“The Cube”: The Data Engine Revealing Every Angle of the Foodservice

GFS CONGRESS 2025 – In the age of information overload, the paradox of data is more apparent than ever: there’s no shortage of numbers, yet few players possess a truly comprehensive view. To fill that gap and provide the out-of-home food sector with the strategic insights critical for its growth, Gondola Foodservice is building The Cube.

The GFS Cube concept art (original picture).

It’s the data, stupid ! That’s the message from Martine Rooselaers, former SVP at Nielsen and now board member at Gondola Foodservice, and Gilles Collet, CEO of Sparkers. When Gondola Foodservice was launched, its mission was clear: to collect – and share – reliable data on Belgium’s out-of-home food and beverage market.

Despite generating an estimated €15 billion in annual revenue, much of the out-of-home sector remains a data blind spot. That lack of visibility is especially troubling at a time of profound transformation across the industry. “Everyone has data,” Rooselaers notes. “But everyone only sees their own piece of the puzzle. Who sees the whole picture?”

How large is the beverage market in petrol stations? What retail formats are growing fastest? What share of delivered meals includes non-alcoholic drinks?

These are the kinds of questions Gondola Foodservice, in collaboration with Sparkers, aims to answer. Their response is The Cube. Powered by data from more than 40 sources — including manufacturers, wholesalers, operators, government bodies and institutions — and growing by the month, The Cube seeks to become the go-to intelligence hub for the sector.

The first version of The Cube is not yet fully operational, but it is already delivering valuable insights. Sparkers' technology platform, proven in other data-rich sectors such as video games and travel retail, is the backbone of the system.

At its core, the process involves data collection, harmonization, enrichment, application of business rules, data governance, and ultimately, the generation of actionable insights and reporting. In time, The Cube could bring a wave of intelligence and efficiency to Belgium’s out-of-home foodservice industry.