We talk to Guía Sevillana, a foodie benchmark

Everyone has hobbies. And who hasn't dreamed at some point of making a living from them. That is the path that Juan Antonio Aguayo, Jota, is travelling with his Guía Sevillana. The project he has been working on since 2021 has become one of the reference profiles for every Sevillian foodie . He stands almost two metres tall, but Jota also has two metres of smile and warmth, enthusiasm and passion. He is a true bon vivant and, if there is one thing such people excel at, it is being able to convey that to those around them. People like him can turn the simplest experiences into something extraordinary. Perhaps that is part of his charm and his success, in addition to the fact that he does it, objectively speaking, very well.

We met him during a homemade culinary gathering, and that encounter served as the prelude to preparing the first interview of the CoverBlog. We could not have chosen a better starter.

Let's start with the basics: Do you already have your reservation(s) for Christmas?

Although in my day-to-day life I move on improvisation and decide plans on the fly (something I'm not very proud of), it's true that I make my Christmas reservations months in advance and think them through very carefully. As a general rule, I'm quite careful with the details at restaurants, sometimes even obsessive. When I go with my family, friends or work, I want to book a special table and I need it to be perfect. I look for no noise, a spot that's visible to the waiters but not too exposed... yes, I have my quirks. That's why I save myself trouble by booking in advance. I consider it a priority and I try to book well ahead of time, adjusting to every detail the restaurant offers me.

To book or to improvise? Justify your answer

As I mentioned earlier, I think making a reservation, especially when we value the details, gives me peace of mind. Going without a reservation nowadays is practically a suicidal act. In my opinion, no one in their right mind would venture to go somewhere far away or take the car without having made a reservation beforehand. I save improvisation for more relaxed plans, like going to the bar or grazing on tapas, where the magic undoubtedly lies and which is what has made Seville great and, of course, Andalusia too. The first stop here, the second there, and the third, well, God will decide. It's part of our idiosyncrasy, and only we know how to do it. It's written in our DNA and it's in tune with the way we see life... Let's not forget that often, the best experiences aren't planned... Or are they?

Why did you decide to make a guide for Seville?

I've always loved eating and I've always prioritised it over any other pleasure in life. Ever since I was little, the allowance my parents gave me always went to food. As a teenager I went to restaurants that people my age didn't go to, and the waiters didn't take me seriously. They'd say… But what's this kid doing here? Where are his parents? That made me sick. But honestly, I preferred to live the experience a restaurant offers than to go out partying (which I've also done). This is always learned from someone; nothing arises spontaneously. My father always instilled in me the value of the product, and we'd spend hours and hours talking about this or that market; reading José Carlos Capel and discovering more and more. It really is a thrilling hobby.

I decided to create a guide the moment everyone was asking me where to eat, and I started making videos so my friends could get to know the experiences I was having. Some didn't believe it, while others encouraged me to share it with more people. From there, the idea emerged and I developed it, just like that. My only intention is to highlight the gastronomy of Seville and show the world everything it has to offer.

It's, above all, a guide for the Sevillian and the resident who is often lost amid so much choice and who has never dared to step out of their comfort zone. Each of us has our 3 or 4 trusted spots, and changing them on a given day carries a tremendous opportunity cost... but if you get it right, you're the happiest person in the world. My intention is to help people take that step. With that, I feel completely satisfied. I think there's nothing that makes me happier than a follower telling me they went to such-and-such a place and got it right.

In the end, it's about valuing what we have. When a restaurateur tells me that thanks to a particular video they filled their venue for weeks, it undoubtedly makes me happy. It makes me happy to know that they now have a window to the world. Besides, it's a page that evolves over time and where Sevillian products also have a place. It's a guide by and for Seville.

The restaurant industry moves a lot with trends regarding user experience. What are you noticing lately and what do you think it's due to?

In the gastronomic sphere, I highlight the return to roots that many restaurants are experiencing. The storytelling of tasting menus is being reoriented towards the aromas and sensations of our grandparents' cooking. After so many innovations in pursuit of the creative and exceptional, the public is showing signs of fatigue at the constant proliferation of dishes like bao buns, tartares and gyozas in every establishment. It's time for a change. Right now, I observe a more regionalist discourse, where we look at ourselves without complexes and rediscover our culinary traditions. This really excites me as a user.

As for the technical side, the user experience is enriched by the increase in professionalisation within hospitality. Study has intensified and people avoid opening a restaurant just for the sake of it. Whoever opens one has already done prior research and makes sure to have a completely organised establishment, in all its facets. It amuses me a lot that many become obsessed with having a presence on social media. What for, really? What message are you going to convey? I'd rather you do without social media and greet me with a simple "good afternoon" and that your menu be up to date. Not everyone is effective at communicating on social media. As I discover new bars and restaurants, I find real treasures, true diamonds in the rough, that don't need social media. I don't need to see your dish on Instagram; I want to feel at ease when I arrive.

We have to root for our own team with this question: What's it like booking with Cover?

When I see Cover's reservation engine, I notice that behind it is a restaurant that meticulously looks after every detail. Cover gives me confidence. The experience speaks for itself, as it not only represents an improvement for the restaurant, but also enriches my life as a user. It removes the hassle of having to invest time calling, with the uncertainty of whether they'll answer or not (something I deeply detest). Moreover, I want to highlight an aspect that many find uncomfortable: the elimination of the dreaded "No Show". With the ability to cancel the reservation at my convenience, you avoid the awkwardness of having to make that call which, although the owner of the establishment always appreciates it, isn't always pleasant.

Furthermore, I firmly believe in constant evolution, and I think that in Seville prepaid booking should be implemented little by little. This measure not only commits you to honouring the reservation, but also helps prevent the multiple bookings that have become so common after the pandemic. I think this is the direction we should move in.

Hospitality CoverManager

Hospitality CoverManager represents the commitment to innovation and growth in the hospitality industry. For more than eight years, CoverManager has worked alongside restaurants, hotels and other businesses in the sector, offering technological tools that optimise reservation management, improve the customer experience and increase profitability. With an approach focused on digitalisation and service personalisation, CoverManager has established itself as a benchmark in the transformation of hospitality, helping thousands of businesses adapt to the demands of a constantly evolving market.

To finish, tell us about your journey. How did you get here?

The reality is that this was quite unexpected and, like all good things in life, it wasn't something I actively sought. About a year and a half ago, the page experienced a considerable surge and, suddenly, more people joined the Community. I think these people identify with traditional cuisine (without it being tacky), appreciate its roots and seek purity. I think the key lies in authenticity when connecting with people, without forcing anything and showing myself to the world just as I am, with my virtues and my flaws.

Currently, several foodie accounts have emerged in Seville, which makes me enormously happy, as I think this adds value to everyone. In my opinion, as more and more videos are created, it's essential to generate content that really brings value to the viewer. There's no point in me making 200 identical videos and not conveying anything. The moment that happens, I'll step down. I don't agree with what some accounts do, trying to generate content without emotion, without conveying anything, just to ride the wave of this format. Not everything goes… and in the end, the algorithm penalises you.

I prefer to go in another direction and walk with firm steps towards where I believe the truth and the emotion should be. But what do I know.

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