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With kick-off times unlike anything UK hospitality has experienced before, the World Cup is reshaping normal trading patterns. We’re tracking what’s happening after each England game, breaking it down by segment and then delivering the insights straight to your inbox.
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Early World Cup trading data is already revealing consistent patterns in customer behaviour. Here are the biggest insights shaping hospitality performance so far.
9pm kick-offs pull the casual dining window forward, with sales dropping sharply as kickoff approaches before demand shifts to pubs, who see strong build-up in the 3hrs before kick-off. QSR pick up demand before and after the game, but not during.
Pubs saw the strongest uplift (up to +59%), while QSR captured the late-night occasion with sales up 84% after 23:00 – a window that rarely performs at that level on a weeknight.
The combination of World Cup fixtures and a heatwave created stronger, earlier demand than either factor would have generated alone.
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