Dallmayr Gastronomie Service

On the way to digital sales force.

Dallmayr Gastronomie Service GmbH & Co. KG uses Qlik Sense to optimise its distribution processes.

Dallmayr, Heimbs and Azul have long positioned themselves as reliable partners in the catering industry. All the expert knowledge relating to coffee, tea and drinking chocolate has therefore been brought together in a single distribution company – Dallmayr Gastronomie Service GmbH & Co. KG – to offer a nationwide customer service.

In this context, a major focus was also the best possible supply of comprehensive and up-to-date information to sales staff. All relevant customer data should be available on the go before meetings. To achieve this, investments were made in hardware – for example, each sales colleague was equipped with an iPad – and the previously used software now had to meet new requirements.

The QlikView solution already in use could not meet the new requirements, which is why it was decided to migrate to Qlik Sense. With the support of celver AG, this project could be carried out efficiently and the previously set goals were achieved.

Today, more than 80 sales representatives use the mobile application to manage their sales activities much more efficiently and flexibly.

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"I think that our project approach with the close involvement of the different user groups and the support of celver AG, as well as the agile implementation approach was crucial for the success of DataSpot."

Bettina Schäffer, Business Intelligence Manager at Dallmayr

Type of project

Migration from QlikView to Qlik Sense

Development of a mobile Qlik Sense application ("Dataspot") for the sales force in the Gastronomy Service unit


Qlik Sense



Advantages & benefits

Modern design and easy operation

Faster and more detailed evaluation options availale at the right time

Development of individualised evaluations

Dynamic framework for migrating from QlikView to Qlik Sense


The long-established company Dallmayr, based in Munich, is a German delicatessen company with a tradition going back more than 300 years and is now one of the best-known German coffee brands outside Bavaria. Coffee and Vending & Office have developed into the company's largest business units over the past 50 years. The various business areas of Dallmayr include "Dallmayr Coffee", "Vending & Office", "Delicatessen", "Catering", "Restaurant" and "Shipping and Gift Service".


Here, the focus was on the added value that data-driven companies use as a competitive advantage for themselves at an early stage. In 2011, QlikView was introduced to evaluate data for internal company departments, such as the internal sales force, in order to be used in the field service shortly afterwards.

"This gave the sales force access to the information they needed, but the large number of evaluations and large tables made it slow and cumbersome and was not up to the current requirements," says Bettina Schäffer, Business Intelligence Manager at Dallmayr. "What the employees needed was quick and easy access to information on the go. A tool to better prepare for your sales pitches on the go. This required mobile work capability and access to tailor-made information was only partially provided by the QlikView solution."

Initiated by the establishment of the new sales company, the associated further optimization of sales processes and the equipping of all field staff with iPads, the previous analysis solution based on QlikView was put to the test. It quickly became clear that new software was needed, in this case Qlik Sense. Together with celver, the possibilities of migration were worked out in order to achieve the desired goals.

What at first glance might look like a simple "version change" from QlikView to Qlik Sense is, however, quite a challenge in terms of implementation. Not so much from a purely technical point of view, but rather because of the self-service approach - which was new to us. Here, the experience of celver's consultants helped, motivating us again and again to cut old ties and see requirements, whether old or new, through the self-service perspective and implement them in Qlik Sense in an optimised way.


The implementation of the new Qlik Sense application with the project name DataSpot followed as if from the textbook. Initially, a working group was formed consisting of district managers, a key account manager, the IT manager and the managing director. Then several workshops took place to define requirements, on the basis of which mockups of the later analyses were developed.

Although these steps were largely self-directed, it was helpful for celver to point out important approaches to be taken into account when migrating from QlikView to Qlik Sense:

  • Do away with the old, not a 1:1 copy
  • Objective: (Governed) self service
  • Rethink the data integration and model
  • Early involvement of the various types of users
  • Consideration of information design concepts
  • Consideration of the user concept with regard to new functions
  • Change management through intensive training

The actual implementation was based on an agile approach. Celver developed prototypes based on the provided mockups. These were tested in workshops and possible improvements were defined, which were then implemented promptly. A number of Vizlib objects in Qlik Sense were used for the visual design of the DataSpot so that, for example, the interactivity of the navigation could be improved. In addition, the existing data model was optimised by celver and a higher-performance star scheme was implemented, which, in addition to the improved appearance and functionality, has also led to a higher level of acceptance.

After the development was completed, right at the start of the go-live, training was carried out in each district. "This was decisive for the acceptance of the new solution, because the sales representatives were taken along better as they can use the solution optimally for their purposes on the move,” says Bettina Schäffer. "The intuitive dashboard makes it a lot easier to prepare for the sales pitch. I can immediately see everything important at a glance," explains Dietmar Rickers, District Manager at Dallmayr Gastronomie Service.

Customer benefits

Around 80 sales representatives are now actively using the Qlik Sense DataSpot. The goal of providing the sales force with the most important current key figures quickly and flexibly was fully achieved. “I can now simply use DataSpot to get what I need in terms of data and analyses." This made my preparation for sales calls a lot easier. At a touch of a button, I know what I need to know. And everything is available when I am on the go", says Dietmar Rickers. "I think that our project approach with the close involvement of the different user groups and the support of celver AG, as well as the agile implementation approach, was a key factor in the success of DataSpot, explains Bettina Schäffer. "Because the working group was involved from the start, they now benefit from the fact that their requirements have been implemented. You get all the information you need and can now react more quickly to customer visits. In addition, the back office is relieved, as the effort for creating individual analyses for the field service is no longer necessary. "Now the users in the field can get all the necessary information themselves with the mobile DataSpot. The offline availability is also a big plus," says Bettina Schäffer.

Due to the success of this first migration project, follow-up projects have already been started together with celver. Qlik Sense is currently being used in procurement for the delicatessen business QlikView will be gradually replaced by Qlik Sense throughout the company.

What do cherry crumble cake and an iPad have in common? Take a seat in the Qlik Afterwork Bar and learn first-hand how Dallmayr, with the help of Qlik partner celver AG, digitized and revolutionized the company's processes.

Qlik Afterwork Podcast: Between coffee and pie charts


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