World Cup crowds are giving US bars and restaurants a lift, but beer is not the only drink benefiting from matchday traffic. Data from Square shows that non-alcoholic beverages and mocktails saw a bigger increase in orders than beer during the FIFA World Cup group stage. Soda orders also grew faster than beer, suggesting fans are not only turning to alcohol while watching matches.
Square based its analysis on millions of transactions processed between June 11 and June 27. Bars and breweries saw revenue rise 8% during the group stage, helped by a 20.2% increase in late-night transactions compared with the baseline period.
The traffic boost was strongest in cities hosting World Cup matches. Square found that bar and brewery transactions jumped sharply in some host markets, with Boston and Philadelphia among the cities seeing especially strong growth.
Restaurants outside the bar and brewery category saw a smaller lift. Full-service restaurants recorded a 3.5% increase in transactions, while quick-service restaurants saw a 3.1% increase.
Perhaps the biggest surprise in the data is the growth of non-alcoholic drinks. Major sporting events are usually closely linked with beer sales, yet Square’s data suggests the move toward alcohol-free and better-for-you options is continuing even during one of the world’s biggest football tournaments.
Beer is unlikely to lose its place at the bar any time soon, but the figures point to a broader change in what customers expect. More fans now want alternatives to the usual matchday pint, helped by the growing presence of mocktails and premium soft drinks on menus.
Restaurants and bars are well placed to benefit from the World Cup rush. More importantly, venues may need to recognise that not every fan watching a match will want the usual drink in hand.