The boom of food delivery has transformed the restaurant sector, and it has done so at a pace set by consumer demand and by large restaurants and chains; a pace that small and medium-sized establishments have sometimes not been able to keep up with at the same level. In this context, the consultancy TheRest has launched into the market to accompany these restaurants, as the first comprehensive consultancy specialized in delivery in Spain.
The company, founded in November, advises these small and medium-sized restaurants to adapt to the delivery market and digitalize, with the aim of providing them with technological and management tools that facilitate everything from the creation of optimized menus to franchise strategies focused on the home delivery sales channel.
Founded by former Glovo and UberEats executive Jeremías García-Seoane, TheRest has positioned itself with three months of activity in the sector with clients such as Healthy Poke, Goiko, Gonzalez&Co, Deleito and La Martinuca, with whom they currently have about twenty active clients. Looking ahead to 2025, the consultancy expects to exceed 70 recurring clients and a turnover of more than 1.5 million euros.
To accompany restaurants in the management of delivery, TheRest provides tools linked to digitalization and marketing, but also to improve the operational dimension, with experts in strategy, data and operations. The team, which has a total of 16 people including employees and collaborators, also includes gastronomy experts, to define "the ideal mix of products to sell in the delivery channel".
"Delivery is a pain-point for restaurants due to its complexity, its dynamism and its low margins, which requires a very precise management process," highlights García-Seoane. In this sense, TheRest proposes that "restaurants can continue to do what they do best, and we take care of the rest."
In addition, the company has agreements with technology companies to advance in the digitalization of restaurants beyond delivery, including tasks such as payment and dining room management: "If the general operation works better, so will delivery," highlights the founder.
Future international opening
"We want to become the Accenture of delivery, and we see the opportunity to do so not only in Spain, but internationally," highlights García-Seoane, who has always been linked to the restaurant world: from his family's restaurants in Argentina to having led the expansion of UberEats in Latin America and having moved to Glovo in Spain.
Looking ahead to its internationalization, TheRest is now focusing on its launch in the Spanish market, and plans to open up to nearby markets, such as Andorra and Portugal, starting in 2026. To do so, operating from Barcelona works in its favor, as the Catalan capital has the highest penetration rate of delivery at a national level —close to 20% of its citizens use it regularly—, and has players that generate "operational synergies" and the willingness of restaurants to bet on home delivery service: "Barcelona is the city par excellence for delivery."