Will Odwarka and Jonathan Doughty—two of Europe’s most accomplished F&B experts—are back with a powerful new episode of their “F&B Insights” segment in the ACROSS DISCUSS series. This time, they dive into why data is transforming retail gastronomy and how smart data analysis can unlock deeper customer understanding, stronger concepts, and better business decisions.
In their exchange, Will Odwarka and Jonathan Doughty describe a European F&B market that is still navigating headwinds. But doing so with a level of intelligence and adaptability the sector has never had before. And that is precisely where the optimism lies.
The data tells a nuanced story. Southern European markets with limited home-office culture are recovering more quickly, while regions still shaped by hybrid work continue to feel a drag on city-centre traffic. Sales across Europe appear stable, but the growth stems largely from price increases, not rising visitor numbers. Footfall remains the pressure point.
Smart Recalibration of the Industry
Yet Odwarka and Doughty signal that this is not a story of decline but a story of recalibration and a smarter industry emerging from disruption.
Foodservice operators are now working with a far more advanced data toolkit. Instead of relying on outdated assumptions, they track how people actually move, where they spend time, and what they expect from a visit. AI-supported insight, behavioural data, and multi-source analytics are giving the sector unprecedented clarity. With this clarity, operators are adjusting menus, pricing, dayparts, and service models with confidence rather than instinct.
This sharper lens is also reshaping geography. Secondary and tertiary cities, once considered peripheral, are benefiting from new relevance as data confirms that consumer life has become more local. Brands that follow these signals are finding real opportunity beyond traditional prime locations.
From Insight to Guest Experience
Perhaps most encouraging is the human side of the story. The speakers highlight a wave of ambitious, agile operators – particularly emerging concepts – who are embracing these insights and turning them into strong guest experiences and resilient business models. Innovation is not confined to the major players; it is bubbling up from the next generation of foodservice entrepreneurs.
For landlords and developers, the message is clear: dig deeper. Topline sales alone no longer tell the story. Understanding average transaction values and true traffic patterns is essential for assessing tenant health and building sustainable leasing partnerships. With better diagnosis comes better collaboration – and better outcomes.
Data as Springboard into Future
Odwarka and Doughty ultimately offer a pragmatic optimism. The industry industry now has the tools, the data, and the mindset to shape its own recovery. It understands itself better than before, listens more closely to its guests, and works with data as a strategic compass rather than a passive report.
The post-COVID-recovery of the industry will not be accidental; it will be built through insight, alignment, and a willingness to adapt. In a challenging market, that level of clarity is not just reassuring, it is a competitive advantage: diagnose accurately, act deliberately, and rebuild volume with intelligence, not guesswork.
Will Odwarka
Will Odwarka is the Founder and CEO of Dubai-based firm Heartatwork Hospitality Consulting since 2019, and a member of the ACROSS Advisory Board. He was born and raised in Vienna, Austria. He has 30+ years of experience leading international strategic growth and development, Franchise and partner management, and F&B operations. He successfully opened over 1000+ outlets in over 40 countries for renowned global players such as McDonald’s, Starbucks, Burger King, Costa, and Wendy’s and smaller players like Creamscafe and Coffeeshopcompany. He strongly focuses on international market entry for F&B players, brand and investor scouting, and AI in hospitality in the Middle East and Europe.
Jonathan Doughty
As a highly experienced F&B professional, Jonathan Doughty has worked at all corporate levels, and has held both executive and non-executive board roles, as well as special advisory appointments and acted in training roles. He has extensive experience around the world in hospitality, property, food and beverage and commercial real estate. Having worked remotely, in situ and on demand in over 30 countries, he is recognised as a leading professional in both the foodservice and commercial property industry.
