{"id":3371,"date":"2026-07-06T10:49:31","date_gmt":"2026-07-06T08:49:31","guid":{"rendered":"https:\/\/foodstory.es\/?p=3371"},"modified":"2026-07-06T10:49:35","modified_gmt":"2026-07-06T08:49:35","slug":"estamos-dedicando-mas-inteligencia-a-conocer-al-consumidor-que-a-mejorar-aquello-que-consume","status":"publish","type":"post","link":"https:\/\/foodstory.es\/en\/estamos-dedicando-mas-inteligencia-a-conocer-al-consumidor-que-a-mejorar-aquello-que-consume\/","title":{"rendered":"\u00bfEstamos dedicando m\u00e1s inteligencia a conocer al consumidor que a mejorar aquello que consume?"},"content":{"rendered":"<h1 class=\"wp-block-heading\"><\/h1>\n\n\n\n<p class=\"wp-block-paragraph\">Hubo un tiempo en el que una parte importante de la innovaci\u00f3n gastron\u00f3mica no se preguntaba qu\u00e9 quer\u00eda comer el consumidor. Se preguntaba, sencillamente, <strong>c\u00f3mo cocinar mejor<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Durante casi dos d\u00e9cadas tuve la fortuna de participar en ese debate organizando encuentros en torno a la cuarta y la quinta gama.* Fabricantes, tecn\u00f3logos alimentarios, cocineros, operadores de restauraci\u00f3n y especialistas en equipamiento compart\u00edan una misma inquietud: c\u00f3mo aprovechar los avances de la industria alimentaria para conseguir una cocina m\u00e1s regular, m\u00e1s segura, m\u00e1s eficiente y, sobre todo, de mayor calidad.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Aquellas jornadas nunca fueron un enfrentamiento entre la cocina tradicional y la industria. Al contrario. La mayor\u00eda de los profesionales entend\u00edan que las nuevas gamas de producto no pretend\u00edan sustituir el conocimiento culinario, sino ponerlo en valor. Si un cocinero pod\u00eda dejar de dedicar horas a pelar cebollas o preparar fondos b\u00e1sicos, dispon\u00eda de m\u00e1s tiempo para concentrarse en aquello que realmente diferenciaba su cocina.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Con el paso de los a\u00f1os, sin embargo, aquel debate fue perdiendo protagonismo.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Hoy apenas encontramos congresos, art\u00edculos o mesas redondas dedicadas a analizar c\u00f3mo evolucionan los ingredientes, las nuevas gamas de producto o las tecnolog\u00edas culinarias aplicadas a mejorar el plato. En cambio, hablamos \u2014y con raz\u00f3n\u2014 de digitalizaci\u00f3n, inteligencia artificial, sostenibilidad, redes sociales, automatizaci\u00f3n, trazabilidad, experiencia de cliente o an\u00e1lisis masivo de datos.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Todos esos temas son importantes.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Much\u00edsimo.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pero me pregunto si, sin darnos cuenta, hemos desplazado el centro de gravedad de la innovaci\u00f3n.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Francia vivi\u00f3 hace algunos a\u00f1os una pol\u00e9mica que merece ser recordada.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">El crecimiento de la quinta gama provoc\u00f3 que muchos consumidores empezaran a preguntarse qu\u00e9 significaba realmente que un restaurante \u201ccocinara\u201d. Para aportar transparencia naci\u00f3 el distintivo <strong>Fait Maison<\/strong>, destinado a identificar aquellos platos elaborados en el propio establecimiento.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La iniciativa era l\u00f3gica y respond\u00eda a una preocupaci\u00f3n leg\u00edtima.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sin embargo, pronto apareci\u00f3 una paradoja.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Muchos magn\u00edficos restaurantes nunca utilizaron aquel distintivo. Otros que s\u00ed lo exhib\u00edan recurr\u00edan, dentro de los m\u00e1rgenes legales, a numerosos productos previamente elaborados. El logotipo tranquilizaba al consumidor, pero no siempre explicaba la verdadera calidad culinaria del establecimiento.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Quiz\u00e1 porque la pregunta nunca debi\u00f3 ser qui\u00e9n utilizaba quinta gama y qui\u00e9n no.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La verdadera pregunta era otra.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u00bfSe puede cocinar mejor gracias a las nuevas gamas de producto?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Estoy convencido de que s\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Una excelente quinta gama no convierte autom\u00e1ticamente a nadie en un buen cocinero.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pero tampoco una cocina llena de materias primas garantiza por s\u00ed sola un buen resultado.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La diferencia contin\u00faa estando en el criterio profesional, en el conocimiento t\u00e9cnico y en la capacidad para transformar unos buenos ingredientes en una experiencia gastron\u00f3mica.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Por eso siempre me ha parecido un error presentar la cuarta y la quinta gama como si fueran el enemigo de la cocina.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Las nuevas gamas no sustituyen al cocinero.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Son herramientas.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Y, como ocurre con cualquier herramienta, su valor depende del uso que se haga de ellas.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Hoy, mientras tanto, asistimos a otra revoluci\u00f3n.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La inteligencia artificial es capaz de anticipar comportamientos de consumo, identificar tendencias, segmentar clientes, recomendar promociones y predecir la demanda con una precisi\u00f3n impensable hace pocos a\u00f1os.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sabemos cada vez m\u00e1s sobre el consumidor.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sabemos qu\u00e9 compra.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Cu\u00e1ndo compra.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Con qui\u00e9n compra.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Cu\u00e1nto est\u00e1 dispuesto a pagar.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Incluso podemos prever si un determinado perfil elegir\u00e1 un guacamole antes que un alioli o si consumir\u00e1 un determinado producto a las tres de la madrugada o a las ocho de la tarde.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Toda esa informaci\u00f3n tiene un enorme valor.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ser\u00eda absurdo negarlo.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Al mismo tiempo aparecen hornos inteligentes conectados a la nube, capaces de almacenar miles de recetas, corregir autom\u00e1ticamente par\u00e1metros de cocci\u00f3n o recibir actualizaciones remotas que prometen resultados cada vez m\u00e1s uniformes.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La tecnolog\u00eda sigue avanzando.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Y me parece una magn\u00edfica noticia.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pero ninguna inteligencia artificial mejora por s\u00ed sola una receta.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ning\u00fan horno sustituye el criterio de un buen profesional.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ning\u00fan algoritmo convierte un producto mediocre en una excelente elaboraci\u00f3n.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Quiz\u00e1 por eso echo de menos que volvamos a hablar un poco m\u00e1s de cocina.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">De ingredientes.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">De procesos.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">De conservaci\u00f3n.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">De texturas.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">De funcionalidad.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">De c\u00f3mo seguir mejorando aquello que finalmente llega al plato del consumidor.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Porque la innovaci\u00f3n gastron\u00f3mica no deber\u00eda consistir \u00fanicamente en conocer mejor al cliente.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tambi\u00e9n deber\u00eda ayudarnos a cocinar mejor para \u00e9l.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Despu\u00e9s de tantos a\u00f1os observando la evoluci\u00f3n de nuestro sector, sigo creyendo que las grandes transformaciones no nacen \u00fanicamente de la tecnolog\u00eda. Nacen cuando el conocimiento culinario, la ciencia de los alimentos, la industria y la restauraci\u00f3n trabajan con un mismo objetivo.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Hace veinte a\u00f1os esa conversaci\u00f3n exist\u00eda.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tal vez haya llegado el momento de recuperarla.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Y de hacernos, entre todos, una pregunta que considero tan sencilla como necesaria:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u00bf<\/strong><strong>No estaremos dedicando m\u00e1s inteligencia a conocer al consumidor que a mejorar aquello que consume?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>(*)<\/strong>\u00abDurante m\u00e1s de veinte a\u00f1os, la asociaci\u00f3n ANTA promovi\u00f3 encuentros, publicaciones y debates sobre la cuarta y quinta gama. Buena parte de aquel trabajo qued\u00f3 recogido en un &nbsp;eBook &nbsp;&nbsp;de libre disposici\u00f3n en la biblioteca de <a href=\"http:\/\/www.foodstory\">www.foodstory<\/a> .es que hoy constituyen un testimonio de c\u00f3mo evolucion\u00f3 esta tecnolog\u00eda y de las preguntas que entonces nos hac\u00edamos. &nbsp;Tambi\u00f1en &nbsp;puede acceder directamente linkando en<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/foodstory.es\/wp-content\/uploads\/2026\/03\/V.-La-Restauracion-Colectiva-TAMBIEN-EXISTE-Parte-II.pdf\">https:\/\/foodstory.es\/wp-content\/uploads\/2026\/03\/V.-La-Restauracion-Colectiva-TAMBIEN-EXISTE-Parte-II.pdf<\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>Hubo un tiempo en el que una parte importante de la innovaci\u00f3n gastron\u00f3mica no se preguntaba qu\u00e9 quer\u00eda comer el consumidor. Se preguntaba, sencillamente, c\u00f3mo cocinar mejor. Durante casi dos d\u00e9cadas tuve la fortuna de participar en ese debate organizando encuentros en&#8230;<\/p>","protected":false},"author":1,"featured_media":2140,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","_kadence_starter_templates_imported_post":false,"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"_kad_post_classname":"","footnotes":""},"categories":[6,1],"tags":[],"class_list":["post-3371","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-a-lo-mario","category-actualidad"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u00bfEstamos dedicando m\u00e1s inteligencia a conocer al consumidor que a mejorar aquello que consume? - Food Story<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/foodstory.es\/en\/estamos-dedicando-mas-inteligencia-a-conocer-al-consumidor-que-a-mejorar-aquello-que-consume\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u00bfEstamos dedicando m\u00e1s inteligencia a conocer al consumidor que a mejorar aquello que consume? - Food Story\" \/>\n<meta property=\"og:description\" content=\"Hubo un tiempo en el que una parte importante de la innovaci\u00f3n gastron\u00f3mica no se preguntaba qu\u00e9 quer\u00eda comer el consumidor. 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