We have three remarkable people here, We're going to tell their stories about how their own little way to challenge the way
that we reach them,
Why we go to restaurants and how they do it. I'd like to get things out with the cost, I had the good fortune to make a restaurant yesterday, to do many things that are not just the restaurant, Sort of a campaign because
we need assistance. Yeah.
I'm doing it all the time.
In Spain, we have a Western store hundred and four in the center. And
we're about a group of 170 people. So when we
started 13 years ago,
We a year after miracles, first and second restaurant, and major concerts do the same. And you know, something's happened in John's memory. So Our aim was to have restaurants or company to set up a company that we can help and have social impact. First, with the agenda
is 50% of all searches, but essentially
staff 70 come from
socially excluded backgrounds. So that was very important for us. And other matters that are farmers, he said that there is up in North New Spain, and a lot of farms that are like two hours
drive from from from coast. And we're getting
no use
MongoDB to fish for fishing.
So we started this project in 2008.
So we
broke the chains upon tombstone to
find whole towns,
so that we could go and run on spiral 10,
you know, to get a
feel for Polk County. And we just like to find in the fish market so much as we basically transition to the mountains and inspiring farmers. And, and, and that is the most important things that
food needs to be very, very tasty. Food is not tasty. You know, you don't want to the museum's
It's very interesting.
After extensive testing,
because it comes
out this idea Just was alluding to about the role of the restaurant food as a social thing as much as it was just necessary for fulfilling And did you frame what you do as being part of this kind of civic debate? It's about society, isn't it? There's nothing more fundamental than food. Well,
I mean, food needs to be tasty, always good. But this is the most
You can a deal you can negotiate. But
from that point, Once you address the issues with no one ever seems to be because you ever given me my freedom, you have the most mentioned rest of the world, The Center at it to Madrid.
And
in that restaurant in the last three centuries, the restaurant experience hasn't changed at all. It's quite the same. I mean, we will continue on we go to restaurant, we sit down there for one day, where they cook, and you pick up you eat, you pay you live. And also the court, The court experience is still based in in a chef, but it's a man who has skills he was excuse for cooking and gets paid for that. Which is I think Now when we're talking about modern restaurants, I mean, to me, it's quite funny because what's what's new, it's still from the from the century team, we still leading the same experience. And it's not, It's totally expected what we experienced in the restaurant. And since that, I think we should, we should finish on food needs to be tasty, but also tournaments and cooks beautiful food for me with no skills at all. So at the end is what sport diversity should be. And, and the restaurant has to be a place where we've been talking about today about these experiences now. And it's
an unprecedented
commitment experience. It's not a fiction to have, I don't know, maybe a restaurant I can see one week, maybe a restaurant where I can get the recipes after and also you should be miscast.
Because experience is super important. And for example, An example is And I don't know, I mean about these different now. I don't remember the restaurant, but I have good only food. Because mostly have okay good food. But I don't even know the restaurants what ended up boutique. For example, now, when we try to do all these high end restaurants, that they don't allow us so they don't make easy to get our table. And that's very rude. But if I mean if we think that's part of experience, and I'm not I'm not agree at all. And that makes the experience more exciting, because we didn't know if we're going to include it or not. We're going to fight for that. Now we're going to use our complex to get that reservation. And so a rude experience makes it makes the rest of them excuse No, no matter, no matter the food is there to serve us. But we should be thinking about how we want to use experience and work on experience and design, Great and super satisfactory experience
Besides the food. So one of the great things that we learned there from mechanical,
we will talk soon to how he revived a family winery into
basically a massive
trend of people spending rediscovering fortified wine. So he knows a thing or two about branding. I love that idea to be excluded from a restaurant not being able to get bookings experience most we should probably become tonight. So again, we're very lucky to be sharing the stage with She is an artist, a food campaigner who ran many successful restaurants here in Spain, plenty of nouvelle cuisine. But it was when she went to New York the strangest question a restaurant could be happened once they walk up the stage. And would you tell us a little bit about how you took us to New York and the unusual way.
That was
in New York, for the foot is called. Absolutely. And to greet tappers in accounting data. Not at all When The service was a challenge. And the people for example, when they call and say easy said topless restaurant.
This is more
for sharing.
You can be creative with Thomas, and you can
offer
on your PC through eSports is sharing the food is what it's very important After to work at max to work with an artist for an actor? Because I think so this is very important. For the other side of food, you offer another way to the people. Are you studying the seven tips? My Life is full on my first question was really difficult because I am a woman. And in the end of the 60s, was very difficult for a woman to be in the business on the phone names. But I chose very interesting place. I choice my food with past people, they tell me why Money is keeping me to check with me because I need to pay for the beginning. And was great. And I change for food. Because I think so to have an ambience in the festival with artists, more performance, more festivities festivity restaurant, it's more. It's a performance every day, Jesus my way,
put some woman's life isn't turning around the performances in her restaurant is the type of events that she ended up holding. And one of them She
hosted 70 sets of twins.
Identical plates of food tasted different now.
Because we've been talking about restaurant experiences, but you've done a tremendous amount of consulting brands about how to do food differently. And also to be clear in the messaging. You started out as a journalist and you did some TV work. And then you went back to a family winery.
What Why did you do that?
Well, the real story is, I mean, I started journalist, I worked on TV five years as a writer for TV programs. And then I moved to Paris, I thought I thought that I could do something interested in fashion world. And when the people they start asking me are you doing and under the
less interesting,
interesting person in that group was the one who was doing a meeting for Chanel, for example. And me, I wasn't doing nothing impossible, When he asked me say welcome from a winery. And that was that was about to get attention of people. And
I have nothing to say about fashion. But when it comes to food and beverage, beverage people they're very interested about
my opinion.
And then is when it actually fits into my family, they have that one up and I said Well, let's start to play with it. So I did, I mean, I started to do something very natural, Very, I mean, even as before the key was talking about doing the Trump that I will come to find in my in my favorite one shot. And, and he ends at the last crisis video very, very big fan. One price wine, but very funky, very cool, that you want, you can feel and complex to consume. Because what I was the one that made you easy to consume the night didn't make it was it was not not at all. And that was the key. And that was reading something that really, really fit in the morning the market would I mean, because we developed a product, that one collection, thinking about how to help our customers and how to make how to feel him better now. And that was known as the PNC. That's what I've been doing all my career working for, what can you see or miss or Carhart or said the Barcelona has been developing restaurants because we always try to do something unexpected and very behind this DVD, but also with a with a deep thinking about, Okay, I'm gonna do something very bad. How can I make the life of an under full potential is just very honest. And how can you make your life better now and easier to my customer. And since you since you created from the postman from God, or the king, and you get you get an internet supercapacitors your customer because
at the end, you're making life easier. What is from that point? What is the accomplished stories that so compelling, because we hear a lot about performance, and people are fascinated by the origin story that they want to know who grew it. And when they think that the process is taking something like a family business or rematching product to a degree. Because To be honest, it's a simple way of storing story.
When we come back to this very simple fundamentals by industry,
really sell something. I think
everybody is involved, People, community that asked him know what you're doing what your purpose is. We, for example, started 10 years ago, amazing projects with
local authorities, they meant as a kitchen was a Mexican disable organization center there that
needed to feed themselves, Pizza, very unhealthy food. And also they need a job. So we create some kitchen with them. And besides cooking this food,
Done 1200 meals a day, minimum two people are cooking, so it's real
profitable. All the prophets were the best
returns like popular.
So that's that's what you know, it's more than actual contains from food is what you do within your community, are the things that we've done with our community, We've helped we've set up comparative with our farmers, shepherds, because they've got no way of reaching all the buyers and chains and supermarkets and the hotels and restaurants. So you can help them to set those goals, which is a package and have done everything with it. We are not meant as a promoter as well, In order to help them so that's, you know, entrepreneurship helped. You have to find the needs of what's happening around you, in Madrid. Talk with someone Allah, which is in the middle of Chicago, and there's a need with artistic, We've mentioned materials, no prices for certain categories that you know, maybe It comes from not doing it. So we set up prices for 12,000 euros when we give him a card. And the winners they get sent me to the restaurants for free and have advantage of 1000 euros 1500. So it creates in that small tweaks more, rather than you know.
And I think the amazing thing to take from Carlos as work is that I'm going to forget a number that
we spoke last night. And You said that
when you were growing up, there was a certain number of autism producers
of people created creating the food. today that number is diminished by four or five times.
By looking at them, you know, the beginning of the day. I mean, there's
two kinds of people When I was 20, I was 100. So It's incredible has you know that you talk about what's happening in other parts of the world which erupts all the sudden you revolt, the mountains, or the inner land is terrible. It's just such a concern. So unless we provide between the media, the government's the supermarkets, the hotel chains, the independence, Also Hotel chains, it's a bit of a hassle Running on the restaurants we help them to share our knowledge with other people hadn't done it. And for example, now we help in France's largest transport company in Britain various in order to have all the products and services varies from next year. We work project for two years now. And so all the foods could be from small producers and state. So that's an amazing social impact is going to have in Spain that transport companies will do that. So
And to be
honest with you people in the room is if you are part of a company that is involved in this process, the one company that provides us with the restaurant, you need to be involved in this process to today is all about making those little incremental changes,
not just to improve the health
of the industry.
Do we eat the right kind of food? I think if you're
eating a box, instead of
a specialty pass
to Canada, to the world safe in the foot of India. And I traveled to Africa,
I traveled to Mexico.
And I discovered the
incentives for me was the window open to my mind. Because
it's not a
restaurant To the people choir x the people saying No way.
No, it's got them. Absolutely. It's in your mind. In this case, we have in the bobby young novels a Monday. And we offer to the people And
a year started working in Miami with news difficult to find insects in Spain. Because the sanitation department They is not going to get
you for your lunch.
new recipes. I think
restaurant
Do some experiments.
finding places where I can
work and if you want to do something bigger than me just this weekend, You need essentially landlord that's taking a long term view and projects for example, in cities and others simply don't be a good idea. Time is one of the calls to action we maybe need as much as the be in the restaurant side where we've got some great inventors on stage with us. But maybe
you're sort of dependence those people Professionals rely on the developers to make it all open.
Take a few more risks. Yeah.
Let's Take for example I see what we do. We've been sending a very limited
Limited offer of what else are we gonna cognitively We have a very limited perception of what gets turned on the end when food is because at the end where we consume is what induce triggering us to our supermarkets to our restaurants to our shops. And, And The world is much is limited when it comes to food, food, we have good experiences every day, Food becomes part of the body. And it's And there was this huge when it comes to food Now Africa, South America
and
other countries
returning come to us now. And we have
so much an awesome food enthusiasts the food people from the food industry redesign experiences, we should we should start to look out for this what kinda what they used to bring us in, For example, we have in the last seven years, we've been familiar with effort simple, why Will Rogers have any advice for our lives, and we start to eat and last rather, because there is an industry, there's a very sophisticated and complex engineering behind both the rush to our restaurants, or the rush to our supermarkets, For the master of food media, we can see that make us make us consumer very limited, very limited food, See. And we should look outside that and try to see find new ways new numerous New England ingredients, universities near which was the English food mix ceremonies, new ways to, to Facebook new ways to can do to connect with window. And as a food as a people from the openness to the song experience designers or entrepreneurs. We should look outside What's this time. But also I think that what Madrid
Spain is a peaceful sanctum of restaurants, bars, and how we behave. We were at the bar and the restaurant generally hundreds, Seven restaurants and bars and like new classes will be complete. So you need to think about that you need to sometimes a new project can be take longer up when you're going to run out of time should look and think I'm going to beg for someone who's doing something special to bring up the life in the city because otherwise cities done, you know restaurants is a very good excuse to meet each other to when you go to the bar. Madrid, even the behavior Madrid, Barcelona is much different in Boston. And you can chase them kind of
imagery, you're trying to change the break rooms
and everybody's security standard, which happens in LA so that's the you know, you need to create a space that's when you meet people make connections and you know meet foods and you can spend the time bars and restaurants we are expecting
that you need some food ocean,
OCEAN or an Italian school. So depends on the day, How you feeling. And restaurant needs to be that expensive, you know, if we were going to be on to exclusive Should we go mingle all types of society.
So I feel like we're
hoping the light it will
be an opportunity now
because anyone working in the food industry or anywhere else wants to ask a question and potentially limit the chance of winning. I think of yourself as a car. Maybe just have some time to
see any hands shooting on let
me think for a second.
Gentlemen, just back
towards you. And if you just say your name and where you're from,
and
Jonathan's going from American Express, just want to say I won the last two years,
I might expect you to
be the prize. So that
you know at one point there is only missionary.
Yes.
Either information on the moment. That's
right. But sometimes it's information overload. And I'm just curious, we've been talking a lot about digitizing information and it's just too much So How do you stay true to your roots
authentic but also
attract locals and
you can pick that up
When it comes to feedback criticism only wants to know what's what's your register to add to the most historic critics?
Do you believe the verdict of the you know the sort of internet forums or what do you What's your registered when it comes to critic criticism if you
want to see
when
the tablets in New York time to establish
a believable play?
Please come after me.
When I thinking with a restaurant, And in a different place in the world, Japan,
in Barcelona, your first of all, for me, it's very important replace. Second is the concept of the
default. The last is the moment.
Camera. I mean, I think this is interesting, because a lot of your consultancy brands.
When you're talking to a company, do you tell them that what they needed to be the most Instagram?
Or the most likely restaurant?
Or do you counsel them has to think about other things as well?
Well, they didn't, They didn't their grief, they're not really good. So I mean, at the end, because I work with a lot of brands, and helping them to use food as a communication to study and obviously expect other people to be different foot because I mean, an event for me, then They want to have as much buzz in that event. So when they serve food, they don't want to lose that opportunity. And obviously they want they want to communicate their values, or their message or their collection, when it comes to fashion or the collections or whatever they want to communicate, for expressing that event. Food can help you to communicate that. And through a very highly technical experience, through performance with living with food. That is I mean, food is amazing as a way to know to to create, engage and to create amazing experience For the people. And now that everybody's talking about togetherness, So food is, is perfect for that. And obviously they want to bust and they want to get one. And food can help you to do the go to create on that bus as a communication to allow
yourself to
performance. And I can't say today.
We have the gentleman
here
in the back. He has already asked questions I'd
like to complete.
Okay, Quick question that. What is it about people
ordering food? I mean food being the primary that's a social activity, right? We tapped into that. So with you from a societal perspective, argue that we should ban food delivery services.
I'm not finding out a lot is funny has changed in Spain, as something happened in the last two years. It's overtaking Madrid is even taking small cities says what's happening the people have nice houses, they decided maybe to eat, they don't cook anymore, as well. You know, for example, 20 people before had people working for them home
cooking for them that's
closer to that they work long hours at work from nine to nine, with lunchtime, so you don't have a long time. So people are always really upset. That's a fact.
But they're not just doing the kind of
low end. But those are doing that. We have one of our restaurants in quite some
high end and and
people wondering if they want to eat organic good food. That's awesome. So the events happen, In
fact, idea and So again, food belongs to everybody who wants to chefs, food is not just something you can get. I mean, that's true. Is that something we can have in a restaurant, a video game and a beer is a food experience. Okay, so a delivery is a It has to be at the caveat astronomy as soon as this as long as it's good, you know, as long as there's caring and as long as So obviously we can have an amazing food experience at home. The believer and food is everywhere food is in our supermarkets was it put these are cookies everywhere belongs to all of us. We all have food experiences. So we know that we don't see we shouldn't see Estonia something that gets it's far from us belongs to us. We have food experience every day and its culture.
And If that doesn't make you hungry, I don't know why.
We're running out of time. But remember these three inspirational, exciting and important thinkers
throughout the conference to talk to I suggest to come
up to the stage in a moment For a
bit of a look at who's in the room, but I'm not gonna pause for
