The energy crisis, inflation, staffing shortages... the hospitality sector in Brussels has faced numerous challenges in recent years. Yet these hurdles haven’t dampened the enthusiasm of many budding entrepreneurs, who are boldly stepping into the business. Drawing on their experiences, here are the nine key ingredients to maximise your chances of success with a HoReCa venture in Brussels.
1. Gain hands‑on HoReCa experience before launching
Working in HoReCa is notoriously demanding: long hours, strict AFSCA regulations, stress and occasionally unhappy customers. It’s strongly recommended to spend a few months actively working in the sector, whether as a student, part-time or full-time staff member. Experiencing the job first-hand is essential to get a good idea of the different tasks you need to carry out daily, and to grasp the challenges that business owners encounter when managing their establishment.
I thought that with 25 years of experience behind me I'd mastered the job, but you never stop reinventing yourself — Sébastien, Brasserie Le Central
Given current staffing shortages in HoReCa, finding an establishment willing to take you on shouldn’t be difficult. Try to work in a venue similar to the one you're planning to open. Actiris can speed up the process by connecting you to potential employers based on your preferences. Working as a flexi-job worker or extra staff can be beneficial for both parties.
Canopée lent us their kitchen so that we could make sure we really resonated with the market before we launched the business. Don't hesitate to knock on people's doors; there's a lot of solidarity in HoReCa — Pauline et Guillaume, Kitsune Burge
Tip: Speak with experienced managers of other establishments to learn about their challenges. Networking is invaluable in HoReCa.
2. Seek support and proper training
Brussels offers many support organisations and training centres tailored to preparing future HoReCa entrepreneurs. Many of these are free or low-cost and are essential for building confidence and readiness.
Six Local Economy Offices offer comprehensive support, from market research and business plans to legal structuring and financing strategies. They assist everyone (employees, jobseekers, PCSW beneficiaries, self-employed people), as long as your project is based in Brussels!
There are also support structures dedicated to jobseekers in Brussels. One of them, Refresh, provides free support for projects in sustainable food. So, don't hesitate to call on them if you meet the criteria! It's also worth noting that, if you're an unemployed jobseeker registered with Actiris and you receive support from one of these support structures, you can benefit from the self-employed grant of up to €4,000.
Training centres such as Horeca Forma Be Pro in Anderlecht deliver high-quality programmes for both future owners and jobseekers. For business management skills, the Accelerated Management Training (FAG) at EFP (approximately four months) is excellent. Shorter options, like the three-hour modules from Passeport Réussite, provide affordable entrepreneurial training.
It may also be useful to join the Horeca Federation in Brussels, which represents and stands up for those involved in the sector. The Federation offers its members legal assistance, training, workshops, networking opportunities, etc.
3. Validate your concept with real customers
Once you've gained experience, the next step is to test your concept. Organise temporary events, tastings or pop-ups to gather tangible feedback on your offer, refine your menu and even begin to create a community around your project.
And to take things even further, hub.brussels suggests testing your concept in a professional setting through its commercial incubator Kokotte. For four months, you'll have access to a turnkey space at a low rent where you can manage a real establishment, welcome customers and adjust your concept based on actual feedback. All with the support of experts in digital marketing, retail design, food health and safety, human resources management and implementing a Good Food strategy. A valuable chance to immerse yourself and measure the full potential of your concept.
“We participated in Kokotte two years ago. We validated many hypotheses (menu, pricing, customer experience...), got trained in our service and proved our concept without investment or risk.”- Pauline et Guillaume, Kitsune Burger.
4. Define your target audience and choose your location wisely
In HoReCa, location matters more than in most sectors. Before you set off in search of the ideal commercial space, it's essential to nail down your target audience. Depending on the audience you're aiming at, you can then identify one or more districts that will allow you to attract these customers.
Tools like analytics.brussels provide detailed data on restaurant density and commercial activity by neighbourhood. It's a real gold mine when choosing where to set up your future business, especially if you can't decide between several commercial districts, for example! Moreover, hub.brussels’ retail coaches can help you pinpoint the ideal location.
Searching for rentals or properties? Inventimmo (Citydev’s platform) lists commercial spaces in Brussels, giving you insights into price levels and availability.
5. Check the current use of your premises
Once you've found a location for your bar or restaurant, we recommend that you go to the municipality in which it's located as soon as possible to check the legal status of the premises. You can then verify whether the designated purpose and/or use of the premises actually aligns with your business or even whether the professional chimney, the colour of the facade, the courtyard covering, etc. have been approved by planning permission. Indeed, many types of work and modifications are subject to planning permission.
If a change of use is required, you'll need an urban planning permit —this can take months and may be refused. Until success, you cannot legally start your business !! Ideally, you should therefore look to establish your business in a location that aligns with your hospitality project.
hub.brussels' Urban planning and Environment team can help you with the processes for applying for a planning and/or environmental permit. You can also use the "my permits" module to assess the feasibility of your project.
Alternatively, consider acquiring an existing business through platforms like affairesasuivre.be, plateformedetransmission.be, leplacard.biz or cessiondecommerce.be, which specialises in HoReCa transfers.
If you are considering taking over business assets (or a company) to launch your business, Reload Yourself offers support to help you make the right purchase. This includes assessing the opportunity and its fit with your project, purchase price, financial arrangements, legal documents for the purchase...Last but not least, in addition to the acquisition process, Reload Yourself will advise you on all aspects of your project! The only condition is that you have a Brussels-based project or you are a resident in Brussels!
6. Find out about the necessary authorisations
Beyond urban planning permits, HoReCa businesses require specific licences. Requirements vary by municipality, but may include:
- A HoReCa operating permit (check local economic affairs departments).
- Fire safety compliance and a Fire Safety Certificate from the fire brigade.
- AFSCA registration or approval for food service.
- Specific alcohol licences if applicable.
As requirements can vary widely, thorough research in advance is essential. You can use the hub.brussels HoReCa checklist or speak to a hub.info advisor to gain a comprehensive overview.
7. Set your prices carefully
Margins in HoReCa are generally tight—even when the venue is full. You must accurately calculate your food cost, the expense of preparing each menu item. Support organisations like the local economy offices and Refresh can help optimise these costs.
Supplier choice affects both cost and quality. With growing consumer interest in fresh, organic, local produce, communicate the origin and values behind your ingredients, as customers tend to pay more for transparent sourcing.
The Bottin Good Food by Bruxelles Environnement has drawn up a list of suppliers in Brussels that offer high-quality products, whether that's fruit, seasonable vegetables, meat, fish, etc. It would be a shame to miss out!
8. Hire skilled staff
Finding reliable staff is increasingly difficult post‑COVID. You’ll need to build your hiring strategy carefully; staffing needs can fluctuate dramatically.
Observe best practices at other establishments and seek motivated people willing to work hard. Actiris Employers Service can help find staff, guide you through employment incentives ((Stage First, Plan Activa, individual vocational training, etc.), and assist in your recruitment processes.
“Actiris organised a speed‑dating event for urban food venues—it was brilliant; you meet ready-to-work candidates straight away..” — Pauline et Guillaume, Kitsune Burger.
9. Think carefully about your communication
In Brussels’ saturated HoReCa scene—filled with established players—you’ll need standout communication.
Begin weeks before opening: strong presence on social media (Facebook, Instagram, TikTok), and SEO visibility. Thoughtful paid ads, event campaigns, loyalty programmes, and promotional lunches help generate interest.
Offline communication matters too: build local neighbourhood relationships, link up with local associations or retailers, and consider hiring a marketing agency if self-promotion feels overwhelming. You can get a partial refund for these expenses by benefiting from the subsidies offered by Brussels Economy and Employment, whether as a potential entrepreneur or as an existing business.
Agence Digitale Solidaire, supported by Brussels government funding, also offers free digital marketing support.