Research has shown that Star Serve can
drive more than a 10% increase in sales
shopper giving feedback on standards.
Results can be used to incentivise staff.
Raising Consumer Expectations
This shift in the outlet-consumer dynamic
from a push to a pull relationship is part
of a bigger trend, notes Ward. "We all
remember the lukewarm stewed filter
coffee we were served ten years ago.
Now it's a latte, macchiato or cappuccino,
served by an expert 'barista'," he says.
"But compare the typical revenue from
beer in an on-trade outlet (50-80%) to
the coffee revenue - which might be just
5 or 8%. So then you have to ask, 'Why
are you spending three minutes to make
this cappuccino, and just three seconds
on a beer? By putting some effort into the
product treatment you could easily get a
10% sales increase."
It's simple maths, agrees Franklin: "Would
you like a 10% increase on 5% of your
revenue, or a 10% increase on 50% of
your revenue?"
Demanding More
To ensure that higher consumer
expectations are met, beginning this
year Heineken® is rolling out a campaign
encouraging consumers to demand more
from their draught. Consumer activation
in key markets, including point-of-sale
materials and promotions, will follow in
2013 and onwards. As campaigns raise
consumer quality demands, participating
Star Serve outlets - which could be
identified by a premium wall plaque with
either a silver, gold or platinum star rating,
for example - will cash in by immediately
meeting those raised expectations.
"The consumer is assured this is a Star Serve
quality-assured outlet," says Ward. "It's a
long-term commitment. Quality remains
absolutely core to the Heineken® brand."
The Proof is in the Numbers
Several markets confirm it: Quality
improvements lead to increased sales,
as well as driving up standards and
consumer perception.
Australia: On average, participating
outlets sold 28% more Heineken®
draught beer than the previous year.
Ireland: Participating outlets sold 5.5%
more draught beer than the previous
year.
The Netherlands: On average,
participating outlets increased
draught beer sales by 6% annually.
Quarter 3 2012 World of HEINEKEN I 31
