On-trade intelligence,
published weekly

Foodservice manufacturers have access to more and more data. They track volumes, analyze distributor performance, collect field feedback, conduct market studies, and measure their campaigns with greater precision than before. Yet despite this growing accumulation of information, some questions remain difficult to answer with confidence. This paradox lies at the heart of the foodservice industry. The market generates many signals, but these signals are often fragmented, incons

Measuring the out-of-home foodservice market is a complex exercise, because this market is unlike more standardized distribution channels. It brings together a wide range of outlets, formats, consumption occasions and purchasing behaviors, which can vary significantly from one country to another, from one region to another, and sometimes even from one street to the next. For brands, this fragmentation creates a major challenge: how can they gain a reliable view of the market

During a World Cup, out-of-home consumption shifts into a different rhythm. Bars fill up, screens light up, terraces take on a new dimension, groups gather around matches, and certain product categories can see their role evolve in just a few hours. For brands, these major events are strategic moments. They create visibility, focus consumer attention, and generate particularly strong consumption occasions. They also provide an opportunity to roll out activations, strengthen f

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 : Alcohol-free is no longer a niche The must-read ebook! HORECA Market Trends & News Use case : Get ahead of the competition What’s new at Fyre? INSIGHT OF THE MONTH Alcohol-free is no longer a niche The non-alcoholic drinks market continues to take shape, with estim

Foodservice market plays a strategic role 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 most difficult markets to analyse accurately. This difficulty does not stem from a lack of interest in data. Brands know that foodservice is a key lever for understanding consumer behaviour, me

In the on-trade world, an activation is never won only at launch. It begins much earlier, with outlet selection, field preparation, sales team alignment, promotional mechanics, and the promise made to the brand. But its real value is often revealed afterwards, when teams need to understand what actually happened in the outlets. This is exactly where many Trade Marketing and Activation teams face a major challenge: they invest time, budget, and energy into field initiatives, b

Never before has the foodservice market generated so much data. Distributor data, checkout data, CRM, panels, field activations, ad hoc studies… Signals exist everywhere. Yet for many market players, making the right decisions remains complex. Why? Because the real issue is no longer access to data. It is its fragmentation. Today, manufacturers often have a solid view of their sell-in: volumes delivered, distributor history, commercial operations, activations deployed. But on

In the commercial management of an FMCG brand in on-trade, a product’s performance can change very quickly. A launch may see immediate success, an established product may gradually lose momentum, or an activation may generate a short-term impact that quickly fades. For Antoine, On-Trade Sales Director, the challenge is not only to track the overall performance of his portfolio. He also needs to be able to detect the first signs of declining performance before they become visi

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 : Cocktails continue to drive value in the Netherlands The must-read ebook! HORECA Market Trends & News Use case : Optimize your pricing What’s new at Fyre? INSIGHT OF THE MONTH Netherlands Focus Cocktails continue to create value With ongoing pressure on purchasin

When managing the commercial performance of an FMCG brand in the on-trade channel, a product’s performance can change very quickly. A new launch may gain immediate traction, an established product may gradually lose momentum, or an activation may create a temporary uplift that fades just as fast. For Antoine, On-Trade Sales Director, the challenge is not only to track the overall performance of his portfolio. He also needs to detect the early on-trade signs of a drop in perfo

For a long time, brands have managed their on-trade performance with a single compass: sell-in. The problem? These data reflect delivered volumes, not the reality of consumption. This can lead to decisions based on a partial, or even biased, view of what’s happening in the field. Today, sell-out data from point-of-sale (POS) systems bring a shift in perspective. They make it possible to clearly see what is actually being sold, at what price, at what time, and in what competit