1. HORECa 2017

2. Horeca

3. Market Overview-Europe

4. Market Overview-Europe
Based in 17 countries, the leaders achieved growth of 6.3% (in constant currency), a better development than in the years before (’14: +5.0%; ’13: +3.4%)
More Info: Jahrbuch 2015/16 Außer-Haus-Markt

5. Background - Focus on big enough horeca chains!
Restaurants: e.g. BurgerKing, Pizza Hut, local chains (e.g Sphinx (Pol), Alex (D))
Hotels: e.g. NH, Ibis, Choice, Best Western, Scandic
For most customers in hotels and in fast food, convenience and good enough quality are the primary drivers
Looking for efficient service, timely delivery, one-stop shop with an “acceptable/price performance ratio”
Strong and reliable distributor/wholesaler network is the key

6. Sales Workshop

7. The Process for horeca – internal to do list
Decide with your Sales team which HoReCa channels you want to approach.
Define HoReCa, what does it stand for?
Who are the relevant end-customers?
Who are the relevant distributors?
Where we want to go? How we can do it?
Come up with a set of KEY TASKS that will define how do we approach the HoReCa segment – With which end-customers, customers and other channel partners we focus on, but most importantly what do we do in practice?
This is an ambitious goal. It will not be easy for Us.

8. HOREca – Segment What stands for HoReCa and where do we find it?
Hotels
Hostels
B&B
chains
owner managed
Hotels
Where else to find HoReCa ?
Museums
Event parks
Tourism industry
Airports
Train stations
Shopping malls
Hospitals
Wellness & Spa
Restaurant, Fastfood, Café, luch canteens
Foodtrucks
etc.
chains
HoReCa
Restaurant
owner managed
Catering
Health care (e.g. Hospitals)
Schools
Airline meals
Eventcatering

9. reminder for facilitator
THE FRAMEWORK PROCESS
reminder for facilitator
Starting up
Ice-breaker
Building understanding
Alone-Groups-Together
Building solutions
Negative brainstorming
Building an action plan
Road map: Utilise Case Sweden, Case Finland. Focus on Sales-Customer-End-customer
Evaluation
Put it on PowerPoint

10. Negative brainstorming
reminder for facilitator
Come up with ideas about how you could fail in the given issue.
Choose the most relevant negative things that might actually occur.
Come up with solutions. In order to avoid this, what do we need to do!
Example: Developing HoReCa sales
Let us think about why a certain client would NOT want to buy Katrin. Create a list of negative things that might hinder a potential client from buying our product.
Out of our list, choose the most dangerous or most likely items.
Let’s think what we can do about these things. What can we do in order to make sure that the client DOES buy our product.

11. Alone – groups - together
reminder for facilitator
Alone - Groups - Together is a key tool of making participation happen. 1.ALONE 2.GROUPS 3.TOGETHER
Have participants write down their own individuals answers to the given question
Let participants share and develop their thoughts in small groups
Let each group share their ideas with the other groups.

12. Restaurants sweden -HOW TO REACH THEM
Example Sweden
FM/Cleaning comp.
DISKFÖRETAG (Wash comp.)
Diskteknik
Aksab
Rekal
Hygienteknik
Non food supplier
Pac production
Tingstad
Snacksbolaget
10%
RESTAURANTS
60%
10%
Kontorsgrossist (office suppl)
PacsOn
Matgrossist (food suppl.)
Martin & Servera
Menigo
Svensk Cater
10%
10%
Source: Peder Widlung

13. Example Finland Horeca Finland
Kespro Meira Nova Wihuri Heinon tukku Patu Helsinki foodstock Own logistic Other
KOTIPIZZA
ROBERT'S COFFEE
ROLLS/JOKES
SUBWAY
BEST WESTERN FINLAND
EUREST FINLAND OY
FINLANDIA HOTELS
HEMINGWAY'S
HENGITYSLIITTO HELI RY / AMMATTIOPISTO LUOVI
Holiday Inn
HUVIRETKI
Härmän Kuntoutus Oy
INVALIDILIITTO
ISS PALVELUT OY
KAJAANIN MAMSELLI
KUOPION ATERIA
Kylpylähotelli Rantasipi Tropiclandia
LAHDEN ATERIA
LAPLAND HOTELS
MARTINA
MRPICKWICK
NESTE
PIKOIL OY
PIZZA HUT
Rantasipi hotels
RAX RAVINTOLAT OY
RESTEL OY
SCANDIC HOTELS OY
SHELL
SÄRKÄNNIEMI OY
WANHA MESTARI
WAYNE'S COFFEE
Kämp Group Hotel Glo Kämp Group Hotel Klaus K Kämp Group Hotel Kämp OY UNICAFE AB PALACE KÄMP SCAN BURGER TEBOIL
Caribia Kylpylä- ja kongressihotelli
Holiday Club Finland Oy
ROYAL RAVINTOLAT OY
UNICA OY
HESBURGER/CARROLS
MC DONALD'S
ABC-BURGER
ABC-HUOLTAMO
AMARILLO
AVECRA OY
CHICO'S
FAZER AMICA OY
Finavia
FRANSMANNI
HOK-Elanto Liiketoiminta Oy
ROSSO/ROSSO EXPRESS
SODEXO OY
SOKOTEL OY / SOKOS HOTELS / HOLIDAY CLUB HOTELS
Source: Toni Rikkonen

14. Road map
A road map is a practical tool for summarizing what has been agreed on in a workshop. A road map should always contain three elements: WHAT, WHO, and WHEN. In order to make sure that things actually start happening after a workshop, the what should be something that is concrete and doable for the group of people who are present. Concrete little steps might be more valuable than huge steps that are not actually tangible. The who should be someone selected from the group of people who are present. And the when should be realistic. NOW
Now
In Q2
In 2018

15. Road map – Create a Market plan with sales
Map out the HoReCa landscape in your region (workshop)
Focus big enough customers
Find out who is (who are) the main supplier and what tissue brands they are using
Decide how to approach distributor
check their potential, e.g. hotel chain (number of hotels, rooms)
direct approach vs. via end-customer
Show ONE easy solution. (utilize 9 grid logic)
Use the inclusive story, washroom study, sutainability
Understand the DDA´s and play with pricing

16. Horeca – Sales Presentation

17. HORECA People connect the cleanness of the washroom to the cleanness of your kitchen.

18. HORECA 73 % Toilet is a very important part of a restaurant experience
HORECA 73 % Toilet is a very important part of a restaurant experience. The vast majority of people say that it affects overall impression of the restaurant.

19. A clean and well equipped washroom is effects your business
Nice equipped washrooms with soft paper and dispensers with smart features, along with scented soap create a feeling of wellbeing for your customer. Your guests enjoy their stay. They feel valuable and are more like recommend you to others. Did you know that the cleanness of your washroom has an effect of what customers think about the cleanness of your kitchen….
97 % of your customers won’t return, when your washroom is dirty.
Source: Metsä Tissue The toilet report The study about public toilets in Europe (Finland, Sweden, Denmark, Norway, Germany, Poland, & UK), Millward Brown.

20. Katrin dispensers and paper are designed to create the best possible environment for your guests. As at home, simply.

21. Use the Facts about the Importants of the washroom - Argumentation
Toilets are very important part of the experience – they affect the overall impression of location
Localize!!
Hygiene issues are the most annoying things public toilets
Paper towels are most preferred drying solution
Good paper quality affect the restaurant experience
Availability paper is among three most important things in a public toilets
Use the Facts about the Importants of the washroom - Argumentation
Source: Metsä Tissue The toilet report The study about public toilets in Europe (Finland, Sweden, Denmark, Norway, Germany, Poland, & UK), Millward Brown.

22. Customer who have visited washroom spend more time shopping
The Perceived importance of customer washroom
Think that a pleasant ‘Public Washroom increases the attractiveness of the entire store. 67% agrees
Retailers should invest more in the provision of Public Washrooms % agrees
I rather go shopping to a store that has Public Washroom % agrees
Public Washroom is extremely important, even essential, to me % agrees
If there is no Public Washroom, my image of the entire store worsens % agrees
Based on the research 2/3 of the customers in the shopping centre visited in a Public Washroom (44% once, 22% two times or more).
The ones that did not visit the toilet spent time “in store”(by average) 78 minutes
The ones that visit the toilet once spent time “in store”(by average) minutes
The ones that visit the toilet two or more times spent time “in store”(by average) 105 minutes
Source: When nature calls: The role of customer toilets in retail stores, Samuel Piha⁎, Juulia Räikkönen. Department of Marketing and International Business, Turku School of Economics, University of Turku, Finlnad. Reserach conducted in 2015, N=687

23. Fast food restaurant – PUBLIC AREA
WHITE
90045
System Towel M2
460102
WHITE
91912
WHITE
90229
Foam Soap 100ml
954274
WHITE
92001
Air Freshener
954618
TRANSPARENT
Resta white
104582
91318
WHITE
104582
System Toilet 800
156005
WHITE
91875
Hygiene bag
961628
WHITE
91851
Bin liner
95187
WHITE
343122

24. medium class hotel/FAST FOOD RESTAuRANT – staff premises
BLACK
92063
Non Stop M2
344471
ZZ2
616941
BLACK
92285
BLACK
92209
Foam Soap 100ml
954274
BLACK
104513
Air Freshener
954618
BLACK
104605
System Toilet 800
156005
BLACK
92247
Hygiene bag
961628
BLACK
92223
Bin liner
95187

25. Medium Class hotel – Public area
BLACK
92063
Non Stop M2
344471
ZZ2
616941
BLACK
92285
BLACK
92209
Foam Soap 100ml
954274
BLACK
104513
Air Freshener
954618
TRANSPARENT
Resta white
104582
91318
WHITE
343122
BLACK
104605
System Toilet 800
156005
BLACK
92247
Hygiene bag
961628
BLACK
92223
Bin liner
95187
Green Spa pefletti
454759

26. medium class hotel – Hotel room
Katrin Plus Toilet 150
104711
BLACK
92186
Head&Body 500ml
88172
BLACK
92247
Hygiene bag
961628
BLACK
104476
Facial Tissue
577119
BLACK
92223
Bin liner
95187

27. Professional kitchen WHITE 90120 BLUE 464414 Easy Pick 343122 WHITE
90229
Foam Soap 100ml
954274
Poly Box
574211

28. 22564 Katrin Resta Table Top dispenser 1 pc
22564 Katrin Resta Table Top dispenser 1 pc./box, H 168, W 193, D 120 mm

29. Katrin Resta
Katrin Resta dispenser napkins have been taken to a whole new level. Thanks to the new Windmill embossing, the napkins now have an even softer feel and significantly improved absorbency. One napkin is enough.
The Katrin Resta Table Top dispenser is a new and stylish napkin dispenser. It is quick to fill, takes very little space and is easy to maintain and keep clean. The high-quality, convenient dispenser tells the customers and guests that they are looked after and cared for

30. Katrin Resta
You get one napkin at a time from the Katrin Resta dispenser, which promotes good hygiene because you only touch the one napkin. Dispensing also reduces consumption and the need to fill the dispenser. The dispenser protects the napkins against moisture and dust.
The dispenser capacity is large, up to 150 pieces of 2-ply napkins. You can place, for example, a menu or special offer on the side of the dispenser.

31. Katrin Resta Perfect product for Snack bars Canteens
Smaller restaurants
Fast food
Cafeterias
Petrol stations
Small office kitchens

32. Pictures & Ads

33. Cover/Main images Just drawings – from the photographer briefing
Just drawings from the briefing for the photographer!!!

34. Content images

35. Adds
placeholder

36. Adds

37. APPENDICES

38. The Process for horeca – internal to do list
Katrin
Distributor
Cleaning company
End customer (HoReCa)
End user
List all the relevant chains per country
Study the business well enough and understand the ditribution channels
Train yourselves to understand the daily work of the end-customers
Get references, credentuals
List the potential end customer chaings
Ensure that you have the right distribution partner with access to HoReCa end-customers
Offer only fit-to-purpose solutions. Utilise 9Grid
Taylor-made solutions to match the whole chain
Train Wholesare sales team and agree on different activities to the targeted segment
What is the decission making role of FM companies?
Taylor-made solutions to match the whole chain.
Argument about work efficiency. Use calculators
Focus on big enough chains only.
Offer only fit-to-purpose solutions. Utilise 9Grid
Taylor-made solutions to match the whole chain.
Credible recommendations /references
Argument about work efficiency. Use calculators
Ensure/convince the secure deliveries to all the end-customer locations.
Utilise Inclusive story
Conduct end-user behaviour based research
End-user satisfaction is essential to end-customers
No active communications of any kind towards end-users
Use Washrooreport for argumentaion

39. Largest hotel operators in sweden.
Group
Brand
Amount of hotels
Amount of rooms
Tissue brand
Main distributor
Scandic Hotels
Scandic 83
16574
TORK
Pac Production
Nordic Choice hotels
Multi-Brand 55
11230
Best Western Internationa
Best Western 71
5814 ?
Elite Hotels of Sweden
Elite Hotel 31
3968
Katrin / TORK
Tingstad / Pac Production
Den flyvende Elefant
First Hotel 33
3913
Ligula Hospitaly Group 29
3359
Office Depot
Carlson Reszidor Hotel Group
Radison Blu 7
2202
Winn Hotel Group 12
1703
Pite Havsbad Group 8
1226
Appr. 80% of all hotel booking is via these (Scandic + Choice)
Focus
Scandic – tender until oct 2018
Nordic choice – 2018

40. Hotel & Fast food
The purchase process differs for chain and independent customers. Chains are more structured and have standardized purchasing processes (often with official tenders) whereas individual customers have greater individual decision freedom.
Majority purchase through wholesalers/distributors, less commonly from manufacturers (more likely to be specialist smaller manufacturers, for example for soaps/lotions). Customer might also use Cash&Carries occasionally for seasonal items or in emergency when stocks have run out.
Many are unsure if their supplier is a manufacturer or wholesaler/distributor.
Suppliers are chosen for their ability to deliver reliably, quickly and remotely; having everything needed in stock (also a wide range of products), and availability for problem solving and emergencies.
Source: Wellbeing Category Hotel and Spa Research, RS Consulting 2009

41. How to Make Offering Appealing
A number of measures that can make Katrin more appealing in the eyes of hotel purchasers:
Brand
Raise awareness of Katrin by gaining trust and perception as a professional brand operating in the hotel and fast food industries – samples, marketing communications, adverts in industry magazines and trade fair presence might be useful, thus expensive. More importantly word of Mouth – use existing customer references for marketing actions. Nobody thinks of hygiene product in their daily work
Suppliers
Work only with trusted distributors and wholesalers that have a proven logistics track record and access to HoReCa segment
Do not operate directly with end customers unless you have the distribution in place. Share of tissue products is usually around 1% of the end customer total purchases.
Product
Offer a wide/well concepted range of products (many see it as an advantage to purchase under one brand from one source)
Match product solutions to suit different hotel and fast food categories – Offer one solutions only. Utilise 9 Grid
End User
Communicate importance of hotel guest & Fast Food restaurant experience and satisfaction and how products fit in – i.e. product tested with end users. Utilise 9Grid and Research and understood insight

42. Who to Approach CHAINs – why Katrin?
Independent Hotel / Restaurant
Hotel/Restaurant Manager / Head of Housekeeping
Can be contacted directly
Has most individual decision freedom (only sign-off from top management required)
Can purchase outside existing framework contracts
Chain Administration
Central Purchasing Office
CPO more interested in evaluating potential new suppliers
Decision making power for whole chain
Access to a lot of branches at once as CPO can add into list for whole chain
Distributors/ Wholesalers
Many purchasers have strong existing relationships with suppliers that are unlikely to change
Brand choice power (can deliver new as long as quality is similar)
Credible recommendation source – may suggest new products to customers
Cooperate with the distributors. Be the best partner for growth for them
Offer one clear solution to manage all the locations of the end-customer. 9Grid.
Chain hotel/Restaurant
Hotel/Restaurant Manager/Head of Housekeeping
Can be first point of contact
Can direct or recommend to CPO
In some case, can purchase outside list recommended by CPO
To make contact, ensure distribution, send sample, follow up, schedule a meeting face to face.

43. HOREca – Segment Where they are purchasing from?
Specialist restaurant and catering wholesalers: these are primarily food product and beverage distributors and, in some countries, also include wholesalers that offer the full range of products required by a catering outlet or restaurant ("Full Line Providers")
Food product wholesalers: national wholesalers that distribute groceries and frozen products - the FOODSERVICE market accounts for the majority of their business. For fresh/refrigerated products, however, the majority of distributors use both the Foodservice market and local suppliers. Quite many companies have limited Kitchen Cleaning and hygiene offerings
Non-food product wholesalers: these wholesalers primarily distribute maintenance/hygiene products, as well as small items of hotel equipment
Cash & carry outlets: these essential outlets are found everywhere, offering a full range of food products, beverages, non-food products and equipment. Although the system is primarily based on customers visiting outlets, the current trend is to offer additional services, including "Drive" services (pre-order and pickup) and, more recently, "Delivery" services.
Source: Timo’s report for regions??

44. How to Approach the END-CUSTOMERS – why Katrin?
Samples & references
Purchasers need to notice Katrin:
Before anything else, ensure distribution network for the segment
Katrin needs to stand out, standard message would end up unnoticed
Demonstrate experience in industry
Always follow-up end customers with a sales visit
Offer relevant solutions
Purchasers need a reason for
switching:
To enhance guest experience and satisfaction: for example designed for purpose dispenser, sustainable products for green hotels
To save cost: For example soap foam saving cost compared to normal soap or dispenser with less wastage
Highlite and offer clear, fit-to-purpose solutions. Never single products, always solutions.
Offer (Cost) Advantage
Purchasers need an
incentive for switching:
Offer products that are more economical than products used but of same quality, or
Offer products at same price but of superior quality
Offer DDA’s
Master with pricing, promise savings
Offer minimum three year deal. With free dispensers