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.

Espresso still dominates, while Iced Coffee shows strong growth: Fyre sell-out data reveals the latest shifts in France’s out-of-home Coffee market.

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 &

France, Germany, the United Kingdom and the Netherlands: cocktails are gaining ground across Europe, but not in the same way The cocktails Europe market is gaining momentum across all four countries analysed by Fyre. In H1 2026, cocktails accounted for 16.4% of alcoholic-beverage revenue in France, compared with 10.9% in Germany, 7.0% in the Netherlands and 6.4% in the United Kingdom. More importantly, cocktails gained share in all four markets analysed — and declined in none

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

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

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

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

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 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

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 restaurant industry, marketing campaigns have become an essential lever to drive traffic, launch new products, or boost sales over a given period. Yet, once a campaign is live, one question almost always comes up among marketing teams: how can you tell if the activation actually worked? Between natural fluctuations in activity, changes in customer behavior, and the many external factors that influence restaurant traffic, measuring the true impact of a campaign can quic

In the foodservice industry, marketing activations often require considerable organization. A product launch, a tasting tour, or a promotional campaign mobilizes field teams, equipment, partners, and significant budgets. For Thomas, Trade Marketing Manager at an FMCG brand, each campaign represents a strategic investment. The objective is clear: to increase brand visibility and boost sales in partner establishments. However, once the operation is complete, one question often