3 Ways the World Cup Can Boost Business for Bars and Restaurants

Restaurant franchisor Sawsan Abublan’s Shawarma Press location in Arlington, Texas, is located just a free kick away from AT&T Stadium, a host site for the 2026 World Cup. As a result, Abublan is currently refining pep talks for her staff.

Because, once the World Cup gets underway in earnest this weekend, North American establishments could be inundated with customers before, during, and after the event’s international soccer matches.

“The key is creating a lively, but efficient environment – and fast-moving service that allows guests to come in, enjoy the game, and get back to their day,” Abublan told The Food Institute.

Restaurants and bars the world over are preparing for sport’s most anticipated tournament – which includes 48 nations, takes place through July 19, and is hosted in cities throughout the U.S., Canada, and Mexico.

For those operating bars and restaurants, the World Cup is big business.

“It’s an outstanding opportunity for operators to attract new customers that may not otherwise visit their restaurants,” said Mark Wasilefsky, head of restaurant and franchise finance at TD Bank.

By taking a few careful steps, restaurants and bars can rake in serious revenue over the next five weeks. Here’s how to seize the moment.

Lean into Creative LTOs

The FIFA World Cup includes nations both big and small (i.e. Haiti, Ivory Coast, and Cape Verde). That presents establishments with an opportunity to get creative with their menu, offering unique flavors from all over the globe.

“With global teams drawing local interest, there’s an opportunity to connect culturally with specific fan bases,” Abublan noted. “For example, Team Jordan will play a match in Arlington, so Texas operators will highlight Shawarma Press’s new Sumac Chicken Shawarma – a modern twist on the traditional Jordanian ‘Musakhan’ dish, bringing authenticity and storytelling in a way that resonates.”

There’s no need for bars and restaurants to abandon menu items that their loyal customers love. But major events like the World Cup offer a chance to get imaginative.

“There’s a reason traditional pub fare (wings, pizza, and burgers) win during games,” said Matt Rinehart, VP of food & beverage at HRI Hospitality. “But there’s an opportunity to have fun [this summer] – maybe rotating special, or a featured cocktail tied to a country – anything to add personality without slowing down the operation.”

Spread the Word on Social Media

For bars and restaurants, the easiest strategy leading up to major sporting events is to explain your business’s plans for gameday, via social media.

“Communication is key,” said Robert Holland, the director of operations at FIRE+ICE Grill + Bar. “Restaurants should post match times, viewing plans, food and drink specials, and any special activations on social media well in advance.”

Food and drink specials during televised World Cup matches can lure customers and encourage them to stay for multiple games.

“If a city is hosting large-scale activations or community events around the tournament, I also recommend getting involved,” Holland said.

“Being part of the broader celebration helps restaurants gain visibility (and) connect with fans.”

“Making customers aware that you’re embracing the World Cup and offering food or drink specials tied to the tournament can help draw larger crowds – I don’t think it’s something operators should ignore,” Wasilefsky said.

Encourage ‘Extra Time’

On game day, it pays to let customers linger in your establishment. The more World Cup matches customers watch, the more money they’ll likely spend.

By hosting World Cup watch-parties and selling bundled meals, operators can boost sales this summer.

“It’s about layering in convenience and engagement,” explained John Plew, the CEO of Thirsty Lion, a scratch-kitchen and cocktail chain. “For example, incorporating QR codes on branded cups, or merchandise that allow guests to interact, unlock offers, or make purchases adds a modern, tech-enabled element to the viewing experience.”

That strategy, the CEO added, helps operators “create a high-value offering that encourages longer stays and higher check averages.”

The 2026 World Cup is a 39-day, 48-team gauntlet. For bar and restaurant operators, that may sound like a daunting summer. Fortunately, foodservice experts are confident soccer fans’ enthusiasm will be in ample supply, well into July.