HOtels, REstaurants and CAfes = HORECA

HORECA!  The big word is yet to be unravelled in Nigeria. Little or no information is displayed on search engine result pages for the Nigerian audience. Yet, top companies like Guinness, GlaxoSmithKline and Nigerian Bottling Company advertise vacancies for the position of HORECA brand managers.

Being in the HORECA market is great, but how?  Or rather, what is HORECA?  The term HORECA originated in Holland and is commonly used among European and Asian businesses. However as the global market continues to become smaller, the term entered the United States industry jargon, and now Nigeria. This sector is one of the fastest growing in Europe. In 2004, more than 7.8 million people were employed and the sector generated more than 338 billion turnovers.

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The iconic business term, primarily refers to a sector of the foodservice industry, to establishments, which prepare and serve food and beverages. The term is a syllabic abbreviation to the words Hotel & Restaurant Category but to some, it also may mean Hotel/ Restaurant/ Café (or Hotel/Restaurant/ Caterer, or Hotel/ Restaurant/ Canteen). Some Distributer companies use this term to define the Food & Beverage Service trade channel or the Hospitality trade channel.

The HORECA industry is probably the most dynamic foodservice sector in the world today. Still, navigating all its twists and turns can be tricky. Here, things change fast. What was once the “in thing” can very quickly become yesterday’s news in the world of hospitality, especially in the food and beverage sector.

HoReCa businesses depend on suppliers, distributors and delivery companies to have the most efficient methods of handling storage, transport and delivery. The distribution company must able to make the right delivery at the right time at the right price to hundreds of restaurants, hotels, caterers and other clients. In addition, the distribution company must be aware of characteristics and trends in the complicated restaurant market in order to assist clients in keeping up to date.

Challenges  of the HORECA Industry in Nigeria                  

Innovation and creativity are paramount in the industry, which means that everyone must be on their toes and keep up with the latest dining fad, new materials and new methods of preparing food. Restaurant owners and chefs should be able to easily change the concept of an establishment or reinvent themselves to maintain their relevance in the eyes of diners.

Another major challenge in this industry is franchising. Franchising means that all franchise owners must offer consistent food quality and service.

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Operating a food-based business is complex. One common challenge is meeting seasonal demands, which means supplying both items in season and procuring items that are out of season. Often, food establishments count on their marketing & distribution companies to have to supply items on demand.

Most of the HORECA companies in Nigeria are concentrated in major cities ( Lagos, Abuja, and Port Harcourt). This is as a result of global design and fashion trends that these cities are known for. Model restaurants and hotels also spice up activities here.  

Companies That Need HORECA Services in Nigeria

Top companies in Nigeria seek to employ HORECA specialists from time to time, but unfortunately, just a few people understand the term.  On search engine results pages, searches for HORECA in Nigeria only reflect job vacancies in top companies without showing a detailed analysis of the term. Some of the companies that need the services of HORECA specialists in Nigeria include:

  • Coca Cola - NBC (Nigerian Breweries)
  • Guinness - ( Diageo)
  • Pepsi
  • GlaxoSmithKline
  • FMCGs
  • HORECA Distributors

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Who Can Work In The HORECA Industry?

Job vacancies in the HORECA industry usually require the special skills. Below is a list of requirements for working as a brand activation manager in the Nigerian HORECA industry curated from several job ads. Requirements may be simplified for lower positions.

Skills Needed In The HORECA Industry

  • Understanding of the drinks market
  • Communication Skills
  • Excellent written & spoken English
  • Presentation Skills
  • Ability to manage and cultivate good relationships
  • Ability to identify emerging trends, and communicate that knowledge to key contacts within the team.
  • Strong Personality, Presence, Strong Work Ethic, Style, Persistent, Reliable, Self-Aware, Sociable, Flexible Availability, Self-motivated, ambitious
  • Able to manage time and workload to optimize effectiveness and efficiency
  • Self-starter
  • Ability to work with minimal supervision
  • Business and scene-savvy committed, and passionate
  • Strong Analytical & Planning skills
  • Outstanding local market knowledge, contacts and experience in “the scene

Research Abilities

  • Observation and reports of competitor activities
  • An active search of new opportunities for the business
  • Good experience of executing ATL, BTL, Market Research & Category Management across diverse geographies.


  • .Graduate with working experience
  • Marketing qualification ideal

Now you know that there is a place for you in the HORECA market. You can conduct further researches if you will like to join the industry. You can also send your questions to for more information.

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