In this first edition of Conexión PAYTEF, Gerard Moreno Vivó, COO & Partner at Deleito, one of the most active emerging brands in the HORECA sector, welcomes us. He receives us at their new premises at Carrer de Roger de Flor, 161 (Barcelona), where the atmosphere perfectly embodies what the brand represents: order, minimalist design, and agile operations that allow them to deliver quality at scale.
Gerard clearly explains how they have grown from a small summer stand on the Costa Brava to an omnichannel chain with six locations and a presence at over 40 festivals in just three years.
Standardization = Foundation for Growth
In an environment of accelerated expansion, well-defined processes are the only way to maintain quality and control. This repeatability allows Deleito to open new locations without losing its distinctive essence. Gerard is clear about this:
“The key is standardization, standardization, and standardization.”
Balanced Omnichannel: In-Store + Delivery
50% of Deleito’s sales come from delivery, and the other 50% from their physical locations. This omnichannel approach allows them to grow without relying on a single channel and to optimize margins through direct sales at the physical point of sale. Nevertheless, they acknowledge that delivery involves high commissions, which drives them to constantly seek operational efficiency.
Technology as a Competitive Advantage
For Gerard, technology is not a luxury; it is a necessity. From kitchens to payments, they seek solutions that work, do not fail, and scale with them. Having a partner like PAYTEF has allowed them to:
- Reduce collection commissions
- Simplify financial management
- Have a robust, fast, and uninterrupted payment gateway
Because, as he himself says:
“Every euro counts in every location. And the customer cannot experience failure at the moment of payment.”
Training, Work-Life Balance, and Chaos-Free Environments: The Key to Talent Retention
The challenge of a shortage of qualified personnel in the HORECA sector is real and widespread. Gerard openly acknowledges: “Sometimes we schedule 20 interviews, and only 2 people show up.” Faced with this scenario, Deleito is committed to creating a stable, predictable, and attractive work environment.
They have implemented shifts with flexible hours (such as working one weekend on and one off) to facilitate a more balanced life for their team.
But the key lies in well-defined processes. Standardization not only allows them to grow but also frees teams from operational stress, as each person knows what to do and how to do it from day one.
To reinforce this, they have created the Deleito Academy, an internal training platform where every new team member quickly and clearly learns how the restaurant operates, without improvisation. The result: less chaos in the kitchen, a better work environment, and greater loyalty to the project.
AI against Delivery Fraud: An Increasingly Necessary Defense
One of the major current challenges in organized catering with online sales is fraud due to false claims. More and more users are reporting orders as incomplete or in poor condition with the sole aim of obtaining a refund or a second free delivery.
In this context, Deleito has developed an artificial intelligence system integrated into the kitchen, which automatically photographs each order before it is sealed. This “visual record” allows them to verify in seconds whether the claim is legitimate or fraudulent. If necessary, the platform automatically sends the original image as proof of defense against the claim.
The result: more than an 86% reduction in errors and undue refunds, greater business protection, and increased confidence in processes.
AI to Predict Demand: Buy Just Enough, Serve on Time
In addition to combating fraud, Deleito is leveraging artificial intelligence to predict the demand for each location with greater accuracy. The objective: to avoid both stockouts and overstocking.
The system, currently under development, analyzes variables such as future sporting or musical events in the area and weather data.
This information translates into weekly sales volume predictions, allowing the team to adjust raw material purchases in advance and make logistical decisions with greater certainty.
“Obviously, deciding how much stock to buy each week is a headache for managers. With this system, we can anticipate better and make more informed decisions.”
The use of AI in this area reduces waste, improves cost control, and minimizes operational stress, especially during periods of high demand. It also helps improve business sustainability by avoiding unnecessary food waste.
Conclusion: Scaling with Purpose, Technology, and People
Deleito is a clear example of how a young brand can scale rapidly without sacrificing control, quality, or the soul of the project. Their success is not due to chance, but to very specific decisions and a well-defined strategic vision.
Deleito’s growth is supported by four key pillars: standardized processes that eliminate operational chaos and enable consistent scaling; a structured and balanced work environment that fosters talent retention; the use of technology and artificial intelligence to optimize operations, prevent errors, and anticipate demand; and collaboration with strategic partners like PAYTEF, who provide financial efficiency and reliability at every point of payment.
Many thanks to Gerard and the Deleito team for sharing their experience with such transparency and vision. We look forward to seeing you in the next edition of Conexión PAYTEF, where we will continue to explore how payment methods transform businesses that are soaring.
👉 You can watch the full interview on our YouTube channel
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