F&B Brand Performance: Measure, Optimize, and Win in the On-Trade
- Claire Brunaud
- Oct 3, 2025
- 2 min read
In food & beverage, distribution is just the baseline. The real battle is fought on performance.
A manufacturer that doesn’t measure and optimize brand performance in real time doesn’t progress — it endures.
Why Brand Performance is KPI #1 Today
In a fragmented and hyper-competitive market, success is no longer about being listed: it’s about being chosen, again and again, in every outlet.
Measuring performance in HoReCa means accessing the indicators that really matter:
Sell-out visibility by product, pack, or outlet
Effectiveness of activations (promo, tasting, menu placement, etc.)
Real-time market share evolution versus competitors
Geographic and channel analysis (bars, cafés, hotels, QSR, FSR, etc.)
Consumption insights to fine-tune pricing, innovations, and sales strategy
The Brand Trap: Confusing Presence with Performance
Your brand is listed in 15,000 bars and cafés? Great.
But:
How many of them actually generate volume?
How many prioritize your competitors?
Do your activations generate sell-out… or just visibility?
Without granular, real-time data, many brands think they’re performing… until they face reality.
The difference between being “available” and being top of glass is often the deciding factor in gaining or losing market share.
The Most Widespread False Belief
❌ “We know our brand performance.”
In reality, most brands mostly know their distribution rate.
But:
Sell-in ≠ Sell-out
Visibility ≠ Impact
Listing ≠ Preference
Brand Performance is what happens after your product makes it into the fridge or onto the menu. It’s the consumer’s choice in real conditions, measured objectively.
Without it, you’re flying blind — while competitors optimize every activation in real time.
How Fyre Redefines Performance Measurement in HoReCa
Fyre is the only data platform dedicated to foodservice, built to track and optimize brand performance in the out-of-home market.
By connecting to over 120,000 outlets across Europe, Fyre enables you to:
Track sell-out by SKU, pack, region, or period
Measure and optimize field activations (A/B testing, local campaigns, menus)
Detect consumption trends before the market
Identify pricing gaps and underperforming zones
Benchmark results against competitors in the same outlets
No more assumptions. Only data-driven decisions.
What Leaders Do with Brand Performance
From soft drinks to spirits, from dairy to energy drinks, leading brands use Fyre to:
Adjust assortments by outlet type
Optimize pricing and promotional mechanics to protect margins
Strengthen trade arguments with real consumption data
Equip field teams with the right priorities, based on actual market reality
Launch innovations in targeted, measurable test zones
They don’t rely on intuition. They rely on performance.
A Limited-Time Opportunity
Access to performance data is exclusive by category and market.
Fyre deliberately limits the number of brands it supports to protect their competitive edge.
A 30-minute strategic meeting allows you to:
See your actual performance in key HoReCa channels
Identify growth zones and weak spots
Measure the impact of your activations and distribution
Conclusion: Stop Tracking Listings. Start Tracking Preference.
In the On-Trade, success is not about being present: it’s about being preferred.
To drive growth, prove ROI, and stay ahead, Brand Performance must become your compass.
With Fyre, you gain access to the data that turns strategy into execution — and execution into profitable business.
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