A short presentation of HoReCa Market

1. HoReCa Market
Study

2. 2

3. Agenda
3
! What is HoReCa ?
! Consumer Behaviour
! HoReCa Classification
! Key Touch Points
! Traffic Assessment

4. What is HoReCa ?
4
HoReCa is a place of social interaction where
is possible to sell, consume or promote tea
and coffee products.
HoReCa Channel characteristic:
" a longer time is spent on the premises;
" a high concentration of age consumers under 30;
" greater tendency to switch brands;
" favorable to new experiences;

5. What is HoReCa?
5
HoReCa is not an Optional “ Nice to Have”.
It is the Heart of the Marketing Strategy as a
Strategic Channel itself and as a mean to do
well in the Key Channel

6. What is HoReCa ?
6
Outlets Types
COFFEE/TEA
COFFEE
SHOP
RESTAURANT
HoReCa = A Place Where People
Spend Money on Drinks, Food,
Accommodation &/or
Entertainment with the Intention
of Consuming on the Premises
CLUB/DISCO BAR/PUB
Casino
Social Club
Restaurant
Sports
Stadium
Golf Club
Beach
Tennis Club
Health Club
Bowling Alley
Bingo Hall
Hotel
Motor Racing
Circuit
Bar
Theatre
Concert
Cinema
Mountain
Bike Track
Water Sports
Park
Music
Festival
Swimming
Pool
Tea/Coffee
Shop
Cruise Liners
Ferries
Pub
Internet Café
Extreme Park
Betting Shop
Snooker Hall

7. What is HoReCa ?
7
What HoReca Means ?
By focusing in HoReCa We Can:
Build Awareness
With Target
Consumers
Promote Trial,
Conversion and
Loyalty
Build Brand
Image in Line
With Brand
Objectives
Introduce and
Grow Brands

8. Consumers Behaviour
8
Consumers give many reasons for visiting HoReCa
which are very distinct from the rational purchase
behaviours found in traditional retail outlets.
They can be summarised by three core consumer drivers of:
" Socialization = seeking or enjoying the companionship
of others
" Fulfilling a lifestyle = a way of life or style of living that
reflects certain attitudes and values( habits, attitudes, moral
standards, economic level e.g.)
" Enjoying a experience = participation in an activity or
with people that leads to a physical or emotional reaction

9. Consumers Behaviour
9
Reason for Visiting HoReCa
KA/Retail
To Buy
Consumers have a
Predefined Idea of
Purchase, either Items or
Brands
Sometimes Additional
Items will be Purchased
due to Impulse Reaction
The Process of Visiting
into KA/Retail is Usually
Conducted As An
Individual
HoReCa
To Enjoy The Experience
They Wanna Dance, To
Get Drunk, To be in the
Crowd, To Pick Up
Somebody
The Purchase of Specific
Items is on 2nd Plan.
People Don’t Like
Interrupting Their
Experience
The Process of Visiting
into HoReCa is Usually
Conducted With Others

10. Consumers Behaviour
10
KA/Retail
Brands Are Important
Consumers Expect To
be Provided With A
Range of Products
Consumers Will Leave
The Outlet of
Purchasing if Specific
Brands Are Not
Available
HoReCa
Brands Are Not
Important
People Do Not Go To for
Brand Specific Reasons
Consumers Expect A
Limited Choice Of
Brands And Are
Prepared To Try
Something Different
Brand Choice

11. Consumers Behaviour
11
Key Findings
" Consumers Are in Outlet To Enjoy The Experience
" Consumers Do Not Want To Receive Commercial
Interruptions
" Availability Of Specific Brands Is Not Important
" Consumers Are Prepared To Try New Things in
HoReCa

12. HoReCa Classification
12
We distinguish 4 types of establishments in HoReCa,
classification based on Reasons for Visiting and Consumer
Behaviour:
" Coffee/Tea Coffee Shop
" Restaurant
" Bar/Pub
" Club/Disco

13. HoReCa Classification
" People are Going for Meeting Friends, To Drink A Coffee,
To Relax, To Chat With Friends, To Warm Up
" Openness For Trial
" Bar Environment Enables Consumer Contact( relatively
Silent, Enlightened, low Music Level)
" Medium Percentage of Loyal Consumers
" 100 % Age Consumer Under 30, High Traffic All Day
Long
" If is Asked, Bar Staff Recommends Outlet Drive Brand
13
Coffee/Tea Coffee Shop

14. HoReCa Classification
" The Consumers Are Going for Food And Calm Atmosphere, for
Business Discussions, Meeting Friends, To Relax and because
The Services Are Good
" Consumers often Buy products based on Coffee
" Table Service Only (except Self Service Canteens/ Fast Food)
" Generally, (Super) Premium Age Consumers Over 35
" 7 Days Peak Time
" Several Generations of Consumers per Day
" High Percentage Of Loyal Consumers
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Restaurant

15. HoReCa Classification
15
Bar/Pub
" People are Going for Meeting Friends, To Drink, To Eat,
To Relax, To Have Fun, To Cherry-Merry, To Chat With
Friends, To Warm Up
" Openness For Trial
" Bar Environment Enables Consumer Contact
" Medium Percentage of Loyal Consumers
" 100 % Age Consumer Under 30, High Traffic All Day
Long
" If is Asked, Bar Staff Recommends Outlet Drive Brand

16. HoReCa Classification
" People are Going For Dancing, Drinking, Being In the Crowd,
Socialising, Listening Music . Entertainment. Experience The
Atmosphere
" High Percentage of Loyal Consumers. High Capacity, High
Turnover per Night.
" Premium Trendy Clubs have Only Weekend Peak Time
" The Others (Age Consumers under 35, Medium) have 7
Days Peak Time
" Limited Range Of Brands-Exclusive Sales Agreement
" Main Part Of Consumers Are Standing and Dancing
" Difficult Communication Environment – Dark, Noise, Crowd
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Club/ Disco

17. Key Touch Points
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Coffee/Tea Coffee Shop
# Menus
# Table
# Staff
# Bar Area
Bar/Pub
# Menus
# Table
# Bar Staff
# Back Of the Bar
Restaurant
# Menus
# Table
# Staff
# Bar Area
Club/ Disco
# Bar Staff
# DJ Area
# Entrance
# Toilette Area

18. Traffic Assessment
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Each location can be classified according to the
number of people walking during one day, week or
year
Traffic = total number of people that are passing
through a location during a day, a week or an year
Traffic/Year = Capacity of Location X Occupancy Rate X
no. of Generations X Number of Active Weeks

19. Traffic Assessment
Capacity of Location =total number of seats from the tables
and from the bar area
Occupancy Rate =percentage share of total number of seats
occupied
No. of Generations =number of people who pass on
several occasions during a day at the peak time
No. of Active Weeks =number of weeks of the year in which
the location is open
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Thank you