HoReCa from iceman
HoReCa (Rus. HoReCa), " GRB "(hotel and restaurant business), " Cabaret "(cafes, bars, restaurants). — a concept used in the lexicon of marketers and sales professionals, operators and market participants (restaurateurs, hoteliers, chefs, suppliers and manufacturers of equipment, food and services for hotels/hotels, restaurants, bars and cafes), denoting the area of the hospitality industry (catering and hotel services) and a special channel for the sale of goods with direct consumption of products at the point of sale on-trade), different from the sale of "takeaway" (English. off-trade).
The name "HoReCa" (acronym) comes from the first two letters in the words Hotel, Restaurant, Cafe / Catering (hotel — restaurant — cafe/catering[not in the source]). it is Widely believed that the last two letters of the term HoReCa (Ca) correspond to "cafe". Since the features of bars and cafes as sales channels or subspecies of the hospitality industry are covered by the term "restaurant", it is more rational to refer Ca to the first letters" catering". The differences between a cafe and a restaurant are much smaller than between catering and a restaurant. Recently, there has been a tendency to significantly differ approaches to the hotel and restaurant business, which leads to the death of the generalized term HoReCa. and dividing it into the corresponding Ho and Re segments.
HoReCa as a service sector segment
HoReCa represents the services of hotels, hotels and guest houses, as well as apartment rentals and, in General, stands for hospitality and catering services.
As a trading channel, HoReCa is an Association of catering companies, service providers, suppliers of B2B products, products intended for resale at HoReCa sales points, as well as manufacturers of these products, representatives of information and marketing services.
It should be clarified that the HoReCa segment has been developing rapidly recently. This development includes an increase in the number of clubs and hotels, restaurants, and bars. In view of this trend, the business that accompanies the HoReCa sector is developing, respectively. There are companies that specialize in the supply of special equipment, decorative products, textiles, lighting, uniforms for staff and other exclusive products for restaurants, hotels, bars and catering companies.
HoReCa points of sale
The HoReCa point of sale definition covers all points of catering services, and they are United by the process of direct consumption of products at the point of sale. Consumption in the HoReCa segment occurs in restaurants, bars, hotels, cafes, eateries, clubs, canteens, bistros, coffee shops and other businesses that can be attributed to public catering and hotel management.
HoReCa products are products for sale at HoReCa points, as well as products and equipment for supporting the activities of this segment. This type of product includes ready-to-eat food products, such as:
Alcohol, cigarettes, snack food (eng. snack-snack) a group of products and other products for resale in HoReCa points.
Semi-finished products for subsequent preparation, including frozen and freeze-dried products and other products intended for subsequent preparation at HoReCa points of sale.
B2B - products to support HoReCa activities, including consumables.
Exclusive premium products for restaurants and bars.
Specialized HoReCa equipment, various accessories for the hotel and restaurant business.
The so-called no-food group products are consumables for the customer service.
HoReCa POS materials (Point of Sales materials) are advertising and marketing materials that promote a particular brand or product at HoReCa points of sale. This type of marketing device includes: napkin stands, table tents, menu holders, and so on.
You must separate the marketing of the HoReCa point of sale and the marketing of the HoReCa products sold through the points.
Marketing of products sold through HoReCa-marketing promotion of products at the point of sale. At the same time, the HoReCa segment is not intended for selling products in large volumes, which are used by suppliers and retailers. As a rule, HoReCA is a specific channel for consumer brands to create a reputation (image) and expand their presence in the market/occupy a niche. Selling a product through HoReCa allows you to increase the brand value of the product (increase the additional cost of the trademark) due to the entourage of the point of sale (institution), the art of the staff and the experience of the chefs. Thus, this channel allows you to actively stimulate sales of certain brands in retail. At the same time, unlike retail, HoReCa points of sale do not need to provide a large number of competitive brands. In General, exclusive contracts are used in this area.
The following marketing strategies are used to promote products in HoReCa:
Branding point of Sale.
Loyalty programs among regular customers.
Incentive programs to increase the average check, the number of checks from one consumer.
Cross-marketing programs (in case of placement in shopping centers and other points with their own clientele).
Queuing programs inside and outside of HoReCa points, including:
seasonal service programs
a program of field sales
For successful marketing of HoReCa, it is necessary to quickly interact with points of sale, suppliers and information partners, which together will ensure maximum satisfaction of HoReCa visitors. The following elements are necessary for effective HoReCa marketing:
Quality and its preservation.
Consistency of everything that was considered "successful"by the clientele.
Compliance with the technological process, production and packaging.
Tolerance and decency towards the consumer (client).
Successful branding of the point itself and the products offered in it.
Effective marketing (information coverage of the audience) outside the HoReCa point.