On October 14, 2026, AlmaU hosted the roundtable “Restoround: Trends and Innovations in the World of HoReCa,” bringing together representatives of the restaurant industry, experts, and market professionals to discuss current trends, digital transformation, and new opportunities for restaurant business development.
Today, the restaurant industry is undergoing significant changes. The development of digital technologies, shifting consumer preferences, the influence of social media, and growing expectations for service quality are shaping new standards for food service establishments. In this context, professional knowledge-sharing, the adoption of innovative solutions, and the development of sustainable business models are becoming particularly important.
The event program covered key areas of modern HoReCa development, ranging from gastronomic trends and personal branding to artificial intelligence, practical innovations, and sanitary and epidemiological safety.
Current HoReCa Trends and New Opportunities
One of the topics discussed at the meeting was trends in traditional Kazakh baked goods. Zhanna Bakhytzhan Bakhtybayeva, one of Kazakhstan’s leading pastry chefs, presented an area reflecting growing interest in national gastronomic traditions and their contemporary interpretation.
A separate section focused on the influence of social media and personal branding on the development of HoReCa. Food blogger Ruslan Aitbayev spoke on “From a Like to a Guest: How Social Media and Personal Branding Are Changing HoReCa,” highlighting the importance of digital communication in engaging audiences and attracting guests.
An important part of the program was devoted to the professional community and the development of the restaurant market. Irina Maratovna Lebedeva, a representative of the Association of the Club of Restaurateurs of the Republic of Kazakhstan, took part in the event’s business program.
Innovation was explored in a presentation by business expert and mentor Tursunai Baratova entitled “What Is Innovation All About?” The discussion focused on the importance of an innovative approach to business development and the search for new solutions in a changing market.
Artificial intelligence in the modern restaurant business was another key topic. Zulfia Murakimovna Yusupova, founder of the Club of the Association of Restaurateurs of the Republic of Kazakhstan and Director of Sanitary and Epidemiological Safety, presented a topic related to technological development and the operational efficiency of restaurant businesses.
Professional Dialogue as the Foundation for HoReCa Development
The event provided an opportunity to exchange expert opinions, discuss industry trends, and strengthen professional connections. The range of topics made it possible to examine the restaurant business comprehensively through the perspectives of gastronomy, marketing, technology, entrepreneurship, and safety.
The final stages of the program included a wrap-up session and networking. The event was moderated by Gulnara Nurganatovna Katibayeva, Head of the Association of the Club of Restaurateurs of Kazakhstan.
Events of this kind contribute to the development of the professional community, the sharing of relevant knowledge, and the development of new approaches to restaurant management.
The future of HoReCa is being shaped today at the intersection of tradition and innovation, quality service and digital solutions, professional expertise and the industry’s readiness for change. Open dialogue and cooperation among market participants provide a foundation for the continued development of Kazakhstan’s restaurant industry.