Horeca Trade has launched a new initiative to target Dubai’s independent outlets and expand its distribution channels.
Horeca Trade sales and marketing director Wael Al Jamil explained: “We have just launched the biggest initiative for distribution expansion which is called ‘Horeca express’ which is a cash van operation.”
“This is directed towards the 3400 individual street outlets which don’t have a lot of storage space or cash on hand to pay [for goods] every single week, so they buy on a daily basis somewhere between AED 1000 and AED 3000 (between US $272 and $816). We used to reach that channel via wholesalers but now we do it directly,” he added. The move comes as the company looks to expand the business.
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“We are looking to drive the core business that we have — drive the brands, drive distribution, the contractual agreements that we have, and drive the service levels,” explained Al Jamil.
“You will see a lot of interventions over the next couple of months to improve the service, whether it is a digital platform, whether it is via our training on how to serve the water, up sell the water, improve the end consumer experience — that is one of our core strategies,” he explained.
The final part of the company’s strategy is to expand its portfolio by expanding its current partnerships as well as targeting partnerships with new brands, including the recent announcement that the company will now be distributing Nestle products to food service channels across the UAE.
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