Episode 78: Alex Santamaria on Restaurant Innovation & Surviving Hospitality’s Toughest Times

The restaurant industry has faced some of its toughest challenges in recent years, from pandemic shutdowns to economic uncertainty. In this episode of The Ceres Podcast, host Stelios Theocharous sits down with Alex Santamaria, the founder of Aware Hospitality, to discuss what it takes to survive—and thrive—during these turbulent times.

With a career spanning global markets, Alex brings a wealth of knowledge on restaurant investment, concept development, and the evolution of hospitality. This conversation isn’t just about struggles; it’s about opportunity.

Alex shares his strategic approach to restaurant investment, compellingly arguing why now is the best time to launch a hospitality project. He explains that while current market conditions may seem daunting, a restaurant’s lifecycle means planning and execution take 12-24 months. By starting today, investors can position themselves to be open in a more substantial, less competitive market when the industry rebounds. “Landlords are offering better deals, rent-free periods, and flexible terms,” Alex explains. “That’s an opportunity for anyone looking to get in at the right time.”

Many restaurants rushed to adapt to takeaway and delivery models during lockdown, but Alex warns against unthinkingly following trends. With Aware Hospitality’s venues in highly competitive areas like Notting Hill, he opted against pivoting to delivery, citing market saturation and platforms like Uber Eats and Deliveroo. “Not only do they take a huge percentage of sales—30% or more—but they also control the marketing,” he says. “If you’re not in a prime spot on their app, you’re invisible.”

Instead, Alex believes restaurants must think long-term and focus on experience-driven dining concepts that can’t be replicated in a takeaway box.

One of the most fascinating parts of the discussion is Alex’s insight into how retail brands integrate food and beverage experiences to keep customers engaged. His ChaCha Sister Jane project in Notting Hill blends fashion retail with a restaurant, creating an immersive shopping and dining experience.

“This is where retail is heading,” he says. “Brands want customers to spend more time in their spaces, and food and drink play a key role in that.”

While sustainability is frequently discussed in boardrooms, Alex argues that it’s still not widely implemented in hospitality operations. “Large companies talk about it, but middle management isn’t trained on it,” he explains. He emphasizes that small, practical steps—like sourcing ingredients locally instead of flying in exotic products—can significantly impact.

Alex has a unique perspective on global hospitality trends with projects spanning London, Saudi Arabia, and Dallas. He highlights two key investment areas:

1. Dark kitchens and delivery-first brands – With the right approach, delivery can still be profitable for businesses designed for it from the ground up.

2. Experience-driven dining – People will always want social experiences; when they go out, they’ll expect more than just food.

Alex predicts a significant rebound for the industry, driven by postponed celebrations and pent-up demand. “Next year, we’ll see delayed weddings, big birthdays, and corporate events—people will be making up for lost time.”

Despite the challenges, Alex remains optimistic about the future of restaurants. Whether finding more innovative investment opportunities, adapting to shifting consumer behaviours, or refining sustainability efforts, his insights offer valuable lessons for anyone in the industry.