Strategy based on three pillars

Nation-wide presence, 22 stores, expanding logistic capacity, and extraordinary attention for customers – these are all elements of the market strategy of Interfruct Kft.
The HoReCa strategy of Interfruct is based on three pillars which represent target groups of the company. The first group is composed of smaller bars and restaurants, which are old and regular clients. The second group is communal catering and company catering which are reached through tenders primarily. Special attention is given to distribution activities. A representative equipped with the latest computer technology in each of our stores for this distribution tasks. This activity is complemented by an excellent logistic network.
In working out their HoReCa strategy, Interfruct had to take several objectives into consideration. One of these is participation in tenders for hotels, institutions and communal catering. In order to serve nation-wide hotel chains or retail chains, their suppliers also need a nation-wide network. Since Interfruct has 22 stores in the country, which can be used as independent logistic bases, they can meet such requirements and can also offer services which make purchases easier for their clients. The number of Interfruct clients, like Don Pepe pizzerias or Accor Hotels in the HoReCa sector is growing constantly. Regular clients are offered a wide range of discounts and promotions. One such project is the Regular Client Loyalty program which is unique in the wholesale business.
Their purchasing policies are adapted to be compatible with the needs of HoReCa clients. Assortments are compiled according to such needs, like that of Don Pepe pizzerias, which called for the listing of new items. Not only foods but simple non-food products, like paper trays and boxes are also supplied.
Interfruct’s assortment consists of 8 000 items. It is hard to tell how many of these are for HoReCa clients, but the number of products in demand is definitely growing. An example of attention to regional demand is a brand of pasta which is listed, because it is especially popular in communal catering in Miskolc. Events held for clients, like wine promotions are important elements of the sales policy. Though the primary target group is retailers, Interfruct has always served consumers as well and recent innovations are aimed at improving this service and increasing the number of households which prefer them for the weekend shopping.