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The true cost of slow data for a Trade Marketing Manager You have negotiated your locations, mobilized your field teams and invested in an ambitious promotional strategy with a clear objective: to maximize the impact at the point of sale. Activation has begun. Three weeks later, you receive the consolidated report. At this stage, the issue is no longer analysis. The issue is timing. For a Trade Marketing or Activation Manager in the foodservice industry, slow data delivery i

Dry January continues to influence the non-alcoholic beer market in Europe. But the dynamics are not uniform. In our new infographic, we analyze the evolution of the share of non-alcoholic beer in January 2026 vs January 2025 in France , the United Kingdom and the Netherlands . 👉 In France, the movement is accelerating significantly. 👉 In the United Kingdom, the trend remains positive but more moderate. 👉 In the Netherlands, the January peak seems to be easing despite a

For a Data, Digital or CRM Manager in the foodservice industry, on-trade represents a unique challenge. It's a strategic channel for brands, a trend laboratory, and a major driver of profitability. Yet, from a data perspective, it remains one of the most complex environments to leverage. The problem isn't a lack of information. Cash registers process millions of transactions every day. The real obstacle lies in the fragmented market, the heterogeneity of systems, and the ab

Welcome to your monthly dose of on-trade insights ! At Fyre, we help outlets & brands navigate the HORECA world with more clarity, confidence, and.... data. Cheers ! ON THE MENU THIS MONTH : Insight of the month :  Which beverage dominated the out-of-home market in December 2025 ? Top 10 HORECA KPIs - Ebook's time ! Market Trends & Horeca News Success Story : Brand performance benchmarking What's new at Fyre ? INSIGHT OF THE MONTH France, UK & Netherlands Focus MarketPulse

Know exactly where to push your brand Pinpoint the gaps, risks, and opportunities in your brand’s performance across the market. Goal 1: Benchmark your brand against competitors at outlet, group, and regional level—identifying underperformance or growth pockets with precision. Goal 2: Understand what’s driving changes in brand performance—zooming in on shifts in rotation, distribution, and menu presence Goal 3: Guide your sales teams to where the biggest brand growth opportun

For a long time, panels acted as a compass for Insights teams. They helped structure how markets were read, establish a shared language across teams , and provide reference points considered reliable for managing categories, tracking their evolution, and securing strategic decisions. And yet, a feeling persists among many analysts and decision-makers: something is slipping through the analysis, as if part of reality were hiding behind the indicators. It’s not that foodservice

Optimizing Your Restaurant Menu For many independent restaurant owners, it’s an idea that comes up often… but gets postponed. Out of fear of turning everything upside down. Lack of time. Or simply because they don’t know where to start. The good news is that optimizing your menu doesn’t mean rebuilding it from scratch. In most establishments, 80% of the impact comes from 20% of the actions . So here are 3 simple, priority levers  to improve your menu’s performance—without com

For years, sell-in was the main benchmark for managing performance in the on-trade. Delivered volumes, negotiated numeric distribution, sales pressure: once the product left the warehouse, the job seemed done. But the market has changed. And today, managing the on-trade using only sell-in is like driving without real visibility on actual consumption. Sell-in: a necessary but incomplete indicator Sell-in answers a very specific question: 👉 “Have I sold my products to my dir

In trade marketing, a foodservice activation can tick all the boxes… and still leave one unanswered question once it’s over: 👉 Did it really have an impact? Presence at point of sale, POS materials installed, agreement negotiated, field photos reported back.On paper, the activation is there. But presence doesn’t mean impact. And that’s exactly where many Trade Marketing managers end up flying blind. The false comfort of presence indicators For a long time, post-activation me

In on-trade, making fast decisions has become essential. Trends are shifting, prices are moving, activations are multiplying… yet many brands are still steering their business with figures that are too high-level or arrive too late. The real issue isn’t having more data. It’s about tracking the right indicators, at the right level, to make better field decisions. That’s exactly the goal of our ebook Top 10 HORECA KPIs to track to drive a data-driven on-trade strategy . Why tr

In foodservice, beverages are never just an add-on product. They are often the primary margin driver , a strong indicator of customer usage… and an excellent signal of what is really happening in the market. Yet many players, restaurateurs and manufacturers alike, still look at Beverage Market Insights  in an overly global way. A national average, an aggregated figure, a top 10 of categories… and then decisions are made somewhat blindly. The problem? 👉 The HoReCa market is u

On-trade is everywhere. In neighborhood cafés, cocktail bars, independent restaurants, or more structured concepts. This is where brands are built, trends emerge, and value is created. And yet, for many players, on-trade remains a blind spot. The data exists, but it is scattered. POS systems don’t communicate with each other. Analyses arrive too late. And in the end, decisions are still too often driven by gut feeling. In this context, having reliable on-trade insights  is n