The FIFA World Cup group stage has helped drive a modest surge in food and beverage occasions, according to new data from Square.
Bars and breweries saw an 8% revenue increase during the World Cup group stage, powered in part by a 20.2% jump in late-night transactions, compared to baseline period, Square said. The point-of-sale and restaurant tech company based its analysis on millions of transactions processed between June 11 and June 27.
Of particular note, non-alcoholic beverage and mocktail orders saw a greater increase than beer, as did sodas, according to Square. Non-alcoholic drinks’ outperformance could indicate the shift toward better-for-you drinks is durable enough to withstand the popular passions of an international sporting tournament. Food items also saw strong increases.
How the World Cup has changed restaurant transactions
The surge in consumer traffic at bars was geographically concentrated in cities hosting World Cup matches, with especially strong transaction growth in Boston and Philadelphia, Square found.
Host city bar traffic surged during the group stage
Concepts outside the bar and brewery segment saw much more modest increases in traffic, with full-service restaurants boasting a 3.5% transaction increase and quick-service operations managing a 3.1% lift.
Restaurant brands and operators have looked to the World Cup as a promotional opportunity. Buffalo Wild Wings, a major sports bar chain, launched a “pick six” for $19.99 match day deal, which offers diners two entrees, two sides and two soft drinks, as well as a limited-time Matchday Menu with new dipping sauces that pay homage to various geographical regions involved in the soccer tournament. Taco Bell is running a multi-faceted marketing campaign including the ability for consumers to earn emotional support tacos in the brand’s app.
