There are a lot of people who want to turn potato omelette into the “new pizza”

The potato omelette is almost certainly the most ‘homemade’ dish in the Spanish recipe book. In fact, more than a ‘dish’ it is a ‘symbol’ of traditional cuisine, of all life. And yes, it’s true: it has always been available in bars, cafes and restaurants; but the queen of tortillas was (proudly) something that was made at home.

But not anymore. When one stands in front of the Navarra factory of Natural Prepared (the manufacturer of the 60 million tortillas that Mercadona sells each year) it is inevitable to think that this train has already passed. As they say in DAP, the industrial process is fascinating (each tortilla is fried at a different temperature!) and, at the same time, it is a clear piece of how the industry is betting everything to ensure that Juan Roig’s vision comes true: let’s stop cooking.

And the tortilla is the battlefield. We will return to the Mercadona tortilla, but it is not the only actor at play. Martinuca was born just after the pandemic and, with the impetus of Maria Pombohas achieved a turnover of more than seven million euros for its premium tortillas at home in 2025 alone – more than double that of the previous year. And that’s only with four locations in Madrid and Barcelona.

Its objective is quite clear: “elevate the Spanish tortilla to a global icon, as the Italians did with pizza“. And the reference is interesting because, de facto, the tortilla is following a ‘pattern’ similar to the one that pizza followed 20 or 30 years ago: the sector is growing in the hypermassive industrial product and in the premium (with a huge step in delivery).

And why now and not 20 years ago? First of all, for a technical issue. As our colleague Miguel Ayuso explainswe are talking about the first fresh tortillas that hit the shelves. “Until then there were only tortillas that were pasteurized in their own packaging and the juiciness was greatly compromised,” Sergio Beni told DAP.

Since Palacios/Fuentetaja began to grow the market a decade ago, until Elaborados Naturales has managed to become the first player at a national level, the technical, logistical and distribution revolution has been enormous. But “being able to do it” has only been part of the process.

The other is that we have stopped cooking. We are doing it, in fact. According to the report “Convenience, the super power that changes everything” that has just been published, the average daily time spent cooking has fallen to 24.5 minutes, 41% of consumers usually eat in a hurry and ready-to-eat dishes grew by 55% between 2022 and 2025. Mercadona takes a third of that pie.

What’s interesting is that, for the first time, respondents say they go to these products for price. It is not clear that this is true because the prices are high compared to food prepared at home; but even if it were a simple rationalization, it is interesting. It is not in vain that the majority of Spaniards continue to say that they like to cook.

But weren’t we wanting to stop cooking? In DAP, Beni explained that “people no longer want to cook at home. They want to cook as a hobby, but you want that time you use to cook for your things, to play paddle tennis, to go to the gym, to read a book, to study or to make your life. You don’t want to spend that time cooking. Before our mothers spent two hours cooking and we don’t want that anymore, we want to spend that time on other things and products that are good and that are good.”

However, even though There is a lot of data that proves them right.this is still a business story.

“Cooking” is becoming “plating things.” It is true that the 20th century has been a century in which more and more stages of food processing have been taken outside of domestic kitchens. Today, our country only 28% of Spaniards cook from fresh foods.

In fact, if we go to the dataWe can see that millennials eat 30% more often in restaurants than any other generation; When they cook, they spend less time (one hour less per week than Generation It’s US data, but we can find a similar process in all Western countries.

That is to say, the discourse that kitchens are going to disappear is the framework for the next step of integration between the agri-food industry and domestic kitchens. A regulative ideal, a scenario that helps normalize what we already do (but without feeling bad about it). Will they be successful? Nobody knows, but it is clear that they are going to try hard.

The Spanish tortilla is the best example.

Image | instagram / Miguel Ayuso

In DAP | We visited the Navarra factory where Mercadona’s potato tortillas are made: they make one and a half per Spaniard per year