Serbotel · 2027

Agoris analysis · updated June 2026

Key takeaways

• 22nd edition of Serbotel: 17 to 20 October 2027 (Sunday to Wednesday) at the Parc des Expositions de Nantes, a biennial trade show created in 1985 by Exponantes. Halls and floor plan not yet communicated at 18 months out.
• 2025 review: 31,000 visitors, 450+ exhibitors, 32,000 m² across 6 halls over 4 days. The 22nd edition is targeting 35,000 visitors / 600 exhibitors (2027 targets communicated by the organiser, to be confirmed after the official review).
• The leading regional trade show in the Grand Ouest dedicated to the café-hotel-restaurant sector: café-hotellerie-restauration, bakery-patisserie, food trades, butchery-charcuterie, snacking, professional kitchen equipment.
• Nearly 20 contests and trophies over 4 days in 2025, including the European Cup of Bakery, the Mondial du Pain, the World Oyster Shucking Championship and the Trophée Masse. Format embedded at the heart of the halls, dense visitor audience.
• Structural change of operator on 1 January 2026: Exponantes (Parc des Expositions, a subsidiary of CCI Nantes Saint-Nazaire) and the SPL Cité des Congrès de Nantes are brought together under a single operating company, in a mixed-economy model associating Nantes Métropole and the CCI (SPL or SEM legal form to be settled, source: Le Journal des Entreprises, infos-media-nantes.fr). Serbotel 2027 is the first edition operated by this new structure.

Who exhibits

Typical profile

A multi-sector café-hotel-restaurant trade show, structured in 2025 around 7 sector universes (source: serbotel.com):

• Bakery, patisserie, chocolate-making, ice cream: raw materials, oven equipment, ingredients, shop fit-out.
• Food products, snacking, catering: charcuterie, cheese, preserves, fresh produce, ready meals, food truck.
• Kitchen equipment and café-hotel-restaurant material: professional refrigeration, cooking, washing, kitchen furniture, utensils, food truck.
• Drinks, bar, breweries: cellars, wines, spirits, coffee, craft brewing, machines, distribution.
• Institutional bodies and education: apprentice training centres, chambers of trades, hospitality schools, professional organisations, specialist press.
• Fit-out, furniture, decoration: dining-room layout, terrace, signage, hospitality design.
• Connected and high-tech solutions: tills, payment, dining-room management, click & collect, trade software.

A strong presence of SMEs and mid-sized firms from the Grand Ouest (Pays de la Loire, Brittany, Normandy), regional agri-food businesses (dairies, canneries, independent breweries), national café-hotel-restaurant groups and national suppliers. International presence is more modest than at Equip'Hôtel Paris.

Notable exhibitors

The 2025 exhibitor list is published on the official Serbotel exhibitors page. The 2027 list will be published by the organiser when registrations open.

Quality of the visitor base

• 31,000 trade visitors in 2025, coming mainly from the Grand Ouest but also from across France and a few neighbouring countries.
• Decision-maker profiles: artisan bakers, pastry chefs, chocolatiers, charcutiers, restaurateurs, café-bar managers, hotel establishment managers, café-hotel-restaurant wholesale purchasing officers, apprentice training centre and chamber-of-trades trainers, hospitality students.
• Trade show reserved for sector professionals (free badge on pre-registration).
• Strong regional concentration: Pays de la Loire (departments 44, 49, 53, 72, 85), Brittany (22, 29, 35, 56), Normandy (14, 50, 61), Vendée. A structuring geographical effect against Equip'Hôtel Paris.

Activities and community

Contests and competitions

Nearly 20 national and international contests organised over 4 days in 2025. Official labels verbatim (source: serbotel.com/concours/tous-les-concours-serbotel):

• Coupe d'Europe de la Boulangerie Artisanale (France, Spain and Italy on the 2025 podium).
• Mondial du Pain.
• Championnat de France des Arts Gourmands.
• Trophée Mondial du Meilleur Plat Français, 2025 winner: Dan Rodrigues (Brazil).
• Trophée Passion International.
• Championnat du Monde des Écaillers & Concours du Meilleur Espoir Français, 2025 winner: Benjamin Gilard.
• Concours National du Meilleur Crêpier, 2025 winner: Jean-Luc Rescamp.
• Trophée Masse : la sélection du Grand Ouest.
• Challenge tes Sens.
• Trophée National de Restauration Collective Autogérée.
• Challenge des Jeunes Talents.
• Trophée du Partage.
• Les Concours Bouchers.
• Les Concours Charcutiers Traiteurs.
• Trophée National Traiteur Organisateur de Réceptions.
• Trophée Tables et Saveurs de Bretagne.

The 2027 contests and their federation partners will be published by the organiser in the months preceding the edition.

Conference and activity programme

Around fifty conferences and workshops in 2023 and 2025 on sector themes: employment, recruitment, training, succession, ecological transition. The Restaurant des Chefs (a culinary demonstration space embedded within the trade show) ran for 4 days. Bakery demo stages, technical workshops.

Community and networks

A trade show anchored in the Grand Ouest's regional café-hotel-restaurant ecosystem. Long-standing institutional partners: chambers of trades and crafts (CMA Pays de la Loire), CCI Nantes-Saint-Nazaire, trade federations (Confédération Nationale de la Boulangerie-Pâtisserie Française, Confédération Française de la Boucherie-Charcuterie-Traiteurs, UMIH, GHR), specialist press (Boulangerie Magazine, L'Hôtellerie Restauration, Néorestauration, Tendances Restauration, Snacking.fr, Tendance Hôtellerie).

What's new in 2027

The first edition operated by the new single entity born of the merger of the Cité des Congrès + Parc des Expositions de Nantes (effective 1 January 2026, mixed-economy model Nantes Métropole + CCI Nantes Saint-Nazaire, SPL or SEM legal form under arbitration, sources: Tendance Hôtellerie, Le Journal des Entreprises, infos-media-nantes.fr). The concrete consequence: a unified commercial point of contact, pooling of marketing tools between the Cité and the Parc Expo, possible joint activation of complementary congress rooms should conference capacity be needed. The new events hall Le Laps (2,500 seated places), delivered in the second half of 2026 at the Parc des Expositions, will be able to host the major plenaries and contest ceremonies.

On site: what you need to know

Access, parking and accommodation: see the listing for the Parc Expo Nantes Beaujoire.

Specific to the trade show:

• Halls: not yet communicated for 2027. The 2025 edition occupied 32,000 m² across 6 halls of the Parc des Expositions.
• Address: Parc des Expositions de Nantes, route de Saint-Joseph de Porterie, 44300 Nantes.
• 2027 opening hours: not yet published. 2025 edition reference: 9 a.m. - 6 p.m. on trade days, to be confirmed on the Opening hours and services page.
• Visitor badge: free on online trade pre-registration, on proof of café-hotel-restaurant activity.
• Catering on site: Restaurant des Chefs (demonstrations + catering), catering points in the halls, bars.

Preparing your visit

For the exhibitor

• 12 months out: make contact with the organiser, identify the sector universe (7 universes), request a stand quote.
• 9 months out: enter the federated contests (Coupe d'Europe de la Boulangerie, Trophée Masse, etc.; this goes through the partner trade federations, not directly through Serbotel).
• 6 months out: confirm location and stand brief, logistics for heavy equipment (cooking, professional refrigeration, food truck).
• 3 months out: team accreditations, Nantes accommodation (book early, October tourist peak in Pays de la Loire), commercial brief.
• 6 weeks out: activate partner networks (CMA, CCI, federations), Grand Ouest specialist press materials, prospect meeting schedule.

For the decision-maker visitor

• Trade pre-registration is mandatory for the free badge.
• Allow 1 to 2 days to cover the 6 halls and attend at least one contest final.
• Flagship contests: check the timing of the finals (Coupe d'Europe de la Boulangerie, Mondial du Pain, Championnat du Monde des Écaillers), high attendance and high technical quality.
• A Sunday-to-Tuesday schedule is unusual on the café-hotel-restaurant calendar: make the most of the Sunday opening for artisan profiles who close on Mondays.

Policy and CSR initiatives

The 2025 edition placed two structuring themes at the heart of its programme (source: Restauration21, Tendance Hôtellerie): revaluing the trades (succession, training, inclusion, mental health in the kitchen) and ecological transformation (carbon reduction, waste prevention, evolving production methods). Virginie Léger-Mathys, the trade show's general commissioner, stated: "This 21st edition marks a turning point for Serbotel. We wanted a trade show in the image of the sector: passionate, creative and resolutely turned towards the future" (source: Restauration21, Tendance Hôtellerie, October 2025).

As of now, the trade show does not publish a dedicated ISO 20121 certification or a structured CSR page on serbotel.com. The CSR topic is carried through the programme (conferences, workshops) rather than through a certified events process, to be cross-checked with the new merged Cité+Parc Expo entity, which could formalise a consolidated CSR policy by 2027.

How the trade show has evolved

Trajectory analysis

Serbotel celebrated its 40th anniversary in 2025 with a consolidated 21st edition (31,000 visitors, 450+ exhibitors, 32,000 m² across 6 halls): a milestone that positions the trade show as the leading regional café-hotel-restaurant gathering in the Grand Ouest and a clear complement to Equip'Hôtel Paris on the artisan-SME segment. Contest turnover is high (4 new entries in 2025: Trophée Mondial du Meilleur Plat Français, Trophée Passion International, Championnat du Monde des Écaillers, Concours National du Meilleur Crêpier), a signal of a strategy of gradual expansion towards the food trades beyond the bakery-patisserie core. The major structural shift of 2027 is the operator: the first edition managed by the new single entity Cité des Congrès + Parc des Expositions de Nantes, born on 1 January 2026 in a mixed-economy model associating Nantes Métropole and the CCI Nantes Saint-Nazaire (SPL or SEM legal form to be settled, source: Le Journal des Entreprises, infos-media-nantes.fr). The delivery of the Le Laps hall (2,500 places) in the second half of 2026 adds premium conference capacity that could reconfigure the plenary and contest-ceremony staging. 2027 targets (35,000 visitors / 600 exhibitors) to be confirmed after the official review.

Unless otherwise stated, all factual data in this listing comes from the organiser's official website (serbotel.com).