Gretel Weiss – a pioneer of the HoReCa business in Europe

Gretel Weiss, for many years a well-known profile in the HoReCa business all over Europe, recently visited Stockholm on a group study tour. For many people in the food sector Gretel is known as the profile behind the magazine FoodService Europe & MiddleEast and the founder of European Foodservice Summit in Zurich. At the age of 73 she still is going strong and stays curious. While visiting MAX at Kungsgatan 4 in Stockholm we took the chance to ask her some questions.

 Can you tell us about yourself and your long career within the food service business in Europe?

Sure! I was born and raised on a small farm in the Southwest of Germany. When I was a girl, my education was strictly devoted to becoming a good farmers’ wife. Which did not work out.  I never married a farmer.

Instead, I went off and studied Food Science and Microeconomics. Loved the facts and figures you deal with in economics – and still do. The subject of my diploma thesis was about cost structures in large kitchens. To earn some money, I sold this study paper to DFV Media Group. This was the beginning of a great relationship.

First hired as a contributing author, I concentrated on contract catering in canteens, hospitals, schools. In the 70s and 80s these HoReCa categories were front-running in size of operations and operational skills. Then I moved on to fast food. Since the early seventies, McDonald’s and other US players redefined what used to be an underdog category to turn quick service into a leading sector within the German and other European away-from-home markets. It opened a whole new world, inspiring far-reaching developments in systems and brands all over Europe.

Starting with our business title Foodservice, we continue to produce print magazines, online publications, and face-to-face conferences. Since the beginning of the 90s, it was a time rich in newcomers, growth, and expansion. Crossing borders!

As editor-in-chief and publisher, I enjoyed times full of opportunities for all kinds of activities. One example: together with a Swiss institute (GDI) and an American professor (Chris Muller) we were able to start and develop the European Foodservice Summit in Zurich. Bringing together about 250 people at CEO level from 20+ nations year by year. Business friendships between people from Sweden and Spain, between AmRest and Sticks’n’Sushi etc. Having speakers on stage like Howard Schultz from Starbucks or Richard Bergfors from MAX.

Next chapter! For myself, talking to people from all different kinds of eating and business cultures has always been exciting, enriching. Touring Japan, South Africa, Russia, and Canada not as a tourist, but as a journalist from a trade paper was outstanding. Observing the HoReCa business in Europe means discovering different pioneers, different infrastructures, different solutions. Ja, listen, learn, and make friends!

What kind of developments do you see now going on within the food service sector? Any international trends?

Increasingly, technology is changing the game. And that’s the same in Scandinavia as in the Mediterranean countries. Some are more front-running than others, but all of us must meet a new reality and normality. Corona has been an extremely difficult time for the hospitality world. Especially for full-service restaurants, event and office catering. On the bright side, we recognize learnings in supply chains, sales structures, and kitchen efficiency. The war in Ukraine brings a next dimension of issues to the table. Security. Energy costs etc.

Most of these issues are relevant for many industries, from agriculture via retail to private households. The world is upside down. Having not enough manpower to work – dishwashers, chefs, service stuff – has become an international trend.

Major issue: climate change! We observe a remarkable change of mind towards what to eat, at least in highly educated (and prosperous) societies. Less meat, particularly less beef, is definitely bound to become a mainstream concern in major markets worldwide. Vegetarian and vegan options, once smiled at, made a racket and are here to stay.

Another great learning: our restaurants are public living rooms in small communities as well as in big cities. In every society. People want and need our products and our emotions. Cafés, restaurants, bars are part of their lifestyle.

What is the reason for visiting Sweden this time?

Good question! In Germany we have an award for pioneers, great brands and companies’ success in the restaurant industry. This award is given away each year in Hamburg at the first day of Internorga exhibition. The committee responsible for selecting the next winners goes on a study tour each year. Not just in our home country, even more somewhere in Europe, North America, or Asia. It’s important to see what’s going on and to discuss it. And this time we are in Stockholm to explore front-running developments in your country.

As we know, Richard Bergfors for a very long time already, it was clear from the beginning to come and study the latest developments within the MAX system. A few weeks ago, Richard made an outstanding speech at our International Foodservice Forum in Hamburg. He got the best ratings for the messages he passed on, so it was very, very clear that we had to see the MAX empire in Stockholm on the first day of our study tour.

Thank you Gretel for always being a colorful inspiration and carrying the torch for the HoReCa business!