On-trade intelligence,
published weekly

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

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 cocktail

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 qui

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 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

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 assem