{"id":1703,"date":"2025-08-07T08:26:26","date_gmt":"2025-08-07T07:26:26","guid":{"rendered":"https:\/\/redparalela.eu\/?p=1703"},"modified":"2025-08-07T08:26:28","modified_gmt":"2025-08-07T07:26:28","slug":"the-kpis-every-horeca-distributor-should-track-and-how-to-improve-them","status":"publish","type":"post","link":"https:\/\/redparalela.eu\/en\/the-kpis-every-horeca-distributor-should-track-and-how-to-improve-them\/","title":{"rendered":"The KPIs every HORECA distributor should track (and how to improve them)"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">In a business like HORECA distribution, what you don\u2019t measure, you can\u2019t improve. And what you measure poorly can lead to the wrong decisions.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>What are KPIs?<\/strong><br>KPIs (Key Performance Indicators) are key metrics that help you understand how your business is evolving and allow you to make decisions based on facts \u2014 not just intuition.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/redparalela.eu\/wp-content\/uploads\/2025\/08\/kpis-in-horeca-distribution.jpg\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"574\" src=\"https:\/\/redparalela.eu\/wp-content\/uploads\/2025\/08\/kpis-in-horeca-distribution-1024x574.jpg\" alt=\"\" class=\"wp-image-1704\" srcset=\"https:\/\/redparalela.eu\/wp-content\/uploads\/2025\/08\/kpis-in-horeca-distribution-1024x574.jpg 1024w, https:\/\/redparalela.eu\/wp-content\/uploads\/2025\/08\/kpis-in-horeca-distribution-300x168.jpg 300w, https:\/\/redparalela.eu\/wp-content\/uploads\/2025\/08\/kpis-in-horeca-distribution-768x430.jpg 768w, https:\/\/redparalela.eu\/wp-content\/uploads\/2025\/08\/kpis-in-horeca-distribution.jpg 1080w\" sizes=\"auto, (max-width: 709px) 85vw, (max-width: 909px) 67vw, (max-width: 1362px) 62vw, 840px\" \/><\/a><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">\ud83d\udcca 1. <strong>Stock turnover<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>What it measures:<\/strong> the speed at which you sell your inventory.<br><strong>Why it matters:<\/strong> the faster your stock moves, the less capital is tied up, and the lower the risk of expiry or deterioration. But be careful: if you discount too aggressively, you might lose more margin than the liquidity you gain.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>What matters more?<\/strong> It depends on the product and your financial situation. Holding onto slow-moving stock comes with hidden costs: space, expiry risk, devaluation, and lost opportunities to sell faster-moving items. In most cases, <strong>sacrificing some margin is better than letting stock become unsellable<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>How to improve it:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Set up automated alerts to detect slow-moving items.<\/li>\n\n\n\n<li>Anticipate packaging or format changes and cut purchases early to avoid getting stuck with obsolete stock.<\/li>\n\n\n\n<li>Run targeted or cross-promotions to clear slow stock before it&#8217;s too late.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">\ud83d\udcb6 2. <strong>Gross margin per customer<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>What it measures:<\/strong> the actual profit you make from each customer, after product and service-related costs.<br><strong>Why it matters:<\/strong> some customers buy a lot but barely leave you any profit.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>But be careful:<\/strong> some low-margin customers can bring <strong>volume and visibility<\/strong> \u2014 especially if they\u2019re key accounts in your area. It\u2019s worth considering their strategic value, not just their numbers. If they help you consolidate routes or attract other clients, they might still be worth it.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>How to improve it:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Calculate margin per order, not just per product.<\/li>\n\n\n\n<li>Factor in discounts, rush orders, returns, and logistics costs.<\/li>\n\n\n\n<li>Adjust service conditions or delivery frequency if a customer isn\u2019t profitable \u2014 unless their strategic value justifies it.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">\ud83d\ude9a 3. <strong>Logistics cost per delivery and per route<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>What it measures:<\/strong> the real cost of delivering an order and the overall performance of each delivery route.<br><strong>Why it matters:<\/strong> an individual delivery may seem profitable, but the entire route could be losing money.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">How to improve <strong>cost per delivery<\/strong>:<\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Group deliveries by zones and days.<\/li>\n\n\n\n<li>Raise the minimum order size for low-margin drops.<\/li>\n\n\n\n<li>Use route optimization tools to minimize distance and time.<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">How to improve <strong>cost per route<\/strong>:<\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Treat each route as a unit: total cost, total margin, and order density.<\/li>\n\n\n\n<li>Identify consistently unprofitable routes.<\/li>\n\n\n\n<li>Increase sales efforts in low-density areas to gain volume.<\/li>\n\n\n\n<li>Adjust delivery frequencies or combine routes with insufficient volume.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">\ud83d\udcde 4. <strong>Customer satisfaction (automated and actionable)<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>What it measures:<\/strong> the customer\u2019s experience right after delivery, focusing on key service moments.<br><strong>Why it matters:<\/strong> if you don\u2019t catch dissatisfaction early, you risk losing the customer without knowing why.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>How to improve it:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Send a short survey after each delivery<\/strong>, with just 3 questions:\n<ol class=\"wp-block-list\">\n<li>How do you rate the order handling?<\/li>\n\n\n\n<li>How do you rate the delivery?<\/li>\n\n\n\n<li>Any comments or suggestions?<\/li>\n<\/ol>\n<\/li>\n\n\n\n<li><strong>Integrate responses into your CRM<\/strong> for proper follow-up.<\/li>\n\n\n\n<li><strong>Act within 24 hours<\/strong> if a customer gives negative feedback.<\/li>\n\n\n\n<li><strong>Use positive comments<\/strong> to build loyalty or strengthen relationships.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">\ud83d\udcc6 5. <strong>Customer order frequency<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>What it measures:<\/strong> changes in how regularly a customer places orders within a profitable ticket size.<br><strong>Why it matters:<\/strong> tracking whether frequency is increasing or decreasing helps you anticipate churn or double down on loyalty-building efforts.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>How to improve it:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Define a \u201chealthy\u201d frequency range based on customer type and order size.<\/li>\n\n\n\n<li>Set alerts for significant changes in buying patterns.<\/li>\n\n\n\n<li>Reach out proactively if a customer is ordering less \u2014 ideally with a special offer or better terms. If they\u2019re ordering more, reward their loyalty with exclusive perks.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">\u26a0\ufe0f BONUS: Don\u2019t track everything<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">More data doesn\u2019t always mean more insight. What really matters is tracking KPIs that help you <strong>make decisions<\/strong>. If a KPI doesn\u2019t lead to action, drop it.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\ud83d\udca1 What now?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Ask yourself:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Am I tracking what really matters?<\/li>\n\n\n\n<li>Am I making decisions based on these KPIs?<\/li>\n\n\n\n<li>Is my follow-up automated, or am I relying on Excel and luck?<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">If you have any questions about what we\u2019ve explained, email us at <a class=\"\" href=\"mailto:info@redparalela.eu\">info@redparalela.eu<\/a> \u2014 we\u2019ll be happy to help.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In a business like HORECA distribution, what you don\u2019t measure, you can\u2019t improve. And what you measure poorly can lead to the wrong decisions. What are KPIs?KPIs (Key Performance Indicators) are key metrics that help you understand how your business is evolving and allow you to make decisions based on facts \u2014 not just intuition. &hellip; <a href=\"https:\/\/redparalela.eu\/en\/the-kpis-every-horeca-distributor-should-track-and-how-to-improve-them\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;The KPIs every HORECA distributor should track (and how to improve them)&#8221;<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[862],"tags":[869,870,943],"class_list":["post-1703","post","type-post","status-publish","format-standard","hentry","category-sin-categorizar-en","tag-distribution","tag-horeca-2","tag-kpi-2"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The KPIs every HORECA distributor should track (and how to improve them) - Red Paralela BCN S.L.<\/title>\n<meta name=\"description\" content=\"In a business like HORECA distribution, what you don\u2019t measure, you can\u2019t improve. 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