Role Purpose

The Business Development Representative – HORECA is responsible for driving pull-through sales from distributors to end-users within the Food Service and HORECA segments, including restaurants, QSRs, caterers, and hotels.

The role focuses on creating demand, building strong customer relationships, executing activation strategies, and growing market share and revenue through effective end-user engagement and distributor collaboration.

Key Responsibilities

Sales Growth & Business Development

Drive revenue growth within the Food Service and HORECA market by identifying, onboarding, and developing new end-user accounts.

• Grow business by targeting new restaurants, QSRs, caterers, and hotel groups.
• Service and expand existing end-user and distributor relationships to ensure retention and account growth.
• Arrange meetings, menu presentations, and product trials to drive product adoption.
• Negotiate within authorised parameters and close sales opportunities.
• Achieve monthly, quarterly, and annual revenue targets as set by management.

Customer Relationship Management

Develop and maintain strong professional relationships across assigned territories.

• Conduct structured call cycles (daily/weekly/monthly) across allocated areas.
• Serve as the primary point of contact for distributors, chefs, outlet managers, and procurement teams.
• Maintain regular communication through in-person visits, calls, and digital channels.
• Resolve customer concerns and escalate quality-related matters where required.

Distributor Management

Collaborate closely with distributors to ensure effective market execution.

• Ensure stock availability, correct pricing, and promotional compliance.
• Align on joint business plans, activation calendars, and priority target accounts.
• Support distributor sales teams with product training, menu applications, and selling tools.
• Track and report on distributor performance and execution compliance.

Activations, Demonstrations & Product Training

Drive product penetration through experiential marketing and training initiatives.

• Execute in-store and in-kitchen activations, cooking demonstrations, and wet demos (including weekends where required).
• Ensure activation stock is forecasted, booked, and available.
• Conduct structured staff training sessions to increase menu penetration and product usage.
• Track return on investment (ROI) and capture feedback from activation activities.

Merchandising & In-Outlet Execution

Ensure strong brand presence and correct product application in outlets.

• Demonstrate correct product usage during menu trials and presentations.
• Install and maintain relevant branded point-of-sale material where applicable.
• Monitor distributor and key account compliance with pricing and listing agreements.

Market Intelligence

Provide actionable insights to support competitive positioning and growth.

• Gather competitor intelligence including pricing, promotions, and product performance.
• Identify risks and opportunities within allocated regions.
• Track SKU penetration, menu listings, and regional sales patterns.

Reporting & Administration

Maintain accurate sales records and reporting.

• Update CRM systems with all visits, activities, pipelines, and opportunities.
• Submit weekly and monthly reports on activities, performance, and market insights.
• Provide activation summaries, training logs, and product trial results.
• Follow daily planning procedures and coordinate draft sales orders with the sales administrator.

Health & Safety

• Participate in safety forums and required training programmes.
• Report all safety incidents promptly.
• Comply with company safety policies and procedures.
• Wear protective clothing where applicable.