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Glossary

Expected basket

The categories and spend per cover a kitchen of a given menu type buys, from the distributor's own fully-supplied kitchens of that type, applied to a kitchen's covers. The gap per category is the route rep's question at that door.

DefinitionThe categories and spend per cover a kitchen of a given menu type buys, from the distributor's own fully-supplied kitchens of that type, applied to a kitchen's covers. The gap per category is the route rep's question at that door.

A fish restaurant and a steakhouse in the same segment buy different baskets. The average describes neither.

Penetration threshold

Categories that most kitchens of the type do not buy are not expected, so the list is not padded.

How it is computed

For each kitchen type, the categories bought and the spend per cover among the distributor's own fully supplied kitchens of that type.

Example

Fully supplied pizzerias spend 22 percent of their basket on dairy. A pizzeria buying no dairy from the distributor has a gap worth about $14,000 a year at its size.

Where it goes wrong

One basket for all kitchens. A sushi restaurant is told to buy more flour.

Articles that use this term

Data quality and reconciliation

B2B customer segmentation from the ledger, not from personas

How to segment a B2B customer base from data the company holds: the two or three fields that make a segment useful for norms, size, sector and channel, why behavioural fields like order frequency and product mix belong in the measures rather than the segment definition, the minimum segment size that makes a norm mean something, the test that a segmentation is good, and why personas do not survive contact with a ledger.

16 Sept 20263 min readData quality and reconciliation

Baseline and norm: what this account usually does, and what accounts like it do

The difference between a baseline, an account's own typical level from its own history, and a norm, what similar accounts do when the relationship is full, why the two answer different questions, has this account changed and how far is it from where it could be, which measures use which, surge and dormancy against baseline, gap and share against norm, the case where an account is at its baseline and far from the norm, and the rule that both are stated on the line that uses them.

16 Sept 20263 min readWallet share and penetration · Foodservice distributors

Menu-driven demand: what a kitchen should be ordering, given what it serves

How a foodservice distributor estimates each kitchen's expected category basket from its menu type and covers rather than from the segment average: the basket norm per menu type from the distributor's own fully-supplied kitchens, the categories a kitchen of that type buys that this one does not, and the gap valued, so the route rep's list says which categories to ask about at which door.

16 Sept 20263 min readWallet share and penetration · Foodservice distributors

Ten questions a foodservice distributor president asks, and the table that answers each

The ten questions the president of a foodservice distributor puts to the route and national account teams, which kitchens dropped a delivery day, which chain sites are off the agreement while the chain looks compliant, what should each kitchen be ordering given its menu, which order guides are stale, which deliveries landed during service, which accounts take a drop a day for a small order, which kitchens are dormant against their own cadence, what is contribution per account after drops, which chains are under-penetrated by site, and what changed, each with the table from the delivery ledger, the site master and the proof-of-delivery data, and the answer to send back.

16 Sept 20263 min readWallet share and penetration · Construction and building materials

Category share by trade on five accounts: the whole arithmetic on one page

The complete category share by trade calculation on five trade accounts at one branch, small enough to check by hand: each account's spend by category from the ledger, its trade from the master, confirmed or inferred, the trade norm per category from the full-supply accounts of that trade, norm penetration, category share against the norm, the gap per category valued at the account's spend, the untyped account excluded and counted, and the assertion that category spend sums to the ledger, so a reader can reproduce every figure and then run it on their own ledger and account master.

17 Sept 20263 min read