Contents
What is HoReCa?
HoReCa (from the English words Hotel, Restaurant, and Cafe) represents a key segment in the hospitality industry, covering a wide range of services. In Russian, this term is often replaced with the phrase "hospitality and restaurant business." The main feature of HoReCa is that consumers receive services and goods directly at the place of purchase. For example, a guest at a restaurant enjoys a business lunch at the table, while a tourist stays overnight at a hotel before continuing their journey.
The success of establishments in this segment is directly related to creating a comfortable and appealing atmosphere for customers, which encourages their return. To achieve this, attention must be paid to many details: from interior design and menu presentation to the appearance of the staff. Each element should evoke positive emotions in visitors, as this affects the establishment's profitability.
Companies in the HoReCa Segment
The HoReCa segment includes various establishments that provide services in the field of public catering and accommodation. Let's take a closer look at the main categories:
Hotels
This category includes hotels of all levels—from budget motels to luxurious five-star hotels. Each has its own characteristics and target audience.
Restaurants
Restaurants are distinguished by a high level of service and a variety of menus, which usually feature complex dishes. They often offer additional services, such as live music or special events, to attract customers.
Cafes
Cafes are more informal establishments with less emphasis on haute cuisine. Here you can find canteens, bars, and patisseries that offer simple dishes and quick service.
Catering
Catering is an additional service in the HoReCa segment, providing off-site service for various events. This can include food delivery and banquet organization, allowing clients to enjoy quality services outside the establishment.
Features of the HoReCa Sector
The HoReCa sector has its unique features that distinguish it from other business models:
- Products and services are provided directly on-site (food, drinks, accommodation).
- The price includes not only the product but also the level of service and atmosphere.
- Customers often do not see the product packaging, which affects marketing strategies.
All participants in the service process are interconnected: the quality of ingredients provided by suppliers directly affects the establishment's reputation. If a restaurant serves stale products, it can negatively impact its image and attract new customers.
Marketing in HoReCa
In HoReCa, product marketing is focused on creating added value and brand recognition. Suppliers strive to establish exclusive contracts with restaurants and hotels, allowing them to promote their products in a high-quality environment. Key promotional tools include:
- Free tastings for visitors.
- Sponsorship promotions and events.
- Branding and decor of establishments.
An example of successful marketing is when a customer, staying at an expensive hotel, notices that the restaurant serves tea from only one brand. This creates an association with quality and helps form a positive image of the product.
Increasing Efficiency in HoReCa
Considering the high risks in the HoReCa business, it is important to optimize all aspects of the establishment's operations. Success depends on many factors, including location, cleanliness, service quality, and menu. Main methods for increasing efficiency include:
- Loyalty programs for regular customers.
- Branding the establishment in a unified style.
- Stimulating demand through special offers.
The application of these methods allows for attracting customers and retaining their attention. The end result is satisfied visitors who return and recommend the establishment to friends.