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.

Lagers gaining share, non-alcoholic beer growing and clear price differences across sub-categories: Fyre sell-out data highlights the latest Beer & Cider shifts in France.

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 &

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 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

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

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

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

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

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

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 : Classic cocktails still dominate the menu Top 10 most consumed beverages in HORECA - Must-see infographics! HORECA Market Trends & News Success Story : Performance Benchmark for Your Brand What’s new at Fyre? INSIGHT OF THE MONTH Netherlands Focus Classic cocktails

In the sales teams of FMCG brands, sell-out has become an essential indicator. Knowing what actually sells at the point of sale allows you to understand the performance of a product, identify growth opportunities and adjust sales actions. For Pierre, On-Trade Sales Director at a beverage brand, this information is essential for managing his business. The field teams visit hundreds of establishments every week, negotiate listings, and implement activations to develop the brand

In the insights and category management teams of FMCG brands, the objective is clear: to understand market trends and transform data into strategic decisions. However, in everyday reality, a large part of the time is not spent on analysis. It is absorbed by a much less valuable step: data consolidation . For Marie, Insights Manager at a foodservice brand, the week often starts the same way. Exports arrive from various sources; the files must be cleaned, harmonized, and assemb