Vision and Mission

Vision

Serving Europe champions this dynamic sector, with a special focus on chain operations and franchising systems, ensuring they remain resilient, efficient, and capable of meeting customer needs across Europe. We engage actively on key policy topics, placing our members at the centre of EU decision-making, where policies are shaped and later implemented across all Member States.

Our members contribute significantly to local and national economies, supporting employment, entrepreneurship, and long-term prosperity. In Europe’s diverse society, branded food and beverage chains also serve as inclusive social spaces, bringing together people from all social and economic backgrounds.

Mission

Serving Europe’s mission is to provide strong and credible leadership for branded food and beverage service chains at EU level, protecting and promoting the value of franchising systems and multi-location operations within the broader HORECA sector.

We support our members through high-value services that deliver tangible benefits and advance shared objectives. By actively engaging with EU policymakers and the broader stakeholder spectrum, Serving Europe ensures that the voices of branded chains are heard at the heart of European decision-making.

As the visible voice of the sector in Brussels, we provide strategic insights for businesses, policy analysis, and guidance on regulatory and legislative developments that shape the future of franchising, chain operations, and the broader food service industry across Europe.