The Community of Madrid stresses that the catering sector is the economic engine of Spain

The Regional Minister of Economy, Finance and Employment of the Community of Madrid (CAM), Rocío Albert, opened the 9th edition of the National Business Association, Marcas de Restauración (MdR) awards ceremony, highlighting that the 49 companies and 170 firms that make up the catering sector are the best welcome card, with an increase in consumption that already exceeds 10 points. ‘You are undoubtedly the economic engine of Spain; the growth in consumption has been spectacular and the CAM, which supports Marcas de Restauración, is going to fight to reduce bureaucratic barriers’, Albert announced at the Platea Theatre in the Spanish capital. 

In this sense, Rocío Albert, -who wanted to emphasize that this service is very sacrificed, with great professionals at the head-, has referred to the latest economic data of MoR, which show an annual turnover of 8,100 million euros, and about 8,000 premises throughout the country, along with the dizzying post-COVID recovery of the sector and an increase in spending on Foodservice, which exceeds 35% share of total spending on food and beverages.

The aim of these awards was to highlight the best practices that value the recognition of organisations, professionals and companies that contribute to the success of the sector. This was the start of a creative and dynamic gala, in the words of Adriana Bonezzi, general manager of MdR, and Lourdes Verger, head of Communication, Actions and Collaborations, who led the event, displaying a renewed and attractive corporate image. According to Adriana Bonezzi, this year has broken the record of participation with more than 80 applications, 20% of which are not members of MdR but ‘show interest in belonging to the organisation’. 

Without wanting to overlook the special sponsors of the Gala (Ozturk Quebap, Uber, Clean Hands and Alimentaria) and before proceeding to the presentation of the MoR Awards 2024, Lourdes Verger wanted to thank the media and the rest of those present with the launch of initiatives such as the launch of ‘La Cantera’, a new project designed to promote the growth of emerging brands. ‘Today we are writing a new chapter of MdR, thanks to the seedbed of future large groups that aspire to form part of the Association,’ said Lourdes Verger. 

In the same order of matters, Adriana Bonezzi has informed about the new collaboration agreement with such sensitive plans as ‘Autism Friendly’, designed to facilitate accessible environments for people with autism, dyslexia and TDH. More than 600,000 people in our country cannot go to restaurants because the menus are not adapted with cryptograms, or the workers lack the appropriate training due to the lack of specific protocols (priority orders or reservations in a quiet area). ‘With little, we do a lot and MdR is a window of opportunity for these 600,000 people who are eager to have a pizza, for example’, acknowledged Alberto Gutiérrez Pozuelo, CEO and Founder of Autism Friendly. 

Under slogans such as ‘Stronger than ever, working as a team or together, better than alone’, the long-awaited presentation of the MoR 2024 Award Winners took place.  

By Category:

People and Talent Initiative Award. 

Mention: Abrasador, collected by Mª Carmen Ramírez and Julio Ramírez, founding partners. 

Award winner: Udon, with Leticia Ibañez, HR Director, who expressed her satisfaction with the recognition of the WoR Jury, for promoting inclusion, diversity, well-being and employee satisfaction. 

Healthy Initiative Award 

Winner: Cafestore. The award was collected by Hernando Martín, General Manager, together with Virginia Díez, Head of Quality, Environment and Food Safety. 

Mention: Architecture Observatory, for defending the experience of living in sustainable and ecological environments. The head of the Observatory, Rita Gasalla, praised MdR's concern for helping customers to improve their emotional well-being in the spaces they choose when they consume. 

Social Initiative Award 

Winner: Burger King. Jorge Carvalho, Chief Operating Officer of RBI, collected the award. The jury valued the initiative's commitment to equality, inclusion and diversity: plural employment, community development and fair trade. 

Environmental Initiative Award 

Winner: Cafestore. The award was collected by Hernando Martín, General Manager, and Virginia Díez, Head of Quality, Environment and Food Safety. In this case, the Board of Directors took into account the reduction of the carbon and water footprint, energy efficiency, reduction of consumption and sustainable supply. 

Customer Experience Award:  

Winners: Azotea Grupo and Grupo Nomo  

José Manuel García, founding partner of Azotea Grupo, took the stage on behalf of a group of three spaces, together with Azotea Cibeles, the cocktail terrace and Café Cibeles by Azotea. 

Grupo Nomo was attended by Joan Molina-Martell and Borja Molina-Martell, founders of Grupo Nomo, ‘the Nomo Clan’. 

Expansion Strategy Award  

Winner: Udon, for its expansion strategy that also includes the USA and Latin America. Jordi Pascual, CEO and Co-Founder, collected the award together with Jordi Quilez, Director of Expansion. Both expressed their gratitude for the recognition of ‘a job well done, in these 20 years of hard work, aimed at a constant and solid growth in the 9 countries where we are’. 

Innovative Concept Award  

Two winners: Áreas and Bronze 

Áreas was awarded for its proposal Sibarium, its own brand of gourmet products with designation of origin, ‘a gastronomic oasis’. The award was collected by Blanca López Alerm, Director of Communication and Sustainability at Áreas, together with the Director of Motorways, Railways and City Centre at Áreas Iberia. 

On behalf of Bronze, Adrián Martín, José de Isasa, Pablo García Nieto, founder, and José Alfredo Martín, founding partners, received the award. Bronze is a tool for the customer to return home with the pleasure of an unforgettable experience. 

Award for the Best Communication and Marketing Campaign 

Winner: KFC, whose Chief Marketing and Growth Officer, Marion Racine, explained, when collecting the award, that Eau D'Uardo is the perfume, inspired by KFC's original recipe, in the shape of a chicken drumstick, as a gift last Christmas, which has reached 70% of downloads in APP. 

To put the final seal on a ceremony, full of expectation and curiosity in one of the most emblematic places of Madrid's nightlife, also enlivened with live music along with the tasting of an opulent catering, the awarding of honorary statuettes for their commitment, drive and leadership took place. 

Phoenix 3D received an award for being at the forefront of the Value Chain; Anfabra (National Association of Soft Drink Manufacturers) received a Mention for Sector Support for giving visibility to drinks, so prominent in the sector and, finally, Servimedia received a Mention for its informative work, with its president, Fernando Riaño, receiving the Award, a worthy and appropriate recognition for being the loudspeaker for the news and novelties of MdR and the whole of this economic sector. 

Carmen Chamorro, director of the CIP/ACPE, with a degree in International Relations and Business Tourism.