“Culinary Action!” Celebrates Another Edition of Gastronomic Entrepreneurship in Madrid

This morning, Culinary Action!, the entrepreneurial program of the Basque Culinary Center, celebrated its 10th anniversary by hosting a new event on gastronomic entrepreneurship at Comet Meetings-Retiro, gathering over a hundred participants.

Madrid's sustained hospitality boom is driven by a diverse range of business models and culinary entrepreneurs. The challenge lies in identifying the types of establishments that thrive in a hyperactive city—a metropolis with Spain’s largest local population and an exponentially growing international audience.

Returning to the capital, Culinary Action! focused this year on “Madrid’s Culinary Diversity,” the central theme of the event held at Comet MEETINGS-Retiro.

Entrepreneurs representing 13 projects shared their business models, diverse approaches to Madrid’s hospitality market, and their experiences as business leaders. The program featured keynote presentations, panel discussions, and 5-minute micro-talks designed to highlight the individuals shaping Madrid’s vibrant culinary landscape with original, non-homogenized offerings.

Opening Remarks

José Miguel Herrero, Director General of Food at the Ministry of Agriculture; Guillermo Arrieta, Deputy Director General of Transformation at Mahou San Miguel; and Joxe Mari Aizega, General Director of the Basque Culinary Center, inaugurated the event. Aizega noted:
"Madrid is now a culinary powerhouse, rivaling major cities globally in diversity and gastronomic appeal. Its vibrant and varied food scene spans business groups, renowned chefs, and young entrepreneurs exploring every dimension of gastronomy. In the Culinary Action! Madrid workshops—held since 2014—we’ve chronicled this culinary evolution and showcased the city's diversity."

Recipes for Success

The event began with a case study of OSA, a project launched in 2023 near the Manzanares River. Founded by Sara Peral and Jorge Muñoz, alumni of prestigious kitchens like Mugaritz, OSA combines high culinary expertise with artisanal practices such as making house-smoked meats and charcuterie, carving a unique path in Madrid’s fine dining scene.

Sara Aznar and Nacho Ventosa, the duo behind iconic venues like El Viajero, shared insights on Los 33 (Plaza de las Salesas), where a central grill and a standout ham-and-cheese sandwich define their casual yet high-quality approach. Reservations open only two months in advance, with long waiting lists emphasizing their success.

Seven Diverse Business Models

A series of micro-presentations highlighted seven entrepreneurial ventures, showcasing distinct business models:

1. Rambal: Asturians Narciso Bermejo and Pelayo Escandón revived a traditional Lavapiés bar with a focus on Spanish home-style cooking and folklore.
2. Ton Ton: Alice Reydet and Bosco Suárez de Puga introduced their French bistro concept in Chamberí.
3. Clan Obrador: Pastry chef Nuño García partnered with his brother to create this bakery, building on successful advisory projects.
4. Pistola: Cayetano López and Quique Santamaría redefined Madrid’s bocadillo culture with gourmet sandwiches in Malasaña, collaborating with chef José Fuentes (Kulto).
5. El Imparcial Group: Daniel Pérez turned a historic newspaper building into a restaurant-concept store hybrid, now part of a hospitality group integrating cultural programming with dining.
6. Relleno: Paolo Colombo, Lorenzo Redaelli, and Oriol Reull introduced a ravioli-focused eatery aimed at bridging pasta with fast food, promoting sustainability and quality.
7. Jekes: Carlos Esteve and Ignacio Jarava reimagined kebabs through innovative concepts, backed by Esteve’s marketing expertise.

Sustainability Initiatives

The sustainability segment opened with Campo A Través, a micro-ice-creamery in San Lorenzo de El Escorial run by Paula López and María Luz Villegas. They create artisanal goat milk ice cream, supporting traditional shepherding practices.

Chef Javier Muñoz-Calero shared insights from Ovillo, his solo venture promoting sustainability by reducing food waste and hiring staff from social inclusion programs.

360° Innovation

Eduardo Díaz, Business Director of Mahou San Miguel, presented Plaza Mahou, a groundbreaking brewery-restaurant located inside Bernabeu Stadium. This concept combines on-site beer production with dining, creating a unique hospitality experience.

Young Talent in Legazpi

Two innovative Legazpi-based projects concluded the event:

1. Lur: Young chef Lucía Gutiérrez, part of the 2024 Young Gastronomy Talent list, launched a seasonal, producer-driven restaurant.
2. Èter: Brothers Mario and Sergio Tofé offer an intimate dining experience with just four tables, blending contemporary cuisine with award-winning hospitality.

Organized with the support of Mahou San Miguel, a Basque Culinary Center patron, Culinary Action! continues its nearly annual tradition of exploring Madrid’s dynamic gastronomic fabric by analyzing trends and business models.