Gifts Today magazine

HoReCa is growth market at Ambiente

The world’s leading trade fair for the consumer-goods industry Ambiente continues to deliver an ever-expanding array of tableware designed for HoReCa

When it comes to large-scale projects for furnishing and equipping restaurants, hotels or cafés, the term used by professionals in Germany and many other European countries is HoReCa[1].

The contract business is growing continuously in importance for consumer-goods manufacturers and is of particular significance for companies in the Dining section of Ambiente. For them, doing business with hotels, restaurants and catering companies is vital. On the occasion of the coming Ambiente, Messe Frankfurt has taken a detailed look at the opportunities and challenges posed by this market in an exclusive Management Report.

For the customer, buying in this way has an extremely positive impact on the price structure. Additionally, it is essential to ensure that the products meet the very high expectations on quality. HoReCa products transcend established user standards by a wide margin and, although they have to be robust, they must also be distinguished by a design attractive to guests.

To ensure that the style and efficacy of cutlery, glasses, tablecloths, etc., fit with the spirit of their establishment, restaurateurs and hoteliers are reliant on a constant supply of new ideas. And a large proportion of them find the inspiration they require at Ambiente.

The world’s leading trade fair for the consumer-goods industry is the ideal presentation platform for numerous international manufacturers of products for the hotel, restaurant and catering sector. There, buyers take advantage of the broad spectrum of products and impulses for their businesses. Moreover, trends discovered at the fair can be translated into orders on the spot. Thus, buying in this way has the advantage that buyers can judge the quality of the products using all their senses.

Trust is the basis for business of this nature. And the best way to build up trust is via a personal exchange of ideas and information. Ambiente is the ideal platform for this.
Thus, the coming Ambiente in Frankfurt am Main from 10 to 14 February 2017 will once again be the platform where international manufacturers and retailers get together.

“Today, Ambiente is an indispensable platform, especially for international business. There, buyers from all over the world can meet and make new contacts. At the fair, we find more and more contacts from our target groups, the hotel and restaurant sector. And Ambiente is the only fair in the world that presents the latest ‘Table Top’ trends. It is a fixture in the calendar of fairs and exhibitions”, says Andrea Täuber, Director International Sales of Schönwald. 

Underscoring this, Lucie Steffen, Marketing Manager of Deshoulieres, adds: “For us, it is extremely interesting to participate in the fair and to take advantage of a level of internationality higher than at any other event of this kind. Moreover, we have had more visitors than the year before and made numerous contacts to representatives of companies from different segments, the trade, hotels and restaurants.”

The easy way to get around: the Ambiente HoReCa Guide
Buyers wanting to assess the products of numerous international manufacturers in the medium to high-grade segment should make their way to Frankfurt with an HoReCa Guide under their arm and be prepared for a pleasant surprise at the fair. With this special guide, Ambiente aims to draw particular attention to the HoReCa segment, which has been growing in Frankfurt for many years. Buyers from hotels, restaurants and catering companies should be able to find their way around the halls easily and get to the right suppliers quickly and unerringly. In this, they will be helped not only by the ‘HoReCa’ label on the exhibition stands but also by the guide itself, which lists all suppliers of products for the foodservice sector and takes them straight to the appropriate exhibitors catering for their requirements.

The HoReCa exhibitors at Ambiente include, for example, the world’s biggest manufacturer of industrial bakeware, USA PAN, which supplies its high-quality products to many renowned companies including McDonald’s, Burger King and Wendy’s. Also taking part will be Ze Pé. Based in South Tyrol, this manufacturer of buffet accessories and service trolleys with heating and cooling functions attracts potential customers not only via robust and durable quality but also state-of-the-art design.


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