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01.1.2018

What are those “new beverage deals” that so many of your peers are talking about?

By Tim Richardson

I suspect that you are skeptical (like all of our clients were at first) that you can truly save or make your company hundreds of thousands of dollars—especially just by partnering with us to negotiate a new beverage deal for you.

I would be, too, if I were in your shoes.

But there are times in all of our professional lives when circumstances dictate that we open our minds to new possibilities.

In this case, it’s the possibility that there really are a few expert practitioners in the world who actually can enable and empower you to save or make your company very significant sums.

There are times when you really need to make a significant impact on your business. You need to hit an aggressive savings target set by the CEO. You need that margin increase. Or you need that truly new source of “found money” that no one else in the organization or no other consultant has yet discovered.

If this year is such a time for you, we are such practitioners. And we are happy to help you understand what a new beverage deal can achieve for your company. We’ve helped our clients deliver millions of dollars to their organizations, and we can do it for you, too.

You have probably already exhausted most of the obvious sources of big potential savings and new, non-traditional revenue sources for your company. If so, then read on.

What does it mean to “save or make” a restaurant company, a hospital company or an airport hundreds of thousands with a beverage deal?

Foodservice

Simply put, if you are a foodservice company, we’ll save you hundreds of thousands of dollars every year by getting you better rebates and new marketing funds from an exclusive arrangement with one of the major beverage companies. And, just as importantly, we’ll make sure that you have the flexibilty you need going forward to experiment with new beverage packages and categories.

If you are a foodservice company, you already have a beverage deal in place. We have not seen a foodservice deal yet that we could not improve.

Many foodservice supply chain executives suspect (or know) that their current deal is not great, but they think that they are stuck with it for several more years because of volume commitments or other terms. That may not be the case. There are strategies that we can deploy that may help solve this problem.

Healthcare

If you are a hospital company, you are probably channeling all of your beverage purchases through your GPO’s beverage contracts, or you are letting your cafeteria vendor handle all food and beverage purchasing for you. You might even have your own, direct deal with one of the big beverage companies already in place. In all these cases—and especially if none of this is true—we’ll most definitely save you hundreds of thousands of dollars. That is our track record.

Aviation

If you are an airport, you probably let your concessionaires handle all food & beverage matters, and you simply take a percentage of their revenue. You may or may not be aware of the fact that Dallas/Fort Worth International and Detroit Metropolitan Wayne County have beverage deals with Coca-Cola and Pepsi, respectively. But, even if you are aware of this fact, you probably don’t think much about the benefits of having your own direct deal with a beverage company.

That’s probably a mistake.

Large beverage companies want to have a direct, exclusive marketing and distribution agreement with every airport in the world, and they are ready to invest significant sums to have it. They currently have exclusive or near-exclusive agreements in place with all airport concessionaires, to be sure. But they’d rather have such agreements in place with you.

All other large, premier, public or private facilities that have large customer traffic numbers and that have concessionaires running food & beverage operations also have their own, direct agreement with one of the large beverage companies.

This is true of every university, every stadium, every arena, and every theme park. And, in every case, the concessionaires that operate at these facilities honor and respect their host property’s agreement with the large beverage companies. They are also happy to continue paying a percentage of their revenue to their host property. Without exception.

Why should it be any different in the airport sector? It shouldn’t.

Just because your concessionaire wants to protect its own relationship with their beverage partner at your expense (and without your knowledge), doesn’t mean that you should allow this to happen. No other premier property in the world allows this to happen, why should you?

Why not resolve right now to take a simple, small first step?

Whether you want to talk further with us or not, I submit that you should at least resolve to investigate the likelihood of saving or making hundreds of thousands of dollars with a new beverage agreement in 2018. Doing so could make you the hero that brought hundreds of thousands in savings or funding to your oganization.

We’ll be sharing lots of information on this topic throughout the year, on our website, in webinars and at various speaking engagements. You can sign up for our email list below to make sure that you get the latest insights and tips on how to negotiate the best beverage deal possible.

Happy New Year and good luck in your quest for significant new savings and new, non-traditional revenue streams in 2018!

Subscribe to Enliven

Join over 10k other industry experts who receive Enliven's advice direct to their inboxes.

01.1.2018

What are those “new beverage deals” that so many of your peers are talking about?

By Tim Richardson

I suspect that you are skeptical (like all of our clients were at first) that you can truly save or make your company hundreds of thousands of dollars—especially just by partnering with us to negotiate a new beverage deal for you.

I would be, too, if I were in your shoes.

But there are times in all of our professional lives when circumstances dictate that we open our minds to new possibilities.

In this case, it’s the possibility that there really are a few expert practitioners in the world who actually can enable and empower you to save or make your company very significant sums.

There are times when you really need to make a significant impact on your business. You need to hit an aggressive savings target set by the CEO. You need that margin increase. Or you need that truly new source of “found money” that no one else in the organization or no other consultant has yet discovered.

If this year is such a time for you, we are such practitioners. And we are happy to help you understand what a new beverage deal can achieve for your company. We’ve helped our clients deliver millions of dollars to their organizations, and we can do it for you, too.

You have probably already exhausted most of the obvious sources of big potential savings and new, non-traditional revenue sources for your company. If so, then read on.

What does it mean to “save or make” a restaurant company, a hospital company or an airport hundreds of thousands with a beverage deal?

Foodservice

Simply put, if you are a foodservice company, we’ll save you hundreds of thousands of dollars every year by getting you better rebates and new marketing funds from an exclusive arrangement with one of the major beverage companies. And, just as importantly, we’ll make sure that you have the flexibilty you need going forward to experiment with new beverage packages and categories.

If you are a foodservice company, you already have a beverage deal in place. We have not seen a foodservice deal yet that we could not improve.

Many foodservice supply chain executives suspect (or know) that their current deal is not great, but they think that they are stuck with it for several more years because of volume commitments or other terms. That may not be the case. There are strategies that we can deploy that may help solve this problem.

Healthcare

If you are a hospital company, you are probably channeling all of your beverage purchases through your GPO’s beverage contracts, or you are letting your cafeteria vendor handle all food and beverage purchasing for you. You might even have your own, direct deal with one of the big beverage companies already in place. In all these cases—and especially if none of this is true—we’ll most definitely save you hundreds of thousands of dollars. That is our track record.

Aviation

If you are an airport, you probably let your concessionaires handle all food & beverage matters, and you simply take a percentage of their revenue. You may or may not be aware of the fact that Dallas/Fort Worth International and Detroit Metropolitan Wayne County have beverage deals with Coca-Cola and Pepsi, respectively. But, even if you are aware of this fact, you probably don’t think much about the benefits of having your own direct deal with a beverage company.

That’s probably a mistake.

Large beverage companies want to have a direct, exclusive marketing and distribution agreement with every airport in the world, and they are ready to invest significant sums to have it. They currently have exclusive or near-exclusive agreements in place with all airport concessionaires, to be sure. But they’d rather have such agreements in place with you.

All other large, premier, public or private facilities that have large customer traffic numbers and that have concessionaires running food & beverage operations also have their own, direct agreement with one of the large beverage companies.

This is true of every university, every stadium, every arena, and every theme park. And, in every case, the concessionaires that operate at these facilities honor and respect their host property’s agreement with the large beverage companies. They are also happy to continue paying a percentage of their revenue to their host property. Without exception.

Why should it be any different in the airport sector? It shouldn’t.

Just because your concessionaire wants to protect its own relationship with their beverage partner at your expense (and without your knowledge), doesn’t mean that you should allow this to happen. No other premier property in the world allows this to happen, why should you?

Why not resolve right now to take a simple, small first step?

Whether you want to talk further with us or not, I submit that you should at least resolve to investigate the likelihood of saving or making hundreds of thousands of dollars with a new beverage agreement in 2018. Doing so could make you the hero that brought hundreds of thousands in savings or funding to your oganization.

We’ll be sharing lots of information on this topic throughout the year, on our website, in webinars and at various speaking engagements. You can sign up for our email list below to make sure that you get the latest insights and tips on how to negotiate the best beverage deal possible.

Happy New Year and good luck in your quest for significant new savings and new, non-traditional revenue streams in 2018!

Subscribe to Enliven

Join over 10k other industry experts who receive Enliven's advice direct to their inboxes.

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We Don't Want Your Money

We want to dramatically increase how much money you make - or save - with respect to beverages. And then we want to take a small percentage of that new money that we earned for you. That’s our pay-for-performance model. It ensures that our incentives are aligned. It's why our clients think of us as a true strategic business partner and not just a vendor.

Let's Start a Conversation

We Don't Want Your Money

We want to dramatically increase how much money you make - or save - with respect to beverages. And then we want to take a small percentage of that new money that we earned for you. That’s our pay-for-performance model. It ensures that our incentives are aligned. It's why our clients think of us as a true strategic business partner and not just a vendor.

Let's Start a Conversation