Commitment details

Information about the commitment

Submission number 1351261329638-1564
Submission date
  • 26-Oct-2012
Owner of the commitment Diageo
Name of the organisation's representative in the forum Csaba Batyi
Name of the affiliated Umbrella Organisation or Federation
Title of the commitment Makro Smart Serve
Commitment summary The Marko Smart serve campaign is a training tool that aims to provide advice to shop and bar owners on the reponsible selling and serving of alcoholic products. This encompasses further information on alcoholic drinks the correct measures for different alcohol whilst also providing useful material regarding customer interaction and enforcement of the legal age limit for alcohol. The campaign uses a training pack to promote this initiative including a best practice guideline document, a Smart Serve training DVD using different hypothetical scenarios, training cards and further promotional material.
The 4 main areas of focus for the campaign are:
1. To encourage shop and bar owners to strictly enforce the legal age requirements for alcohol and to always ask for ID.
2.To promote the use of designated drivers in order to prevent drink driving and encourage shop and bar owners to promote alternative options.
3. Encourage business owners to create a venue that combines enjoyment of alcohol with a responsible drinking atmosphere.
4. Promote responsible serving measures for alcohol amongst people working in the Alcohol sector.


Link to further information relating to the commitment
Forum members, associated with the commitment
Partners, associated to the commitment
  • Makro

Contact Point

Contact name Isabelle VanLaethem
Organisation Diageo
Title/Position Corporate Relations Manager Benelux
Address
Z.3 Doornveld - Belgium 150
1731 Zellik
Belgium
Tel 0032 473 96 66 37
Fax
Email isabelle.vanlaethem@diageo.com
If the commitment is implemented in more than one Member State indicate for each country the name of the national contact point

Information about the commitment

Background to the commitment (if any) The Marko Smart Serve campaign aims to promote best practice amongst bar and shop owners. The campaign was established in order to promote responsible drinking amongst alcohol consumers. The collaboration with shop and bar owners is seen as an essential part of the process of promoting the consumption of alcohol in a responsible fashion. The initiative further trains providers of alcohol on responsible serving techniques, how to best enforce the legal age limit and how to further promote responsible drinking.

Priority areas
  • Develop information and education programmes on responsible patterns of consumption
Baseline Diageo Benelux in collaboration with Makro decided to implement this campaign in order to promote further best practice and responsible drinking in bars and shops that sell alcohol and helps equip staff to promote responsible drinking in a positive and effective fashion. Diageo Benelux has implemented previous campaigns related to increasing consumer information awareness of responsible drinking and also included tips on drinking in moderation. For this years campaign it was decided that Diageo Benelux should widen its profile and disseminate information directly to retailers and bar owners to further increase information awareness to both distributors and consumers of alcohol through an integrated and collaborative approach with our commercial partners Makro.
Start date May-2012
End date Nov-2012
Expected interim date
  • 28-Feb-2013
Final report date
  • 28-Feb-2014
Member states
  • Belgium
Other concerned countries

Commercial communication

Target
Tool
Description The campaign's main aim is to promote responsible drinking at base level at the point where consumers will purchase alcohol. It is envisaged that through this campaign and the training tools provided that emloyees working in the retail and hospitality sector will be able to promote responsible drinking and self regulate their own practices surrounding alcohol restrictions and the appropriate serving of alcohol. The training pack provided includes a best practices guideline booklet, a Smart serve training DVD and further training cards and promotional material regarding responsible drinking. It is envisaged that through this training, employees working in the alcohol industry will be more aware of encouraging responsible drinking and how best to enforce existing regulations surrounding the sale and supply of alcohol.

Consumer information

Target
  • No target group specified
Tool
  • Training of staff/professionals
Description

Counseling

Target
Tool
Description

Education

Target
Tool
Description

Media

Target
Tool
Description

Youth involvment

Target
Tool
Description

Research

Area
Description

Treatment

Target
Description

Commitment activities in the following Member States

Commitment activities in the following Member States

Information on monitoring

Objectives
Relevance (i.e. how will the commitment contribute to achieving the aim of the Forum ?)

Input indicators

Number of people involved
Time spent (Man/hours)
Cost (please indicate in €)
Other

Information on monitoring

Number of people reached
Number of people in the target group reached
Number of participants in different activities
Web site visitors
Number of products
Number of pamphlets/adverts
Established number of contacts
Other

Outcome and impact

Short term
Medium Term
Long Term

Evaluation details

Tool use
  • Internal evaluators
Type of methodology
  • Structure interviews

Details about the monitoring report

Title of the commitment
Makro Smart Serve
Name of the Forum member organisation owning the commitment
Diageo
Name of the Forum member organisation owning the commitment
Diageo
Is this a report for an ongoing commitment or a final report?
FINAL
What is the time period covered by this report (in the case of a final report, the reporting period is the life span of the commitment)?
June-October 2012
Point of contact for the commitment (the person authorised by the organisation owning the commitment who can be contacted for information about the commitment):
VanLaethem Isabelle
Corporate Relations Manager Benelux
Z.3 Doornveld - Belgium 150
1731 Zellik Belgium
0032 473 96 66 37

isabelle.vanlaethem@diageo.com
Commitment summary (based on summary given in original commitment form):
The Makro Smart serve campaign is a training tool that aims to provide advice to shop and bar owners on the reponsible selling and serving of alcoholic products. This encompasses further information on alcoholic drinks the correct measures for different alcohol whilst also providing useful material regarding customer interaction and enforcement of the legal age limit for alcohol. The campaign uses a training pack to promote this initiative including a best practice guideline document, a Smart Serve training DVD using different hypothetical scenarios, training cards and further promotional material.
The 4 main areas of focus for the campaign are:
1. To encourage shop and bar owners to strictly enforce the legal age requirements for alcohol and to always ask for ID.
2.To promote the use of designated drivers in order to prevent drink driving and encourage shop and bar owners to promote alternative options.
3. Encourage business owners to create a venue that combines enjoyment of alcohol with a responsible drinking atmosphere.
4. Promote responsible serving measures for alcohol amongst people working in the Alcohol sector.
Web site/s relating to the commitment
http://www.makro.nl/public/horeca/horeca-service/schenk-verstandig/Voordeel
Description of the implementation of the commitment
20,000 training packs were distributed to professional Makro shoppers. Makro customers were
informed through several channels (Makro folder, website, mailing, ). Key external stakeholders
& press contacts received a press release and a copy of the training pack.
The training pack consists of information on:
Best practices in responsible selling and serving.
A Smart Serve training DVD using different scenarios, which includes a training help card
Handy pocket-sized pull-out card of useful information and reminders
Smart Serve stickers
Objectives (cf. sections 4-5 of the Monitoring Commitment in Annex II of the Forum Charter): in which way and to which extent have the objectives set out in the original commitment form been achieved in the reporting period?
The objective of the campaign is to promote an increased understanding of responsible serving
of alcohol and how to pour, sell and promote alcohol responsibly, whilst also ensuring that proper
standards and restrictions are applied to the consumption and enjoyment of alcohol. The objective
of the server training programme is to provide owners of bars, clubs and restaurants with tools
to help their staff handle conflict and aid the creation of a safe and secure environment for the
enjoyment of alcohol on their premises.
As the evaluation hasn't taken place yet, it is not possible at this point to assess the extent to
which the objectives have been met.
Relevance (i.e. how did the commitment during the reporting period contribute to achieving the overall aims of the Forum - cf. section 3 of the Monitoring Commitment in Annex II of the Forum Charter)
The campaign is relevant to the aims of the forum by informing, educating and raising awareness
regarding the impact of harmful and hazardous alcohol consumption, and on appropriate
consumption patterns for the responsible enjoyment of alcohol whilst also ensuring that actions
to better enforce age limits for selling and serving alcohol are adhered to. The campaign also
facilitates cooperation in promoting responsibility in and preventing irresponsible commercial
communication and sales. The training programme also encourages servers to adopt responsible
best practices in the provision of alcohol to the general public.
Input indicators (resources allocated to the commitment ("What was done to put the objectives into practice?") - cf. section 5a of the Monitoring Commitment in Annex II of the Forum Charter)
9 people
500 hours
65000 euros
Output indicators (measure from a quantitative point of view the results created through the use of inputs ("What was achieved with the resources allocated to the commitment") - cf. section 5b of the Monitoring Commitment in Annex II of the Forum Charter)
Training packs have been given to Makro for distribution to their customers. Around 16,000 have been distributed, which is in line with expectations considering the limited number of stores.
Outcome and impact indicators (how successful has the commitment been during the reporting period in relation to the original objectives - cf. section 6 of the Monitoring Commitment in Annex II of the Forum Charter. These indications go beyond the minimum agreed requirements to monitor a commitment, and it is expected that this type of evaluation will not be carried out for all commitments.)
Short term
Medium term
Long term
Other
Evaluation details (tools and methods used, internal or external evaluators...)
The partner stores did not run a qualitative feedback. Makro headquarters in The Netherlands shared an overall positive feedback about the responses of customers to the Smart Serve program & initiative.
Other comments related to monitoring the commitment (This section is to be used to add any other information which can be useful in terms of understanding issues relating to the monitoring of your commitment, such as, any major obstacles that have been encountered, sources of data used, etc. If the basic details of the commitment have been changed, this field is to be used to explain why and how they were changed.)
Dissemination (How were the results of the commitment disseminated?)
N/A
References to further information relating to the monitoring of the commitment
Attachments