WINNING WITH CONSUMERS
"We are also working on technical improvements across
all our equipment to drive us closer to that 100% quality
mark. Our standard draught beer coolers are now 'green,'
consistent with our Brewing a Better Future sustainability
agenda, helping generate energy and financial savings
for our customers."
The Benefits of Efficiency
Efficiency means a better way of working for both
ourselves and our customers through the provision of
great service. "If we're putting in a new installation, we
make sure we do it on the day we say we will, and get it
right first time, so our customers immediately have beer
pouring to our quality specification," explains Nick. "We
want to make sure our line-cleaning service is efficient
too, so our customers can continue to serve the perfect
quality FIEINEKEN draught products all the time."
Standardising Markets
Across the business, we have been working on taking the
best equipment and standardising it across markets.
"Where we used to have 700 different draught beer
columns, for example, we now have 70. Getting the
right quality is about using the right equipment, and we
want to make this choice easier and more efficient for
our customers," states Nick. "We want to be able to talk
openly with them about the number of taps they need to
create the optimum throughput to ensure perfect quality.
This may even mean we recommend a reduction in tap
numbers so they can consistently provide consumers with
the best quality draught beer."
The Route to Success
Moving forward, it is clear that the route to success in
draught is centred on quality. "It's about ensuring the
right draught brand is presented in the right way at the
right outlets," confirms Nick. "We need to keep adding
value for our consumers and our customers to deliver our
vision focused on a passion for quality."
Quality means ensuring
that the draught beer
looks right in the eyes
of the consumer
That means
pouring the
perfect level of
foam every time
And ensuring that the beer
is delivered in the correctly
branded glass and on the
right coaster
Edition 2 2013 World of HEIN EKEN 27
