One order is not
the transaction.
When you supply hotels, restaurants and cafés, a first order is the beginning of a supply relationship worth many multiples of itself. Almost every Horeca account we see is bidding as though the first order were the whole thing.
You are acquiring accounts,
not orders.
A café that starts buying your coffee orders every week for years. A hotel that specifies your amenities fits out every room. The first transaction might be worth two hundred euros and the relationship several thousand a year. Yet the advertising account is almost always optimised to that first two hundred, which makes profitable acquisition look impossible and caps spend far below what the economics would justify. This is the defining measurement failure of the category.
Pick a symptom. We know the cause.
Paid acquisition never looks like it works.
Optimising to first-order revenue in a repeat-supply business understates customer value by an order of magnitude, so bids stay low, volume stays small, and the channel is judged a failure.
Reordering happens by phone, email or rep and never reaches analytics.
Trade customers reorder through the easiest channel available, which is rarely the website. The revenue paid media originated becomes invisible, so the channel is credited with a fraction of what it produced.
Creative that works in retail lands flat here.
A purchasing manager evaluates reliability, margin, delivery terms and supply consistency. Lifestyle creative aimed at consumer desire does not address any of those.
Strong interest, then months of silence.
Trade purchases involve several people and a procurement process. Funnels built for immediate conversion have no mechanism for staying present through that period.
How we grow Horeca suppliers.
Everything follows from establishing what an account is worth over a year rather than what an order is worth today.
Account-value bidding
Acquisition ceilings derived from annual account value, which usually multiplies what you can profitably bid.
Repeat-order flows
Systems that bring reordering into a measurable channel, so paid media is credited with the revenue it actually created.
Trade-buyer targeting
Messaging and targeting built for procurement criteria: reliability, terms, margin and supply consistency.
Lead-to-order tracking
Connecting enquiries through to fulfilled orders, so the whole chain is visible rather than only its first step.
The right fit
We are built for brands that have found what works and run into the ceiling of it. That are already investing seriously in growth, judge the work by what reaches the P&L rather than what fills a report, and want a partner who will argue with them over one who agrees.
What is an account worth
over twelve months?
Book a strategy call. If you supply the Horeca channel and cannot answer that, it is almost certainly capping your spend well below what you could profitably afford.
