Custom Research Yields ResultsJanuary 24, 2011 By: Donna Hood Crecca
We live in an information age unlike any other, and oftentimes find ourselves awash in a sea of data, research and reports that may or may not be truly useful to our businesses. There’s nothing like that ah-ha moment when we discover something truly valuable to our specific goals and objectives. Attendees at the upcoming VIBE Experience in Las Vegas can expect numerous such moments, as the program boasts a wealth of original research developed by leading firms and designed to deliver actionable take-aways for chain beverage executives. This is information and insights that can only be found at the VIBE Conference. Here’s a look at presentations by two leading firms on the VIBE agenda.
Can Research Point you Toward Increased Beverage Sales Beyond your Core?
Warren Solochek, Vice President of Client Development of The NPD Group Inc., will delve into that question, and lead attendees through some very telling demographic research and then into a discussion of applications. An examination of data about happy hour and late night guests will yield telling insights into the patrons who frequent on-premise venues during those day parts, and spark discourse on ways to promote and market to entice those guests into a restaurant or bar.
NPD is a premier source of market information for the food, beverage and foodservice industries. Solochek is a 25+ year veteran of the food industry, and joined NPD’s Foodservice group in 2003, where he now oversees relationships with all CREST clients, both operators and manufacturers. That role affords him tremendous insight into today's foodservice industry issues and trends, and helps him anticipate future trends. Solochek is also involved in the development of new NPD products and services to address the foodservice industry's information needs, and is a frequent speaker at key industry events.
Solochek holds an undergraduate degree from the University of Wisconsin-Madison, and a Master's degree is from the American Graduate School of International Management in Phoenix.
HOTEL SEGMENT: Deep Dive into Consumer F&B Trends & Behaviors
David Henkes, vice president at Technomic and director of the firm’s Adult Beverage Insights practice, will present new consumer research and other custom studies on consumers' general usage of hotel F&B services, including consumption of adult beverages, highlighting changes over the past several years. Henkes will then dive deeper to show how these behaviors, attitudes and outlooks vary by demographic and occasion types, including behavioral and preference changes according to hotel services areas such as restaurants, bars, and banquets/catering. Bringing the data to life, Henkes will incorporate best practice details of successful hotel F&B programs, to share insights as to what steps have been taken to keep pace and capitalize on these consumer changes. An interactive discussion will allow attendees to share their own ideas and questions, with the goal of the session being to demonstrate how to best meet the needs of guests while maximizing profits from the trends.
Henkes worked with Nestle Germany in Frankfurt before joining Technomic and has held positions with Marriott Management Services and McDonald’s, and has served as a federal investigator. He earned his Bachelor of Arts degree in International Studies from The American University in Washington, D.C. and a Masters of Business Administration degree in Marketing and International Business from the University of Illinois.
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