On-trade intelligence,
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At first glance, the answer seems obvious. Matches watched by millions of people, fans getting together with friends, packed terraces and busy bars… The World Cup looks like the perfect event to drive footfall and sales for restaurants and bars. And indeed, some matches did generate clear peaks in consumption and activity. But when you look more closely at the data, the reality is much more nuanced. Not every match had the same impact. Not every outlet benefited in the same w

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

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