Pubs Enjoy Surge in Sales Thanks to Extended World Cup Hours and England’s Semi-Final Run
Late-night openings and England’s successful journey to the semi-finals of the World Cup have given pubs a much-needed boost, according to recent figures.
During the tournament, pubs served an extra 30 million pints compared to typical sales, resulting in a whopping £150 million increase in revenue, as reported by the British Beer and Pubs Association (BBPA). This rise in sales outpaced previous competitions, including the Euro 2024 final.
One of the top-performing days was when England faced Mexico early in the morning, with sales nearly doubling from pre-tournament levels. Pubs were allowed to stay open all night, attracting more fans.
In fact, according to Epos Now, three other matches also saw a two-thirds increase in transactions, which was impressive compared to only two games each in Qatar 2022 and Euro 2024 that achieved more than a 50% rise.
Dojo, another payments provider, noted that overall sales during the tournament were 16% higher than normal, 9% better than in Euro 2024.
To complement this surge, Andy Burnham announced a £100 million support package for pubs, including a 20% cut in business rates. While some criticized the government’s approach, it brought some relief to an industry facing challenges, with one pub closing daily in England and Wales last year.
Dawn Slater, who runs the Garrick’s Head pub in Greater Manchester, reported that her sales more than doubled compared to previous tournaments. To accommodate the influx of fans, she added outdoor space and large screens.
“It’s been extremely busy; we were fully booked for every game,” she shared. “People spent more, but it was also costly to prepare. Just the extra TVs and outside bar set us back £8,700. But the profits were worth it.”
Despite the busy match days, quieter periods followed, depending largely on England’s progression in the tournament.
Amy Williams, who manages the George in Witham with her husband Tom, noted a remarkable increase in sales. “We saw a 300-400% rise during the weekday games compared to a normal week,” she said. They even canceled a planned tribute act because there would not have been enough room for her to perform.
While the excitement of the World Cup brought added customers, it wasn’t the same for everyone in the hospitality sector. Restaurants faced difficulties, particularly with warm weather keeping customers away.
Mitchells & Butlers, the largest hospitality chain in the UK, reported steady sales during the third quarter, where gains in its pubs were balanced out by drops in restaurant traffic, especially at brands like Toby Carvery. Overall, restaurant sales fell by 0.7% year on year in June.
In conclusion, while the World Cup provided a significant boost to pubs, the hospitality landscape remains mixed, with some sectors still feeling the strain.
