The HoReCa segment of the market of services
The term HoReCa often used by participants and market operators of the hospitality and catering - caterers, suppliers, manufacturers, hoteliers. Closest in meaning to the term is an abbreviation Cabaret (cafe-bars-restaurants).
The largest market segments are in the hospitality market. As the hospitality segment is largely dependent on the development of the country's tourist services. This market is extremely heterogeneous and may be subdivided, for example, a five star, three star and other category hotels. The basis of division - class service.
In the restaurant market of Russia it is possible to allocate the premium-class restaurants, fast food restaurants, bars, coffee shops and cafes. As a criterion for the classification of stands offered range. The state of the market depends on the welfare of citizens, as well as the mentality of the inhabitants of the country and the familiarity to them of eating out.
As the HoReCa distribution channel
Another aspect of the use of the term HoReCa connected with sales. In this context, it refers to a particular distribution channel. He often called on-trade. From retail channel sales (off-trade), it differs in that the purchased product is consumed directly at the point of sale.
Originally HoReCa called a special sales force alcohol companies focused on sales directly to hotels, restaurants. As a rule, they were focused on selling exclusive and expensive drinks. Today targeted marketing HoReCa covers not only alcohol and cigarettes, but also exclusive premium products for restaurants, specialized equipment for public catering enterprises, as well as various devices for the hotel and restaurant business. Lately trading category HoReCa channels gaining share. This is due to the active development of the restaurant and hotel business in Russia.
Special attention of manufacturers to the HoReCa sales channel due to the fact that it is an unprecedented venue for the formation of consumer loyalty to brands.
The HoReCa term often used in relation to special promotions. Their peculiarity is that they are held directly in the places of recreation (e.g., cafes, clubs). Usually to work the promoters are selected sociable people good looks that easily find your contact with other people.
The advantages of stock HoReCa related to the fact that customers in cafes and restaurants are more relaxed and willing to communicate, and also provides companies with low cost to reach the target, more affluent audience. A similar effect, as from promotions, HoReCa difficult to achieve through traditional advertising tools (outdoor advertising or media).
Called HoReCa in the industry refers to the set of POS-materials. This, for example, coasters napkins, ashtrays, etc.