opportunity, businesses that better understand their audience’s perceptions of value can effectively boost revenue while enhancing guest satisfaction. Jeremy observed, “It’s fascinating how strategic pricing can shift the dynamics of a restaurant, not just from a financial standpoint, but in shaping the overall customer experience.”

Technology and Social Media: A New Frontier for Guest Acquisition

A recurring theme at the summit was the potential of technology to reshape guest acquisition. Jeremy was particularly struck by discussions on how social media platforms like Instagram and TikTok are transforming the way restaurants attract and engage with guests. These platforms are no longer just marketing tools but essential drivers of footfall, especially in a tech-savvy, mobile-first world. “Use social media for guest acquisition. Technology is key for optimization, efficiency, and forecasting” Lina Utzig from Ephemera noted.

Immersive Dining Experiences: Paris' Ephemera Restaurants

On the experiential side, Jeremy was intrigued by the concept behind Paris' Ephemera restaurants, which offer transient, immersive dining experiences. These restaurants play on the concept of ephemerality—creating exclusive, temporary dining moments that can’t be replicated. The uniqueness of the experience fosters excitement, and guests are drawn to the idea of being part of something fleeting and exclusive. Jeremy sees this model as having great potential, especially in markets like the Middle East, where dining is increasingly becoming about more than just the meal, but the entire experience. “The sense of urgency and one-time-only appeal is what makes it magical,” he said.

Anticipating Trends in the Middle East

While the summit provided a window into European and global foodservice trends, Stefan Breg brought the focus back to the Middle East, emphasising that while the region may learn from Western markets, the Middle East has the opportunity to carve its own path. “Attending events like this in a mature market such as Europe, allows us to better anticipate trends that may emerge in the Middle East,” Stefan said. However, he also highlighted that the GCC, in particular, will likely blend global trends with regional flavours to create a unique and distinctive F&B landscape. “Rather than following European, Western, or other international models, the region may be uniquely positioned to blend the best aspects of Western markets, developments in the East, and other global influences to create something distinct,” Stefan concluded.

Looking Forward: Applying Global Insights to Local Innovation

As Jeremy and Stefan returned from the European Foodservice Summit, they brought back not only valuable insights but a renewed vision for Keane’s role in the evolving foodservice sector in Europe and the Middle East. With the lessons learned—from strategic pricing to the integration of social media and technology—Keane remains committed to staying ahead of trends and helping shape a future-ready F&B landscape that blends global insights with local innovation.

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