European hospitality talents present innovative F&B concepts at 18th edition of EMCup in Amsterdam

The 18th edition of the European Mise en Place Cup (EMCup) brought together Europe's most promising hospitality students in Amsterdam on 15 and 16 February. Under the theme “Changing Course - Cranking up the heat in F&B” they explored how hotel F&B can be renewed in a rapidly changing market. It was the first edition to take place in the capital, where international dynamism and creativity were immediately palpable.

Amsterdam as new home base

With the move from Maastricht to Amsterdam, the EMCup has entered a new phase. The capital has given the competition an international appeal and creative impetus that perfectly matches the ambitions of the organisation and the generation ready to shape the future of hospitality. Amsterdam has not only welcomed the EMCup, but also taken it to the next level.

Students central to search for future of hotel F&B

Guests are increasingly looking to connect with local culture, authentic flavours and personalised experiences. EMCup 2026 showed how a new generation of hospitality professionals is daring to translate this demand into innovative concepts. Students presented visions ranging from strategic F&B models to creative solutions to changing expectations of hotel guests.

“The EMCup is about guts, vision and breaking existing patterns,” says Charles van Goch, initiator of EMCup. “This edition proved once again how keenly students are looking at the future of our industry.”

Strong start in Noordwijk, vibrant sequel in Amsterdam

The competition kicked off on Sunday 15 February at Hotel NH Noordwijk Conference Centre Leeuwenhorst, where teams pitched their white papers and participated in interactive networking sessions. The day was all about deepening content and making new connections.

On Monday, the competition moved to Amsterdam. Students worked at three Minor Hotels locations: NH Collection Amsterdam Barbizon Palace, NH Amsterdam Caransa and NH Amsterdam Leidseplein. There, they worked on realistic business cases and new real-life assignments.

Final at OBA Oosterdok Amsterdam

The eight best teams presented their concepts during a Dragons’ Den-like final at the OBA Oosterdok Amsterdam. A panel of experienced F&B professionals judged the pitches on innovation, feasibility and impact.

The Dragons: Angelo Vassallo (General Manager of Tivoli Doelen Amsterdam Hotel), Maartje Nelissen (co-founder of Plant FWD), Ronald Huiskamp (Managing Director and founder of H-Hospitality) and Wouter de Graaf (Managing Director at dePauwWonen & Interieur) stressed that the quality of the concepts was exceptionally high and that the students convincingly showed that the future of hotel-F&B is in good hands.

Winners announced at St Olof's Chapel

The competition was festively concluded with an awards dinner in the historic St Olof Chapel. After completing all components, FHWien der WKW University of Applied Sciences for Management & Communication was declared the winner of EMCup 2026. CETT Barcelona School of Tourism, Hospitality and Gastronomy and Manchester Metropolitan University finished in second and third place respectively.

The students presented strong pitches and well-researched concepts throughout the competition. The winning team developed OMA (Open for More Authenticity): a concept where grandmothers are invited to host culinary workshops and other food-related activities in hotels. This creates a unique experience for guests during quiet moments in the kitchen, while at the same time involving local elders and sharing regional traditions.