We are Launching the Digital Coke Academy for Hospitality Professionals

After nearly four successful years since the launch of the project, we are introducing a digital version of the training programs for hospitality professionals.

Our company has traditionally hosted a new edition of the Coke Academy, a two-day workshop designed for retailers and hospitality professionals, while announcing the launch of online educational content for owners of hotels, restaurants, cafés, and other hospitality establishments, which will be available 24 hours a day.

While the Coke Academy continues its tradition of in-person workshops, it now also offers online education to hospitality professionals, providing access to useful content at any time. The content has been designed based on feedback regarding their real business needs.

Mirko Gutić, Sales Director at Coca-Cola HBC Serbia and Montenegro, emphasized that the goal of the Coke Academy is to support partners in improving their business operations and achieving further growth through the exchange of knowledge and experience.

“We want to support our partners because we firmly believe that the growth of their businesses also contributes to our own business results. It is particularly important to us that this year’s agenda for both workshops was designed in line with the real expectations and needs of our customers, as this allows us to exchange experiences on concrete topics, encourage discussion, and jointly explore solutions to ensure profitability in challenging times,” said Gutić.

During the first day of the Academy, discussions focused on how concept driven and personalized restaurants are increasingly emerging globally and more frequently in Serbia as well. These establishments standardize service and specialize in specific menus. Although venues with a broad food and beverage offering remain the most common in Serbia, all research indicates that under growing consumer demand for added value, hospitality businesses will increasingly transform toward personalized venues or services built around clearly defined concepts in the coming years.

Participants also discussed how the hospitality sector in Serbia is coping with the challenges of a dynamic market, as well as ways to attract and retain an adequate workforce.

“Our impressions are truly positive, and I would recommend this to everyone, as there is a lot to learn that is highly relevant to everyday operations. I used to think that we already knew everything, but I have now realized how valuable experience sharing really is, as it provides many practical insights,” said Svetislav from the fast-food restaurant Kuća kobasice in Novi Sad.

On the second day of the workshop, during sessions dedicated to retail, topics such as category management, cost and revenue management, assortment optimization, and employee management were addressed, supported by practical examples of how to achieve better profitability and greater customer loyalty.

The central part of the event was a panel discussion on business improvement and people management, where retail consultants, sales trainers from Coca-Cola HBC Serbia, and successful local retailers spoke about consumer habits, employee motivation, and the role of sales staff as key brand ambassadors.

“Participating helped us recognize best practices and confirm that we are on the right track. At the same time, we learned many things that we will implement in our stores and in cooperation with our partners to further improve our business,” said Marija Jeftić from Oli Market in Niš.

The Coke Academy is a long-term project of Coca-Cola HBC Serbia, launched at the beginning of 2022. To date, more than 600 participants from the hospitality and retail sectors have completed various training formats as part of the program.