The 10 HORECA KPIs that really make a difference in on-trade
- Claire Brunaud
- Jan 26
- 2 min read
In on-trade, making fast decisions has become essential. Trends are shifting, prices are moving, activations are multiplying… yet many brands are still steering their business with figures that are too high-level or arrive too late.
The real issue isn’t having more data.
It’s about tracking the right indicators, at the right level, to make better field decisions.
That’s exactly the goal of our ebook Top 10 HORECA KPIs to track to drive a data-driven on-trade strategy.
Why traditional HORECA KPIs are no longer enough
Volumes, revenue, national averages… These indicators provide a partial view of the market, but one that is rarely actionable.
Today, the most successful brands are trying to understand:
where value is really being created,
which products are driving outlet profitability,
and in which contexts their activations work (or don’t).
Without this granular perspective, it becomes difficult to optimize pricing, portfolio strategy, and investments.
10 KPIs designed for on-the-ground reality
In this ebook, we have selected 10 key KPIs used by the most advanced foodservice players to manage on-trade based on real point-of-sale data.
Among them:
Average ticket, interpreted as an indicator of perceived value and product mix, not just a simple number.
Product mix, to identify what drives volume, margin… or clutters the menu.
Margin per product, the KPI that directly links menu decisions to real profitability.
Incidence and share of spend, to understand consumer usage and trade-offs.
Activation impact, measured through actual sales, not just visibility.
Each KPI is explained through:
a field perspective (outlet-side),
a strategic perspective (brand-side),
and concrete examples of the associated business decisions.
From data to real decision-making
The goal of this ebook is not to multiply indicators.
It is to help you:
move beyond national averages,
understand what is really happening at outlet level,
and steer your on-trade strategy with actionable signals.
If you are still managing your business with D+30 figures, if you invest in activations without precisely measuring their impact, or if you lack field-level visibility, then this guide is for you.
At Fyre, we are convinced that data only has value when it enables better business decisions—faster and more locally.
