How to Sell to HORECA (Hotels, Restaurants and Catering) From a Food and Beverage Factory

Published by

David Argüello

CEO of Hurus AI · LinkedIn

Foodservice accounts for 34% of Spanish consumers' annual food and beverage spending, according to AECOC and Circana (November 2025). Spain has more than 247,000 food service establishments. Selling to that channel usually goes through specialized distributors and direct contact with restaurant chains and groups.

How much out-of-home consumption weighs

According to data Circana presented at an AECOC event, total food and beverage spending (retail and foodservice) was €126,030 million in 2024. That is 4% more than in 2023 and 15.3% more than in 2022. Through September 2025, total spending was growing 2.4% year over year, spending per occasion 2.3% and visits 0.1%.

In the first half of 2025, Spain, Canada and China were the only markets with growth in foodservice visits. Circana describes a consumer who keeps eating out, but in a more planned and conscious way.

Who buys in the channel

The channel is not one thing. As a working rule, it helps to separate three types of buyer:

• Specialized foodservice distributors, who serve many establishments through a single commercial relationship.
• Restaurant groups and chains, with centralized purchasing and their own supply requirements.
• Independent operators, who usually buy through a distributor or a cash-and-carry format.

This classification is market practice, not a statistic. Check it with your sales team.

A four-step method

• Define who you want to sell to and in which area. One type of buyer and one territory.
• Prepare a channel proposal. Formats, expected rotation, service, supply conditions.
• Identify the people who decide. The purchasing or category manager, not the general inbox.
• Open with a concrete reason. A gap in their range, a format they don't carry, a supply problem you solve.

Common mistakes

• Writing to every distributor with the same message.
• Not knowing what rotation a distributor needs to make room for a new item.
• Confusing interest with an order. A sample is not a sale.

Where Hurus comes in

In the first stretch: choosing which companies to write to (ultratargeting), detecting when the moment is right and opening the conversation with context. You handle the negotiation and the close.

Frequently asked questions

How much does foodservice weigh in food and beverage spending?

34% of consumers' annual food and beverage spending, according to AECOC and Circana. Total food and beverage spending was €126,030 million in 2024, 4% more than in 2023. Through September 2025, total spending kept growing 2.4%.

Do you sell direct or through a distributor?

It depends on the product and the customer. Restaurant groups and chains buy through direct agreements or through their distributor. Small operators usually buy through a distributor or cash-and-carry. First define which customer you want and in which area, then work the channel that serves them.

What is the trend in out-of-home consumption?

According to Circana, consumers keep eating out, but in a more planned and conscious way. Through September 2025, spending per occasion grew 2.3% and visits 0.1%. Spain was one of the few markets with visit growth in the first half of 2025.

Source: Forbes España, November 5, 2025, with data from AECOC and Circana.

Full guide: B2B prospecting for food and beverage manufacturers: 2026 guide

Last reviewed: October 18, 2026.