The 9th Edition of HOST Brings Together Nearly 200 People to Reflect on a New Movement in the Dining Room and Service

More than 200 people gathered at HOST, the Congress on Trends and Innovation in Dining Room and Service, organized by Basque Culinary Center. This event served as a platform to look toward the future and rethink the role of hospitality through training, love for the dining room, and team motivation, promoting a collective commitment to attract and satisfy customers by surpassing traditional standards and fostering critical thinking. To inspire, train, and analyze sector trends through talks, round tables, workshops, and proposals, experts from various disciplines shared their vision, highlighting that the dining room is more than just a service space: it is a place for gathering, reflection, and experience creation, with an increasing focus on "sobremesa" (post-meal conversation). The congress also addressed topics that reflect new trends and challenges in the sector, aiming not only to debate but also to promote renewed values that reinforce the image of service and customer care as pillars of a new movement in the restaurant industry. Key needs highlighted included sector cohesion, strengthening cooperation between front-of-house and kitchen, service personalization, team well-being, maintaining authenticity in all areas and processes, transformation in the role of waiters and waitresses, and the balance between humanity and technology—implemented with a purpose faithful to the proposal and human interaction—as well as specialized training in this evolving field, which continues to transform the role of dining professionals.

The day began with an external perspective on the industry's reality from food journalists Rafa Tonón, a collaborator at Basque Culinary Center, and Guillermo Elejabeitia, from the Vocento group. They reflected on the current state of the dining room and service from an external viewpoint, emphasizing that the role of dining room staff has traditionally been overlooked, and that "the key to a restaurant's success is finding harmony between all areas." Another central topic of the morning was the evolution of direct sales in the dining room and the power of interaction with customers. Gonzalo Parras, dining room coordinator at Basque Culinary Center, Esteban Valle, named Best Dining Room Director of the World 2023 and director of Domaine De Châteauvieux restaurant, and Jorge Dávila, director of MABEL Hospitality Group, shared their experiences and visions on how to create authentic and personalized connections in the dining room, encouraging the use of motivational sales techniques through new tools and preparations involving the dining team and customers.

Amaya Sarasa, a local from the Pyrenees area and a key figure in the team at Vidocq Restaurant, along with chef Diego Herrero, discussed the importance of sustainability in all aspects, stating that "human capital is the most important" asset in their business. Meanwhile, Manel Bueno, director of the HIP fair and the NEBEXT team; Antonio Llorens, waiter, maître, and promoter of the National Association of Dining Room Professionals (PROSA); and Óscar Carrión, director of Gastrouni, addressed key actions being developed in various places to help unite the sector. To close the morning, digital humanist Joan Clotet focused his talk on combining human and technological value for positive change in the dining room.

After a cocktail hosted by Basque Culinary Center students and a networking moment, the "Schweppes Moment," sponsored by the event's main sponsor, featured Mario García León, Head of Marketing at Schweppes®, José María Sanz-Magallón, Marqués de San Adrián and member of the Royal Academy of Spanish Gastronomy, and bartender Borja Cortina. Cortina, the 2015 Best Spanish Bartender and Brand Ambassador for Schweppes, brought the "sobremesa" to life, discussing its evolution and highlighting how "the business and prestige potential of a good sobremesa is very interesting, not only in terms of revenue but also in brand image and value; however, it is difficult to find establishments that truly enhance it." Afterward, three participatory workshops focused on specific topics related to the dining room: Enma Fernandez, sommelier at Vila Viniteca, and cheese expert Eva Vila from the same space, presented cheese as a product for sale in restaurants; a second workshop led by the maître and host manager of Aponiente, Jorge Ponce and Francisco Fuentes, emphasized the importance of conveying the restaurant's concept to the team before transferring it to the customer, sharing key techniques in the process; and lastly, Gonzalo Parras and Esteban Valle outlined tools and new techniques for captivating customers with preparations made in view, a growing trend.

To conclude this key event for dining and service professionals, Basque Culinary Center management trainers Eduardo Serrano and Xabi Iturralde delved into the comprehensive management of the dining room experience through digital tools; and expert drink developer and BCC Alumni Esther Merino demonstrated the gastronomic potential of new drinks, especially NoLo beverages, with a brief talk and tasting. The event also hosted the 3rd edition of the HOST Awards: unique national awards created in 2019 to bring professionalism and competitiveness to dining and service by recognizing the achievements of inspiring and/or transformative individuals or projects in dining, service, and customer care.

This year, the HOST Awards recognized five professionals in the sector: Israel Ramirez, awarded for his excellent work as dining room director at Saddle in the HOST OF THE YEAR category; The ARREA! team, led by Edorta Lamo, recognized in the INSPIRATIONAL PROJECT category for breaking down barriers between the dining room and kitchen, making the customer experience dependent on integration, motivation, and enthusiasm; Luis Baselga, awarded for his WINE AND BEVERAGE EXPERIENCE for how he has integrated beverages into the customer experience at Smoked Room; Sara Fort, currently head of dining at Paco Roncero Restaurant, recognized for her lifelong dedication to the dining room in the PROFESSIONAL CAREER category; and finally, the HOST by Schweppes for THE TEMPLE OF "SOBREMESA," awarded to Manuel Costiña from Retiro da Costiña, a Michelin-starred restaurant with two Repsol Suns, considered one of Galicia's most exclusive gastronomic destinations.

For this edition, the selection process for the HOST Awards winners involved industry professionals and institutions, who nominated outstanding dining and service specialists in various national categories. Basque Culinary Center implemented a dedicated team for a rigorous search, profile verification, and technical evaluation process, which allowed for the careful identification and selection of the awardees. The event was supported by Schweppes as the main partner, Mahou San Miguel as a collaborator, and Lavazza as the official coffee sponsor.

HOST: THE CONGRESS
HOST is a meeting forum organized by Basque Culinary Center to showcase best practices and new trends in the dining room, while identifying realities that help inspire. Gastronomy has become a leading sector where the host is a key figure in the overall dining experience. In this experience, creativity and innovation developed by top professionals are fused with the hospitality and care that the dining room excels at. Since 2014, HOST has aimed to be a meeting and working space for dining and service professionals, as well as a community that has developed various actions in the last eight editions and sets new objectives for this one. This event is aimed at anyone wanting to evolve in the management of service and customer care.