Download presentation
Presentation is loading. Please wait.
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
Similar presentations
© 2025 SlidePlayer.com Inc.
All rights reserved.