Horeca data: definition, examples, and why it will be essential in 2026
- Claire Brunaud
- 17 hours ago
- 5 min read
In 2026, data will become the number one strategic priority for all foodservice players.
Restaurant owners, bars, cafés, beverage brands, manufacturers — everyone is already feeling the acceleration of change. Consumer habits are shifting, prices fluctuate faster than before, competition is intensifying… and margins are now determined down to the very last cent.
In this environment, Horeca data — the data generated by establishments in the hospitality sector — is no longer a bonus. It’s a compass. And those who know how to use it will gain a significant competitive edge.
But what exactly is Horeca data? What is it used for? And why will it become indispensable in 2026?
Let’s dive into this new market standard.
Horeca data: what exactly are we talking about?
Horeca data refers to all the information generated by establishments in the sector: restaurants, bars, cafés, hotels, fast-food chains, pubs, brasseries, and more.
It comes primarily from POS systems: sales receipts, quantities sold, average basket size, time of consumption, product categories…
The sector’s historical challenge?
This data exists — but it is fragmented, chaotic, and rarely comparable. POS systems don’t communicate with each other, formats differ, and both restaurateurs and manufacturers struggle to extract anything truly useful from it. This fragmentation prevents brands from identifying market opportunities or optimizing their field activation.
Today, enrichment technologies, AI, and CRM matching are changing the game. We can now turn thousands of receipts into reliable, actionable insights — at scale.
What does Horeca data actually look like in practice?
To visualize what this data actually looks like, let’s take a few concrete examples found in Fyre’s solutions:
1. Sell-out data
This is the foundation: what customers actually purchase in the establishments.
It allows businesses to answer simple yet essential questions:
Which products sell best depending on the day, time, or region?
Which dishes generate the highest margin for the restaurant?
How are average prices evolving within a given category?
Fyre, for example, can track the average price of a soft drink across 5,000 establishments with a margin of error of only ±€0.04 thanks to a representative panel.
2. Consumption behaviors
At what times do customers consume the most? Which dishes do they pair with a given beverage?
This type of data helps improve a product’s positioning, choose the right moments to push a promotion, or optimize a menu.
3. Activation tracking
With real-time connected POS systems, it becomes possible to measure the impact of a brand activation:
Is the promoted cocktail actually selling better?
Did the activation perform better in certain establishment clusters?
What is the ROI compared to a control group (A/B testing)?
Coca-Cola, for example, used the Fyre platform to measure its Paris 2024 activation across more than 7,000 points of sale and continuously adjust its actions.
4. Advanced segmentations
Modern Horeca data makes it possible to segment the market with extreme precision:
QSR vs. FSR
Cocktail bars vs. traditional bars
Premium vs. mainstream
Breakfast-focused venues vs. dinner-focused venues
etc.
This level of granularity was impossible with older on-trade data. Fyre now offers 56 segments — ranging from culinary style to quality level — to reflect the reality of the market.
Why Horeca data is becoming indispensable in 2026
1. Because profitability now depends on the smallest details
A restaurant owner can now gain +15% profitability in just three weeks simply by adjusting their menu, prices, and margin ratios thanks to a clear analysis of their sales.
In 2026, as:
costs continue to rise,
customers become more volatile,
establishments need to reinvent themselves faster,
the ability to make decisions based on reliable data is no longer an advantage — it’s a condition for survival.
2. Because the market is evolving faster than ever
Consumption trends no longer follow an annual rhythm… but a monthly one.
New beverages, new influences, new consumption moments: brands must understand in real time what is shifting.
With MarketPulse, a representative panel of thousands of establishments, manufacturers can track trends and adjust their distribution, pricing, or innovation strategy much more quickly.
3. Because the field has become too complex to operate “by instinct”
Large cities are true consumption labyrinths.
Coca-Cola’s example in Paris illustrates this perfectly:
Without segmentation, clustering, and daily sales tracking, optimizing execution across more than 7,000 hotspots would be impossible. Running the activation “by instinct” would have cost time, money, and countless missed opportunities.
In 2026, every euro invested must be measured.
Data becomes the only way to quickly decide:
Where to activate?
Which establishments to prioritize?
Where is the brand under-distributed?
4. Because POS systems are becoming a new media channel
Solutions like Venue Activation now make it possible to push offers, challenges, or recommendations directly into the restaurateur’s POS — without a field visit.
It’s a quiet revolution:
geo-targeted activation,
real-time impact measurement,
direct brand → venue communication.
Brands can finally move away from paper flyers and embrace a digital, measurable, and personalized approach. A tool that strengthens customer relationships and helps restaurateurs sell more easily.
.
How Horeca data transforms the daily life of restaurateurs
Imagine a Parisian restaurateur whose terrace is booming all summer.
He sells many cocktails, but he doesn’t know which ones are the most profitable or how his prices compare to the market.
By analyzing his data through Fyre:
He discovers that his best-selling cocktail has too low of a margin ratio.
He raises its price by €0.50 without affecting demand.
He identifies two “dead-weight” items taking up space on the menu.
He compares his prices to the national benchmark.
Within just a few weeks, he gains +10% to +12% profitability.
All of this without spreadsheets, headaches, or complex analysis. Just by reading his own data — made intelligible.
How Horeca data transforms the work of manufacturers
For brands, Horeca data is becoming a strategic weapon:
Understanding where growth opportunities lie (regions, segments, consumption types).
Targeting the right establishments at the right moment.
Finally measuring the real impact of an activation.
Building a shared language with field teams.
Old datasets were slow, unreliable, and limited to monthly reporting
In 2026, manufacturers expect:
daily insights,
granular detail,
customizable views,
and the ability to take immediate action.
This is exactly the giant leap brought by new platforms like Fyre, with outlet-level visibility, a large-scale representative panel, and direct access to POS systems.
Conclusion: what you should remember
Horeca data is becoming the backbone of the foodservice industry.
Restaurateurs gain a simple way to improve their profitability.
Manufacturers gain a clear and finally accurate understanding of the market.
And the entire sector is entering an era where decisions are faster, more precise, and more measurable.
In 2026, those who know how to read data will gain the advantage.
Those who know how to use it… will keep it.
