Early in my career in Zimbabwe, I worked in HORECA, Hotels, Restaurants, and Cafeterias, as a Channel Development Executive.
At the time, it felt like a hustle role. Long days. Constant movement. Endless relationship building.
Looking back, it was one of the most valuable learning grounds of my career.
Here is what it taught me.
People influence decisions more than brands do
In retail, the product often speaks for itself.
In HORECA, people speak for the product.
The waiter, the bartender, the manager. These are the real influencers.
I quickly realised that if they believed in your brand, you would win. If they did not, you were invisible.
It is not just about being seen, it is about where you show up
A hotel bar is not the same as a cafeteria.
A busy restaurant is not the same as a roadside outlet.
Each space has its own energy, its own customer mindset, its own expectations.
You learn to adapt. Not just your product, but your approach.
Training changes everything
Some of the biggest wins came from something simple. Training.
Helping staff understand the product. Showing them how to recommend it. Giving them confidence.
One good recommendation at the right moment could outperform a whole marketing campaign.
That stayed with me.
Execution will humble you
You can have a great plan, but if the product is not available, or the branding is off, or the relationship is weak, it all falls apart. HORECA taught me discipline. The small things matter. Consistency matters.
Relationships are the real currency
This was not a desk job. It was built on being present. Visiting outlets. Talking to people. Solving problems. Following through.Over time, trust builds. And when trust builds, business flows.
The bigger lesson
HORECA helped me understand something simple but powerful which is that people do not experience brands in boardrooms.
They experience them in real life, in real moments and those moments are shaped by people, context, and consistency.That is where brands either win or lose.
Leave a Reply