England’s World Cup clash against Ghana delivered a major boost for the UK’s hospitality sector, with new data revealing pub spending surged by 176% during the match.
Figures from card payment provider Dojo show average spending in pubs across the UK increased by 176% between kick-off at 9pm and midnight compared with the same period over the previous two weeks.
The uplift was also 8% higher than England’s opening World Cup match against Croatia, when spending rose by 168%.
The biggest spending spike of the evening came immediately after the final whistle, with pub sales soaring by 450% at 11pm as supporters headed to the bar to celebrate England’s victory.
Spending remained significantly above normal levels after the match, with increases of 299% at 11.10pm and 137% at 11.50pm as fans continued celebrating until last orders.
Dojo’s analysis, based on spending data recorded every 10 minutes throughout the day, also found that breaks in play prompted notable increases in sales.
The first hydration break, around the 22nd minute, saw spending rise by 125%, up from an 82% increase just 10 minutes earlier. During the second hydration break, spending climbed to 225%, compared with 176% beforehand, meaning hydration breaks generated an average spending increase of 151%.
Half-time also proved to be a lucrative period for pubs, with average spending rising by 164% at 9.50pm, 192% at 10pm and 178% at 10.10pm as supporters took the opportunity to buy food and drinks before the second half.
Charlie Ashworth, head of data and insights at Dojo, said: “It’s been great to see football fans supporting their local pubs during the World Cup already, and our data paints an optimistic outlook for hospitality venues throughout the rest of the tournament.
“Venues across the UK should make the most of this opportunity by taking proactive steps to cut queues, drive fast payments and sales, and ensure fans don’t miss a second of the action when at the bar or making an order.”
Ashworth said having reliable payment technology in place would be key to helping venues maximise sales during busy matchdays.
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He added: “In hospitality, having a reliable and always-on payment system in place is one of the most important steps to maximising takings. During busy trading periods such as World Cup matches, even a few minutes of payment disruption can result in a significant loss of sales, with reliability playing a key role in driving customer loyalty.”
The findings highlight the continued importance of major sporting events to the hospitality sector, with football fans continuing to drive significant increases in trade for pubs throughout England’s World Cup campaign.
