On-trade intelligence,
published weekly

Restaurants, cities and venue presence: Fyre’s data helps identify areas to explore and distinguish an established category from an offer that is still barely visible in sales.

On a cocktail menu, a name can identify both a recipe and a brand. The Aperol Spritz is a particularly clear example: when a customer orders it by that name, the brand is already part of the request. In FYRE’s The Aperitivo Hour report, Aperol Spritz ranks first by revenue among cocktails identified by name in Germany, the Netherlands and the United Kingdom. For spirits and liqueur brands, this finding raises a question that goes beyond the Spritz: how can a cocktail recipe b

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: In the UK, lager is strengthening is lead HORECA Market Trends & News Interactive Report: World Cup 2026 What’s new at Fyre? Meet FLAM: the AI assistant designed for restaurant owners INSIGHT OF THE MONTH In the UK, lager is strengthening its lead Within the Beers &

Flavours, no-alcohol and pricing: POS data reveals a transformation that runs deeper than the rise of the Spritz Saying that the Spritz is gaining ground tells only part of the story. When cocktails are grouped by product family and flavour profile, a deeper transformation emerges: bitter, orange-led flavours are becoming more prominent, no-alcohol cocktails are now measurable everywhere, and the category retains a strong ability to generate value. For beverage brands, these

In the on-trade market, brands often have to choose between two activation strategies. On the one hand, national campaigns provide consistency, consolidate resources and establish a shared message across the market. On the other hand, local activations make it possible to adapt more precisely to the realities of individual outlets, consumption areas and local market dynamics. This choice is never straightforward. A national activation can generate significant visibility but m

For brands operating in the out-of-home market, measuring actual consumption remains one of the most important strategic challenges. Delivered volumes, distributor orders and field feedback provide an initial view of the market, but they do not always reveal what is actually being sold in outlets to end consumers. Yet this is where a large part of performance is determined. A product may be available in the channel without generating the expected sales rotation. An activation

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

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 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

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