GROW — HORECA
HORECA sales for hotels, restaurants and cafés
HORECA covers hotels, restaurants, cafés and bars — the on-trade. FOTS sells your product into those venues, gets it onto the menu or back bar, trains the staff who recommend it and returns to keep the account ordering.
The problem we solve.
On-trade accounts are won by relationships and tasting, not by emails. Without people visiting venues, brands rely on a distributor's list and never build genuine presence.
How horeca works with FOTS.
- 01
Target the right venues
Venue types and locations chosen for your product, price point and consumer.
- 02
Win the listing
In-person visits, tastings with the decision-maker and a menu or back bar position agreed.
- 03
Make it sell
Staff training, point of sale and return visits so the team recommends and reorders.
What you get
- Venue target list by type and area
- Tastings and sell-in visits
- Menu and back bar listings
- Staff training and advocacy
- Account reporting and reorder tracking
Where we deliver it
- Restaurants
- Cafés and coffee shops
- Bars and pubs
- Hotels
- Leisure and stadia
How we measure it.
Every campaign reports against the numbers a commercial team actually uses.
- Venues visited
- Listings won
- Menu placements
- Staff trained
- Cases sold
Proof.
Vita Coco — Driving distribution and retailer acquisition.
- 6,000+
- stores visited
- 3,918
- decision-makers engaged
- 736
- new accounts
- 3,687
- cases sold
What does HORECA mean?
Hotels, restaurants and cafés — the on-trade channel where products are consumed on the premises rather than taken home.
How are on-trade listings won?
By tasting the product with the person who decides, showing the margin and making it easy to order through their existing supplier.
Works well with
If your objective is
Frequently asked questions.
- Do we need an on-trade distributor?
- Usually yes for logistics, but the listings are still won venue by venue. We do that work and align it with your distributor.
- Can you cover groups as well as independents?
- Yes. Independents are won venue by venue; groups need a head-office conversation supported by venue-level proof.
- Is staff training included?
- Yes, and it matters — recommendations from staff drive most on-trade repeat sales.
Talk to us about horeca.
Tell us your objective and we'll tell you what we'd do first.