Wholesale Exec Summary: Delivered- Foodservice Source: him! Wholesale

Wholesale Exec Summary: Delivered- Foodservice Source: him! Wholesale

Wholesale Exec Summary: Delivered- Foodservice Source: him! Wholesale Programme 2015 him! Ltd 2015. All rights reserved. This Executive Summary will explore: Context: Route to Market Pre purchase Influencing purchases before order Point of purchase Influencing at point of order Next purchase how do we drive loyalty Source: him! Wholesale 2015 him! Ltd 2015. All rights reserved. him! Wholesale methodology is built around the customer journey for the foodservice operator Pre Purchase Point of Purchase Next Purchase Food service Tracker 1,168 food service customers of Booker, Bidvest Foodservice and Brakes were interviewed via telephone Mixture of food service tracker &

telephone research 500 food service operators interviewed via telephone twice a year Source: him! Wholesale 2015 him! Ltd 2015. All rights reserved. This Executive Summary will explore: Context: Route to Market Pre purchase Influencing purchases before order Point of purchase Influencing at point of order Next purchase how do we drive loyalty Source: him! Wholesale 2015 him! Ltd 2015. All rights reserved. M RT The overall potential customer base Distribute to: 330, 000 foodservice businesses 72,000 retail grocery stores Total Wholesale industry generates: 3.00% 30.3bn in turnover 44.00% Retail Foodservic 53.00%

e Other Source: FWD - The Whole Story: Wholesale distribution, the high street, consumers and the national economy 2014 him! Ltd 2015. All rights reserved. M RT Caterers still primarily using traditional delivered RTM Traditional Indies Cash & Carry Delivered Symbols Online Source: him! Foodservice Tracker 2015 him! Ltd 2015. All rights reserved. M RT Most food service operators are still not embracing online ordering Which RTMs have you used in the last two months: 0.2 Delivered - ordered on... Cash & Carry - shop the d...

36% Delivered - ordered by telep... Direct from manufacturer reps/van s... 73% 32% 0.47 0.6 19% 25% 0.08 8% 9% 68% Independents Symbols Total Cash & Carry - Click & col... Supermarket/discou... 7% 7% Food service operators 0.03 1% 1% Source: him! Foodservice Tracker 2015

him! Ltd 2015. All rights reserved. M RT Delivered wholesale captures majority of food service spend, as well as footfall. % of total goods sourced from RTM % of total goods sourced from RTM (foodservice operator type) 9.09% 5.05% 2.02% 23.23% Restau... 29 9 42 10 3 7 8.08% 12.12% 40.40% Cash & Carry Delivered - online Delivered - telephone Local regional suppliers Local markets

Van sales / direct from suppliers Other Pub /... 16 Ho 14 Caf/coffee s... Source: him! Foodservice Tracker 2015 14 30 21 31 10 12 47 5 41 18 10 2 6 11 3 9 him! Ltd 2015. All rights reserved.

Foodservice average 4.0 Pub/bar 2.9 Restaurant Caf / coffee shop 4.3 3.6 M RT Food service operators are using FOUR companies to supplier their goods/services Hotel 5.5 # of different companies used to supply goods & services How many different companies do you use to supply goods and services to your business? Source: him! Foodservice Tracker 2015 him! Ltd 2015. All rights reserved. This Executive Summary will explore: Context: Route to Market Pre purchase Influencing purchases before order

Point of purchase Influencing at point of order Next purchase how do we drive loyalty Source: him! Wholesale 2015 him! Ltd 2015. All rights reserved. Pre Shop: How to influence purchases before caterers place their order! Source: him! Wholesale 2015 him! Ltd 2015. All rights reserved. Sh ePr If you want your product bought get on their list! op 76% Pub/bar (lower than retailers) of caterers create a shopping list 67% Restaurant 76% Caf

Hotel 83% 78% Most caterers are PLANNERS. The most effective way of influencing purchase is prepoint of purchase! Making it onto their order is harder once the list is written! Source: him! Wholesale 2015 Foodservice Tracker him! Ltd 2015. All rights reserved. Sh ePr How do they create their lists? op HOW are lists created? WHAT goes on the list? 70% 85% check their stock room & write what is low on stock write exact product & quantity (e.g. 50 x Dairy Milk 49g) 10%

10% Use EPOS write exact brand & quantity (e.g. 50 x Cadbury) Source: him! Wholesale 2015 Foodservice Tracker him! Ltd 2015. All rights reserved. op #1 most Sh ePr Influencing SHOPPER DEMAND is the effective way of getting on a shopping list What influences what you put on your shopping list? #2 56% 20% 9% Shopper demand Public awareness is VITAL

#3 In-depot activity Sales reps Source: him! Wholesale 2015 Foodservice Tracker him! Ltd 2015. All rights reserved. Sh ePr How can we make list creation easier? op Source: Convenience Store Source: him! Wholesale 2015 him! Ltd 2015. All rights reserved. Sh ePr HOW do they like to receive the information? op Preferred comms mechanic is Email. Most caterers are still slow to respond to new, emerging forms of comms e.g texts / apps Email 45% Phone 27% Direct mail

24% Face to face 20% Text / App 2% Source: him! Wholesale 2015 him! Ltd 2015. All rights reserved. Sh ePr Wholesalers with apps report strong growth op The result has been positive weve already seen a significant increase in basket spend JJ Foodservice Source: him! Wholesale 2015 him! Ltd 2015. All rights reserved. Sh ePr And c.1/3 caterers are visiting wholesaler websites op 35% of delivered wholesale caterers order online vs telephone

53% say NOTHING would encourage them to visit a wholesalers website! 24% is attracting the most customers to its website prices & promo info is what theyre primarily looking for on websites 6% are looking for menu ideas & also food/drink trends Source: him! Wholesale 2015 him! Ltd 2015. All rights reserved. Sh ePr Best sellers info is the advice most in demand op What information are caterers looking for? 49% Best sellers information 25% Financial advice

14% Merchandising solutions and recommendations 9% How to grow sales in key categories 7% Consumer and shopper trends How to attract more customers 6% New product information 6% Top brands information 6% How to save costs 4% Support with promotional activity 4% Menu/recipe ideas 2% Source: him! Wholesale 2015 him! Ltd 2015. All rights reserved.

May be tempted to deviate from list if something tempt... op Know EXACTLY what I want & stick to my ... Sh ePr Despite having a shopping list, there is a HUGE opportunity to influence caterers at point of purchase 69% 20% 30% open to influence at point of purchase Open to influence when orde... 10% Source: him! Wholesale 2015 Delivered Foodservice him! Ltd 2015. All rights reserved. This Executive Summary will explore: Context: Route to Market Pre purchase Influencing purchases before order Point of purchase Influencing at point of order Next purchase how do we drive loyalty Source: him! 2015 him! Ltd 2015. All rights reserved. Who is the delivered caterer shopper and what mission are they on?

him! Ltd 2015. All rights reserved. At Delivered wholesale attracts a very different foodservice customer vs cash & carries op Sh What type of caterers are shopping in depot vs delivered? 16% Pub /... 15% Caf / Coffee ... Institu... 1% 11% 2% Other Cat... Club Or Soc... Take... 14% 7% DELIVERED Foodservice customers 6% 7%

Hotel / B&b / Guest House / Ho... Workplace Cat... 18% 15% Restau... Leisure V... 23% 4% 5% Depot Foodservice customer 19% 4% 4% 3% 10% 16% Source: him! Wholesale 2015 Delivered Foodservice him! Ltd 2015. All rights reserved. At Flexibility is needed, rather than a one-size fits all model op Sh What type of caterers are shopping at each wholesaler?

14% 23% 30% 22% Caf / Coffee Shop 17% Institution 20% 18% 14% 15% 14% Pub / Bar 5% 32% 19% 12% 14% 7% 7% 7% 7%

6% 5% 4% 4% 7% 3% 4% 6% Caterer Average Booker Wholesale Leisure Venue Hotel / B&b / Guest House / Hostel Workplace Caterer 7% 7% Restaurant 10% Other Caterer 9% Club Or Society 7% 3% 4%

3% 5% Takeaway 3663 Brakes Pubs, cafes and takeaways contribute the biggest footfall but if differs considerably by wholesaler. Source: him! Wholesale 2015 Delivered Foodservice him! Ltd 2015. All rights reserved. -S p ho 37% are managers 18% head chef 14% owner In Which foodservice outlets are using delivered wholesale? They cater for Lunch Averaging 130 customers/day 86% Evening meal 66%

Breakfast 65% Snacks 47% Afternoon Tea 35% Eat-in Receive deliveries 1.9 times/week vs 1.9 last year Brunch Take-away/grab and go 31% 25% 17% (no change) Source: him! Wholesale 2015 Delivered Foodservice him! Ltd 2015. All rights reserved. In Caterers are use delivered wholesale for only two key shopping missions -S p

ho TWO main missions MAIN SHOP TOP UP PLANNED Source: him! Wholesale 2015 Delivered Foodservice him! Ltd 2015. All rights reserved. 35% Main Shop Mission 17% Main Shop Mission On a Top Up Mission 61% On a Top Up Mission Source: him! Wholesale 2015 Delivered Foodservice p ho Cash & Carry customers: 58% -S Delivered customers:

MAIN SHOP TOP UP PLANNED In Delivered wholesale is primarily about main shop TOP UP DISTRESS 3% Distressed Mission 12% Distressed Mission him! Ltd 2015. All rights reserved. Understanding customer priorities when ordering Source: him! 2015 him! Ltd 2015. All rights reserved. Im r po Primary needs are as wide ranging as ever! ta nc es Delivered caterers importances

(rating /10) Primary needs Secondary needs 10.0 9.5 9.0 8.5 8.0 7.5 7.0 6.5 6.0 5.5 5.0 y lit a u Q p du ro c ts in l ra e n ge

c Ac y ac ur rs de r o of e lu Va r fo m ey on c Ac ep e bl ta es ic r p

d oo G ng ra n ra a u G e of ed te c du o pr ts ty ili b la ai av p of uc d

ro ts sy Ea Ac or r cu rin de e at g ng ci i vo in & ng lli i b nd ie r F

s es lin u od r P ct of s er iv r d n in n io at v o & st te la N I PD

o nf on I p to o nf on rs lle e s st te a l r to c se In sp t nd re

s n tio ri a & pe ci e r s ea id Q: how important are the following for you in this store here today? Source: him! Wholesale 2015 Delivered Foodservice him! Ltd 2015. All rights reserved. Im r po ta However, there continues to be a lag in how satisfied caterers are against many primary needs nc es Importances vs Satisfaction 10.0 Primary needs

Secondary needs 9.5 9.0 8.5 8.0 7.5 7.0 6.5 Importanc e 6.0 5.5 5.0 NB: This remains constant between 2014 and 2015 Source: him! Wholesale 2015 Delivered Foodservice him! Ltd 2015. All rights reserved. Improving CONVENIENCE: availability & reliability Source: him! Wholesale 2015 him! Ltd 2015. All rights reserved. po Im rt an There is a need for major improvement in unfulfilled orders

s ce How many times in the last 5 orders with this wholesaler as your order turned up with items missing or crossed off? 1.40 1.10 0.90 1.10 0.90 0.80 On average, every one in five deliveries turns up with items missing or crossed off! Slight increase on last year 1.0 vs.8.6 - still room for improvement Bidvest Foodservice Brakes Av a i la bi li t y Booker 2015

2014 When caterers are using delivered routes for convenience purposes an underachievement on basic desires can lead to dissatisfaction (= lost sales and waning loyalty)! Source: him! Wholesale 2015 Delivered Foodservice him! Ltd 2015. All rights reserved. po Im Missing key categories could be massively impacting revenue an s ce 630 rt How much do you typically spend on each of the following categories for your outlet in a typical week in TOTAL? Alcoholic Drinks Fresh produce 326 Tinned/Packaged Groceries 267 Chilled Foods

244 Frozen 240 Confectionery & sweet snacks 238 226 Crisps & Snacks Soft Drinks 221 155 Bakery Source: him! Wholesale 2015 Delivered Foodservice him! Ltd 2015. All rights reserved. po Im There is still room for improvement in reliability too rt an s ce bi lia Re y

lit On average, every one in five deliveries turns up late! How many times in the last 5 orders with this wholesaler has your order turned up late 1.0 No change YoY 0.8 0.70 0.8 0.70 0.70 201 5 Booker Bidvest Foodservice Brakes When caterers are using delivered routes for convenience purposes an underachievement on basic desires can lead to dissatisfaction (= lost sales and waning loyalty)! Source: him! Wholesale 2015 Delivered Foodservice him! Ltd 2015. All rights reserved. Influencing during the order process

Source: him! Wholesale 2015 him! Ltd 2015. All rights reserved. A REMINDER: Nearly ONE THIRD can be influenced during an order! Know EXACTLY what I want & stick to my ... May be tempted to deviate from list if something tempt... 69% 20% 30% open to influence at point of purchase Open to influence when orde... 10% Opportunity for wholesalers to use their telecoms salesforce & website to inspire the customer Source: him! Wholesale 2015 Delivered Foodservice him! Ltd 2015. All rights reserved. Room for improvement in telesales influence? Please rate the telesales staff from this wholesaler on the following? (Out of 10) 10.00 9.50 Booker

9.00 Bidvest Foodservice 8.50 8.00 Brakes 7.50 yo u ng (c a lli en es s Fr i tiv en e Pr o -a c

dg w le Kn o ) es s dl in ss el pf of H bu r yo u ul si n ne es s ts uc od

pr te st n in m or In f In f or m g in g of of la la Ea se te st p

ew ro of m co ot io nt ac ns t 7.00 Source: him! Wholesale 2015 Delivered Foodservice him! Ltd 2015. All rights reserved. Opportunity to influence online LESS likely to have a budget LESS likely to stick to the budget

23% have bought something on promotion on 5 out of the last 5 orders (vs 17% telephone) Find online ordering process easy 25% stick to it most of the time vs 47% who order via phone MORE likely to buy on promotion 28% vs 39% who order via phone 81% rate the online ordering process as excellent (8+/10) Are we capitalising on this? Source: him! Wholesale 2015 Delivered Foodservice him! Ltd 2015. All rights reserved. This Executive Summary will explore: Context: Route to Market Pre purchase Influencing purchases before order Point of purchase Influencing at point of order Next purchase how do we drive loyalty Source: him! Wholesale 2015 him! Ltd 2015. All rights reserved.

Foodservice average 4.0 Pub/bar 2.9 Restaurant Caf / coffee shop 4.3 3.6 M RT A REMINDER: Food service operators are using FOUR companies Hotel 5.5 # of different companies used to supply goods & services How many different companies do you use to supply goods and services to your business? Source: him! Foodservice Tracker 2015 him! Ltd 2015. All rights reserved. Improving loyalty requires work on price perception 63% of caterers who use the delivered method, use at least one other wholesaler,

as well, in a typical week. WHY..? 1. I like to shop around 2. I use my local cash & carry when I need something urgently as its easier 3. Its too expensive on certain categories Source: him! Wholesale 2015 Delivered Foodservice him! Ltd 2015. All rights reserved. Even in the most loyal categories, there is still a fair amount of shopping around What percentage of your total purchases for the following categories are bought from here? Categories caterers are least likely to shop around for Categories caterers are most likely to shop around for 38 40 40 40 42 49 49 51 51

52 53 54 54 55 56 57 26 As mentioned previously, reliability and availability must be achieved to improve loyalty particularly in short-shelf life produce. Fresh lines are where caterers are most likely to shop around as outlets need to restock quickly and at short notice Source: him! Wholesale 2015 Delivered Foodservice him! Ltd 2015. All rights reserved. How to ensure shoppers keep coming back? Make it easy! Delivered: Caterer Accuracy of orders Value for money 0.40 Accurate invoicing and billing

Inspiration and recipe ideas Guaranteed availability of products 0.20 Product innovation and latest NPD An easy ordering process 0.00 Information on latest trends in the sector Information on top sellers Friendliness of drivers Quality of products Range of products Acceptable prices Correlation analysis: satisfaction ratings vs likelihood to recommend Source: him! Wholesale 2015 Delivered Foodservice him! Ltd 2015. All rights reserved. Using leaflets to communicate effectively Source: him! 2015 him! Ltd 2015. All rights reserved. Delivered caterers are more influenced by brochures Cash & Carry Caterers Delivered Caterers 60% of caterers have

received a 82% of caterers have received a wholesaler brochure wholesaler brochure 47% of C&C caterers are influenced to choose a 66% of delivered caterers are influenced to choose a wholesaler based on receiving a brochure pre- wholesaler based on receiving a brochure pre- shop shop Source: him! Wholesale 2015 Delivered Foodservice him! Ltd 2015. All rights reserved. Consider every point in the path to purchase: Pre purchase Influencing purchases before order Point of purchase Influencing at point of order

Next purchase how do we drive loyalty Source: him! 2015 him! Ltd 2015. All rights reserved. For more information please contact: [email protected] 0845 072 7667 www.him.uk.com him! Ltd 2015. All rights reserved.

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