On-trade intelligence,
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In foodservice, brands often make decisions based on a partial view of the market. Data is available, field feedback is plentiful, distributors provide their own indicators, and marketing teams already monitor several sources to understand performance. Yet, despite this accumulation of information, some questions remain difficult to answer accurately. Where is the brand genuinely gaining ground? Which segments are driving growth? Which outlets are underperforming despite clea

Market research has long been an essential tool for understanding the out-of-home market. It helps brands build an initial view of the market, identify consumption trends, gather feedback from industry professionals and consumers, and create a solid analytical foundation to guide their decisions. In an industry as complex as foodservice, this approach remains valuable. It provides perspective, methodology and the ability to place market developments into context. However, it

In the out-of-home market, commercial and marketing decisions have long been based largely on an upstream view of the market. Brands monitored delivered volumes, distributor orders, regional performance and field feedback to understand their momentum across the channel. This information remains essential, as it helps manage distribution, commercial flows and relationships with partners. However, it does not always answer the most important question: what is actually happening

Over the last 26 full weeks, cafés, bars and nightclubs in the FYRE France panel generated 41.8% of their revenue in just two days: Friday and Saturday. This concentration highlights the importance of choosing the right timing to manage sales, inventory and commercial activations. In the out-of-home consumption sector, not every day of the week carries the same weight. Footfall, consumption occasions and going-out habits directly influence venue activity. But to what extent?

Do rising temperatures automatically boost beverage sales in cafés, hotels and restaurants? Sell-out data observed during the June 2026 heatwave tells a much more nuanced story. Between 22 and 28 June 2026, France experienced a particularly intense heatwave, with temperatures peaking on 24 and 25 June. To measure its actual impact on out-of-home consumption, Fyre compared sales during this period with those recorded during a reference week in the same month, from 8 to 14 June

When a heatwave hits, it’s easy to assume that beverage consumption in cafés, bars, and restaurants will surge. Yet Fyre’s sell-out data tells a different story: a heatwave doesn’t necessarily increase consumption—it shifts it. Between 22 and 28 June 2026, France experienced an exceptional heatwave. Comparing this period with the reference week of 8–14 June reveals striking changes in purchasing behaviour across the French on-trade. Cold Drinks Rise, Hot Beverages Decline Uns

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 : When temperatures soar, coffee takes a hit The must-read ebook! HORECA Market Trends & News Use case : Identify the moments that drive sales What’s new at Fyre? INSIGHT OF THE MONTH When temperatures soar, coffee takes a hit During the recent heatwave in France, co

Foodservice holds a strategic position for brands. It is a market where trends emerge, where products are discovered across a wide range of consumption contexts, and where experience plays a decisive role in shaping brand perception. Yet despite its importance, it remains one of the hardest markets to analyze accurately. This difficulty does not stem from a lack of interest in data. Brands know that foodservice is an essential lever for understanding consumption behaviours, m

For a long time, brands have managed the on-trade using aggregated indicators. They monitored performance by country, region, channel, or category, with a broad enough view to track major trends, but often too distant to understand what was really happening inside outlets. This approach was useful for a long time, as it helped structure the analysis of a complex market. But today, it is showing its limits. In an environment where consumption behaviours are changing fast, budg

In the on-trade sector, many marketing actions are still analyzed after the fact. An activation is launched, field teams are mobilized, materials are deployed, initial feedback comes in, and then the key question arises: did it actually work? The question is not only whether the operation was properly executed. It is mainly about its real impact: did it generate more sales, in which outlets, on which products, at what moments, and how effectively compared with the objectives

Foodservice has always been a difficult market to read. Its fragmented structure, the diversity of outlets and the variety of consumption moments have always made it less standardised than retail. But over the past decade, this complexity seems to have changed in nature. The market is not only larger or more competitive. It has become more fluid, more hybrid and harder to interpret through traditional frameworks. The boundaries between channels are becoming blurred, consumpti

In the away-from-home market, brands have long sought to better understand consumers. They analyse trends, survey customers, monitor feedback from the field and observe how their categories are evolving to identify shifts in purchasing behaviour. These approaches remain essential, as they help understand expectations, motivations and perceptions. But they do not always capture what happens at the exact moment when the consumption decision is made. In an outlet, the final choi