Chiqui Calleja (Larrumba): “Las revoluciones parecen amenazas, pero una vez pasadas, nadie quiere volver atrás”
“Calma, este es un proceso natural”. El cofundador del grupo de restauración Larrumba, Chiqui Calleja, abrió el programa de la séptima edición de Barcelona Fashion Summit repasando las diferentes revoluciones a lo largo de la historia y colocando la digitalización en el núcleo de la que se vive hoy. “En el momento, las revoluciones parecen más amenazas que oportunidades, pero una vez pasadas, nadie quiere volver atrás”, ha afirmado.
Calleja, que en la actualidad ejerce de director de comunicación en Larrumba, ha resaltado que la mayor fábrica de películas no tiene actores, la mayor de hostelería no tiene ni una cama, la de transporte no tiene vehículos, la de distribución no tiene tiendas, afirmando que lo que hace diez años era muy novedoso, hoy es el día a día.
“La digitalización tiene que ver con la accesibilidad y el aumento de la competencia, también entre sectores”, ha señalado el empresario. “También pasa por la profesionalización en formación, equipos y digitalización, y por un nuevo escenario de mayor margen de comparativa de precios y servicios que eleva el grado de exigencia del consumidor”, ha añadido.
“Así como pasa con las tiendas, es muy fácil abrir un restaurante, pero si la gestión no está bien hecha, caerá por su propio peso”
Según Calleja, España es el décimo país en la UE en digitalización y debería tener una mejor posición ya que todo el planeta está digitalizado. “Es como un combate en el que luchan un peso pesado con un peso pluma”, ha señalado, haciendo hincapié en que si se compite con diez y cinco se están digitalizando, hay que tomar consciencia que uno está descompensado.
El directivo ha explicado cómo en el grupo Larrumba ha incorporado herramientas tecnológicas para ganar rentabilidad reduciendo incluso costes y personal, para optimizar recursos y fidelizar al cliente. En este sentido, Calleja ha explicado que cuentan con herramientas para saber cuánto dinero se gasta un cliente, a cuántos restaurantes ha ido y a cuánta gente trae.
En definitiva, el empresario ha apuntado que la tecnología ayuda a resolver cuestiones del día a día para saber el escandallo de los platos, hacer crosselling entre restaurantes u optimización de espacio. “El coste de implantación de estas herramientas es mínimo en comparación con el incremento de la facturación que generan”, ha afirmado.
El grupo de restauración Larrumna ha incorporado tecnología para ganar rentabilidad reduciendo costes y personal
Calleja ha recordado que el 70% de los restaurantes que abren hoy cerrarán en los primeros años de vida. “Así como pasa con las tiendas, es muy fácil abrir un restaurante, pero si la gestión no está bien hecha, caerá por su propio peso”. Por último, el directivo parafraseó a Walt Disney diciendo que hagas lo hagas hazlo suficientemente bien para que vuelven y traigan a sus amigos.
Barcelona Fashion Summit se celebra a lo largo de hoy en el Teatre Nacional de Catalunya con el propósito de poner el contador de nuevo a cero y repensar (otra vez) el negocio. Organizado por Modaes.es, el evento alcanza su séptima edición consolidado como el principal encuentro del sector de la moda en España.
La jornada de hoy cuenta con el patrocinio de Board, Facebook, Minsait (un compañía de Indra) y TecnoCampus, además de la colaboración de 080 Barcelona Fashion. En la convocatoria de 2018, el encuentro alcanzó los 850 asistentes.
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