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Culinary sevilla


Culinary Action! arrives in Seville on Monday 18th May 2015, as a workshop focusing on analysing the success stories of chefs and catering entrepreneurs, told in the first person by the protagonists themselves: chefs who, as owners and/or managers of their businesses, take on the role as entrepreneurs.

With a one-day conference, Seville is the first stop in 2015 after the event in Barcelona, as Culinary Action! Seville. In six presentations of about twenty minutes each, six chefs will explain their experiences as entrepreneurs and business owners at the head of their businesses. In addition, three thematic discussions will be held within a group dynamic, led by experts in hospitality management and entrepreneurship.


9.15. Reception of participants

9.30-10.00. Inauguration / introduction

10.00-11.30. PRACTICAL CASES: 3 haute cuisine chef entrepreneurs

(20-25 minutes per presentation)

10.00-10.30. Dani García. Dani García Restaurante (Marbella)

10.30-11.00. Paco Morales. Noor (Cordoba)

11.00-11.30. José Carlos García. José Carlos García (Malaga)

11.30-12.00. Coffee break

12.00-14.00. THEMATIC WORKSHOPS (given by sector experts)

Three dynamic workshops related to setting up a new business

1) Legal advice to undertake and open a catering business and hints about hiring in the sector. Fernando Huidobro

2) Economic Management in catering. David Serrano.

3) Marketing / Social networks in catering. Xabier de la Maza

14.00-15.30. Lunch break. Cocktail offered by Escuela de Hostelería Gambrinus

15.30-17.00. PRACTICAL CASES: 3 chef entrepreneurs with different business concepts (20-25 minutes per presentation)

15.30-16.00. Diego Gallegos. Sollo (Fuengirola)

16.00-16.30. Mario Ríos and Curro Noriega. Besana Tapas (Utrera)

16.30-17.00. Laura López and José Fuentes. Trasteo (Zahara de los Atunes)

17.00-17.30. Debate / Final questions with the 3 chefs from the afternoon session

17.30-18.00. Conclusions of the workshop

Speakers Chefs

Their first project as partners was Albedrío, which operated for four years until the autumn of 2012 in Zahara de los Atunes. In this Cadiz town, these entrepreneurs with previous experience in various restaurants launched Trasteo a few months later, which continues the same line marked in the previous location: a fusion of Andalusian cuisine with exotic notes.

Curro Noriega y Mario Ríos opened Besana Tapas in 2010, in the Jewish quarter of Utrera (Seville). This project uses a tapas bar format, with modern Andalusian cuisine and a tavern philosophy. In the summer of 2014, these 'gastro-entrepreneurs' opened their second premises: La Fábrica, located in Seville.

Known as the 'Caviar Chef', Diego Gallegos has opted to 'super-specialise' in sturgeon, known in the Golden Age as 'sollo' (gar), which is the name of his restaurant. He focuses on river cuisine around this prehistoric fish and its roe (caviar), raised on organic farms like Rio Frio in Granada

He is part of a family of restaurateurs; in fact, it was with his parents with whom he took his first steps as a chef. After a period of training in schools and gastronomic spaces, Jose Carlos Garcia opened his own business project in Malaga, with the restaurant that bears his name, where he holds a Michelin star.

He trained at El Bulli and Mugaritz and after passing through Madrid and Bocairent (where Paco Morales Restaurante received a Michelin star); Paco Morales is currently immersed in a one hundred percent personal project, which will get under way in a few months in Cordoba, his home city. Noor will combine a gourmet restaurant and a creative space, with a strategic theme: its speciality in Andalusian cuisine.

Positioned as one of the key chefs of avant-garde Andalusian cuisine, he has developed his career between Ronda and Marbella, where a little over a year ago he moved to the Hotel Puente Romano to open Dani Garcia Restaurante. This gastronomic space, with two Michelin stars, serves as his headquarters, while Bibo is a bistro with an 'informal' offer. He also has his own catering and events business.


Inscríbete a este taller gratuito enviando un email con tus datos (nombre, apellidos, teléfono) a

Avda. de Andalucía 1, 41007 Sevilla (Antigua Fábrica de Cruzcampo)


Culinary Action Seville, 6 enterprising cases and the advice of 3 experts

On 18th May 2015 the Basque Culinary Center held, at the Gambrinus-Heineken School in Seville, a workshop to analyse 6 success stories of entrepreneur chefs and restaurateurs in Andalusia: Dani García (Dani García Restaurante), Paco Morales (Noor), José Carlos García (José Carlos García), Diego Gallegos (Sollo), Curro Noriega and Mario Ríos (Besana Tapas) and Laura López and José Fuentes (Trasteo). The programme is completed with three themed workshops with group dynamics, led by experts in hospitality management and entrepreneurship, on legal advice for entrepreneurship, financial management, marketing and social networks in hotel and catering.


1.. Gastronomy businesses have so many different and uncontrollable parameters that there is no magic recipe for their success.

2.. Gastronomy is a profession, a business or a sector in which the human factor is a highly determining factor.

3.. In any personal environment, you must have faith in what you do. When you fail, you must get back up and look ahead; reflect on the reasons and apply the lessons learned. You must always dream, fall down and get back up again.

4.. To start a business, you must ask questions and seek advice. There is nothing wrong with asking; it is the position you must take to enterprise in gastronomy.

5.. Haute cuisine chefs are a new species, a new profession, for which being professionally successful does not mean being successful in business.

6.. The idea that haute cuisine is not profitable is false, it is a myth fed by all the agents in the sector, in which it seems like we aimed to make haute cuisine unprofitable.

7. When creating a company to set up a catering business, if you want your investment to have a long life, you should sign a partnership agreement, that makes each partner's role, and their rights and obligations, clear.

8.. The target, the public, ethe customer, is the greatest source of inspiration of a business, this is also true in hotel and catering.

9.. You must make the decisions calmly, but that should not imply a lack of risk. If an entrepreneur does not take risks, in the end, they will not make progress. In any case, the person the entrepreneur most relies on is himself.

10.. Everyone has the same opportunities. Of course luck is also involved, but you must be ready to take it.

More information..


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CA! Sevilla


Basque Culinary Center

Paseo Juan Avelino Barriola, 101
20009 Donostia - San Sebastián (Gipuzkoa)
Phone 943 574 500 | Fax: 943 574 502
Latitud GPS: N 43º17'15.39"
Longitud GPS: W 1º59'14.13"


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