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10 Improvement Successful Logistics for the Euro 2012 For Poland and Ukraine the Euro 2012 was surely the greatest sports event of all time. For HAVI Logistics, it presented a stupendous logistics challenge – probably the greatest we have faced since we started working for McDonald’s. From June 8 to July 1, 16 national teams fought for the European title in fi ercely-contested matches held in worldclass stadiums in Poland and Ukraine. Ultimately, Spain emerged the winner after a tense fi nal against Italy. The Spanish team won due to a combination of factors – precise preparation, tactics, teamwork, speed and perfection on the fi eld – that aptly describe the logistics provided by HAVI Logistics for the numerous McDonald’s restaurants in the fan zones and stadiums. Working with McDonald’s, the HAVI Logistics teams in Poland and Ukraine started more than a year in advance to do the groundwork for the major logistics effort that would be required during the Euro 2012. Large-scale events of this kind require intricate coordination of our customer expertise, sales planning, and transport and warehousing logistics. Whereas our Ukrainian team “only” had to make deliveries to McDonald’s, their Polish counterparts also had to ensure that the services they provided to BP and Coffee Heaven were of the accustomed quality. “These intensive preparations were vital and made in close consultation with our customer,” says Andreas Röder, Managing Director of HAVI Logistics in Poland. “In addition to McDonald’s restaurants, the BP shops and Coffee Heaven outlets reported brisker business during the Euro 2012.” Way before the games, McDonald’s and HAVI Logistics identifi ed locations in and around the fan zones in Poland and Ukraine where sales were expected to soar. “Emergency measures” were then introduced at both HAVI Logistics and Mc- Donald’s for the 355 existing McDonald’s restaurants and 13 McDonald’s restaurants to be set up especially for the tournament.
The idea was to prevent outof-stock situations at all costs. McDonald’s and our local HAVI Logistics companies decided to boost warehouse stocks in both countries several weeks before the big event. Our goal was to keep all the restaurants fully supplied during the European Championship. This meant that on average 50% more pallet spaces had to be provided for each warehouse sector. To achieve this goal, additional warehouse space was rented near the stadiums in both countries. McCafé made its debut at the Euro 2012 this year. This happened, for example, at the media centers in the Polish and Ukrainian football stadiums. At the media center of the German Football Association in Danzig, a complete McCafé was set up to offer the German players and organizers typical German specialties as well as a new item currently making waves in Germany: bubble tea! Just setting up and equipping the McCafé outlets was a logistics tour de force: STI Freight Management transported all the restaurant equipment from Germany to Poland while HAVI Logistics Poland supplied the entire product assortment. Every employee of HAVI Logistics in Poland and Ukraine was involved in preparing for the expected onslaught of fans. The Customer Service teams were on duty 24/7 and 86 trucks, many sporting the Euro 2012 design, were on the road virtually non-stop. On top of all this, our dispatchers and drivers had to observe the special restric- tions imposed on suppliers to the stadiums and fan zones – such as making deliveries only at night or using vans instead of big trucks. Drivers delivering directly to the stadiums had to be accredited and underwent stringent security checks at the entrances. “Despite the many adverse conditions and the staggering amount of overtime we put in, our teams were in high spirits and really pulled together,” said Sergey Ustinov, Managing Director of HAVI Logistics Ukraine. “Extra delivery trips, weekend work and night deliveries were all part of the package but none of this put a damper on the commitment and enthusiasm of our employees.” Andreas Röder added: “It is true that the employees involved were affected by Euro 2012 fever. More importantly, however, they were working together to reach the common goal of making the football tournament a success for our customer.” Thanks to perfect preparations and smooth deliveries, the Euro 2012 was a huge success for both McDonald's and HAVI Logistics. alphabet I AUGUST 2012 11
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