Bistrology - Saving time and streamlining online presence
Running a gastropub or casual snacking/dining operation in today’s competitive market takes a lot of hard work. To help independent restaurateurs save time and promote their businesses, Solina’s foodservice brand Apollo teamed up with Lactalis and Kraft Heinz in Belgium to launch the Bistrology web platform. A roll-out of the concept in The Netherlands is in the pipeline… This dynamic online tool offers day-to-day inspiration and guidance on keeping customers loyal through good, enjoyable food, and a user-friendly marketing dashboard to manage the restaurant’s digital presence without expert skills. Bistrology is aimed at chefs and owners of gastropubs or bistros, snackbars and mid-range restaurants. It helps them meet their marketing and commercial imperatives, while raising the profile of Apollo - Solina Foodservice brand - and its partners, and creating a direct connection with this target audience.
An “add-on” reward to boost demand
Apollo, Lactalis and Kraft Heinz only distribute through wholesalers in Belgium – we have no direct contact with end buyers in restaurants – so we developed Bistrology to reinforce awareness of our brands and drive demand for our products. Ordering from us gives restaurateurs access to the Bistrology platform: a service that makes their lives easier. The boost it gives them in the complex area of online marketing is a big benefit they really appreciate.
For us, Bistrology offers a way to forge relationships with the restaurateur community and foster loyalty. The platform attracts new business and creates a pull effect that strengthens our position among wholesalers with a view to increasing our market share. The next phase will be a joint online ordering system for the three brands, to streamline the purchasing process. We’ll be promoting the service online and offline in 2019 through a phased lead generation program.