The FIFA World Cup isn’t just a sporting spectacle, it is an opportunity for restaurants, pubs and bars to thrive. With the 2026 tournament coming to North America, the time is now to prepare your venue to attract fans who are hungry and eager to celebrate together. 

Sports create an unmatched environment for hospitality. When games are on, football spending and dwell time all increase, and the 2026 World Cup promises to be bigger than ever. 

During football matches:

• Guests typically arrive 43 minutes early and stay over 45 minutes afterwards, meaning at least 3 hours per visit
• 41% of fans say the lively atmosphere is a key reason they choose pubs over watching at home

Recent data showed that during the 2022 World Cup in the UK:

•  $1.17 billion was spent on food and drink during the tournament 
• Pubs and bars saw sales spike of up to 33% during major England fixtures like England vs USA

These patterns are predictable and repeatable. With England facing teams like Croatia and Ghana in their groups, the matches promise to draw large, engaged audiences and a lively atmosphere for viewings.

To fully capitalise on the World Cup 2026, food businesses should focus on preparing their venue, service, and menus to handle the surge of fans.

• Stock up on The Sausage Man products – our sausages are fast and easy to cook, simple to serve, and perfect for high demand pub, bar and restaurant environments. Having them ready ensures your kitchen can keep up with the pace while delivering delicious, crowd pleasing food 
• Extend the licensing hours during key matches of the Men’s World Cup 
• Decorate your venue and beer garden to create an inviting, festive space
• Align your menu, drinks, offers, and atmosphere to encourage longer visits, larger groups and repeat business
• Plan your capacity and staffing to handle peak crowds
• Offer fast, Free WIFI – 85% of patrons expect it and nearly 64% say a poor connection makes them less likely to return.

But why choose our sausages you might ask? 

Simple. They are built for busy service, high demand and customers who expect great food every time! 

• High meat content = filling, satisfying portions

• Gluten-free range makes catering to more customers effortless

• Easy to batch cook and hold during busy service periods

• Consistent quality every time, even at high volume

DON’T FORGET YOUR VEGAN CUSTOMERS 🌭⚽

Don’t leave your vegan customers out this World Cup. 

Offering no plant based options means missed sales and limited choices for groups. You can serve vegan hotdogs that deliver the same great taste and speed, so everyone can enjoy the matchday experience. 

Reinvent burgers with schnitzel and frikadellen

No matter the game, burgers are fan favourites – the ultimate hero of any menu. Whether it is our crispy cornflake chicken Schnitzel burger or a hearty frikadellen burger, there is no World Cup experience without them. When there is action on the pitch, the real star will be these burgers on your plate!

Schnitzel Burger

• Crispy, golden schnitzel served in a bun

• Easy to customise with slaw, cheese, sauces or spicy toppings

• Feels premium, fills a gap between fast food and pub classics

• Perfect for football crowds looking for something more substantial

The 2026 World Cup is your golden opportunity to make your venue the go-to destination for fans – not just to watch the games, but to enjoy great food too. While preparing your venue is essential, offering food that elevates the experience is just as important. That’s where The Sausage Man comes in, providing sausages and meats perfect for high-volume service. Stock up, plan ahead, and turn your venue into the ultimate hotspot for football fever.

Source and further reading:

https://www.bii.org/BII/BII/News/Articles/live-sports-boosts-pub-spend.aspx#:~:text=The%20survey%20also%20found%20that:%20*%20**People,sport%20can%20boost%20spend%20and%20improve%20reputation** 

https://www.stonegatepubpartners.co.uk/news/what-the-last-world-cup-did-for-uk-pubs-(and-what-2026-could-mean-for-your-business)-fVWzYyHG9NyVXjDjUnEu