Marketing

GOOOOOOOALLLLLLL: Fast casual restaurants capitalizing on World Cup fever

Along with national pride and fan excitement, this year's FIFA World Cup provides restaurants with an opportunity to increase their customer base. Experts tell FastCasual how this works.

Source: Shutterstock

June 15, 2026 by Amy Sorter — Writer and Editor, Connect Media

Summarize with

Placer's R.J. Hottovy

The FIFA World Cup is underway.

For the host cities, this means an influx of international visitors and fans filled with national pride and a chance for restaurants to fill their stomachs with soccer-themed menu offerings, whether they're watching from the couch, a restaurant booth or a bar stool.

"Historically, promotions tied to large events like the World Cup have had a positive impact on restaurant visits," R.J. Hottovy, head of analytical research at Placer.ai, told FastCasual. "The magnitude varies by chain and promotion type, but we've seen event promotions drive anywhere from a mid-single-digit lift in visits to 20% or more."

Looking beyond the numbers

Circana data shows that 66% of fans plan to watch matches at home, while just 7% expect to gather at a bar or restaurant. While that 7% of the away-from-home metric might seem small, the reality is much different.

Circana also reported that 19% of Americans are interested in the World Cup. At the same time, a recent Seton Hall Sports Poll reported that 33% of Americans, 81% of soccer fans, 51% of sports fans and 67% of avid fans plan to watch or follow the tournament. Many of those watching from home or at friends' houses will still rely on restaurants for meals, snacks and delivery orders during the monthlong event.

For the 7% gathering in bars and restaurants, the attraction extends beyond simply watching the match on television.

"People don't want to watch the match, they want to experience it with other people," Kevin Bryla, chief marketing officer at SpotOn, told FastCasual. "For most fans, bars and restaurants become the closest thing to being in the stadium. They provide the energy, excitement and sense of community that simply doesn't exist when you're watching alone at home."

SpotOn's analysis of 204 World Cup-themed menu additions from independent restaurants found that beverages dominate the category. Operators are also creating match-day experiences through merchandise and group-friendly food offerings.

"Nearly two-thirds of the World Cup-themed menu additions we analyzed were beverages, and 27% included merchandise," Bryla said. "Both point to the same trend: Operators recognize that guests are coming together to participate in something bigger than a meal."

The opportunity isn't limited to restaurants.

"Grocery, party-oriented chains and retail near venues all see spillover, so the opportunity runs well beyond match day," Hottovy said.

SpotOn's Kevin Bryla

A younger audience

According to Hottovy, Placer.ai data shows soccer crowds behave differently from fans of other major sports.

"Our event trade area data shows they skew Millennial and Gen X, travel farther, and show a stronger affinity for globally inspired menus and less for craft beer," he said.

Circana's findings echo those observations, noting that World Cup fans are also younger, multicultural and urban. The research also found that these consumers favor QSR categories, including juice and smoothie concepts, bagel shops, bakeries, soup and salad brands and Asian-inspired restaurants.

What about World Cup fatigue?

One potential challenge for operators is promotional overload, which could lead to World Cup fatigue.

Bryla acknowledged the risk but said the stand-out restaurants might not be those with the largest themed menus or the most discounts.

"They're the ones that create an atmosphere people want to be part of," he said."Fans are looking for the energy of a crowd, the excitement of watching together and the feeling that they're sharing a moment with their community."

Hottovy said operators can avoid fatigue by tying promotions to specific matches or rivalries, such as U.S.-Mexico matchups.

"Simple offers may also see more success than running wall-to-wall discounts for six weeks," he said.

A unique occasion

Unlike many sporting events, the FIFA World Cup generates interest that extends well beyond traditional sports fans. While Circana's 7% of restaurant-going viewers may seem small, it represents a passionate audience, particularly given that matches are being played in the United States this year.

"The World Cup is one of the few events that consistently brings people together across communities, generations and backgrounds," Bryla said.

As a result, restaurants can become a local version of the stadium experience.

"The menu, drinks and merchandise all help reinforce that sense of occasion and belonging," he said.

Hottovy agreed, noting that promotions tied to events such as the World Cup provide operators with a built-in occasion and emotional connection.

"This provides them with an opportunity to convert occasional guests during what's typically a slower early-summer daypart," he said.

Who's doing what?

The following are examples of World Cup-themed promotions from quick-service and fast-casual brands.

Ethnic

Source: Chipotle

The Halal Guys

The Halal Guys' Fan Feast Meal, available through July 19, feeds up to five people and includes a choice of one protein or a combination of two.

Nando's
Nando's will host World Cup watch parties in Dallas on June 17 and in Atlanta, Chicago and Washington, D.C., on June 27.

During the week of June 22, the brand's Chicken Response Team will distribute free match-day meals and bottles of PERi-PERi Saka in Washington, D.C. Fans can also request a delivery by tagging @nandosusa on Instagram.

Pollo Campero
Pollo Campero is offering a limited-time Goooool lineup that includes the Goooool Box, Goooool Bundle and Goooool Catering Bundle. Customers can also purchase a soccer-themed refillable cup for $5.

Through July 31, while supplies last, the chain is also selling a limited-edition Pollito Campeón plush. Five thousand customers who unwrap a plush featuring a golden soccer ball will receive a year of free Campero.

Beverages

Pret A Manger
Pret A Manger is offering 50% off matcha beverages on June 16, 22, 25, 27 and 30, and July 5 and 19. The promotion is available at New York City locations and applies to hot and iced matcha drinks of any size.

Jamba
Jamba's June Monthly Mystery Smoothie is the Hat Trick Tango Smoothie, a blend of peach, mango, pineapple and strawberry flavors. The limited-time beverage is available through June 30.

Wings

Source: Buffalo Wild Wings

Buffalo Wild Wings
Buffalo Wild Wings' Matchday Menu features six international Heinz dipping sauces, including Peri Peri from South Africa, Maple Sweet Chili from Canada and Smoky Elote from Mexico.

The sauces are available through the Around the World Dip Flight, the Around the World Sampler, and the Around the World Dipper Bundle. The chain is also serving the Red Card Punch and Yellow Card Margarita, along with 100-ounce Michelob Ultra Beer Towers.

Wings Etc. Grill & Pub
Wings Etc. Grill & Pub is offering buy-one-get-one-free food deals and schooner specials through June 27 at participating locations across 13 states.

Fast Casual/Entertainment

Dave & Buster's
Dave & Buster's Human Crane prize attraction will feature tickets to soccer matches nationwide, including the tournament final in New York. Soccer-themed games include World Soccer and Kick N Win.

The chain is also offering its Hat Trick Watch Experience, a ticketed championship-match watch party featuring unlimited wings, fries and gameplay. Tickets start at $24.99. Tournament-themed food, beverages and merchandise are also available.

Chipotle
Chipotle has introduced a limited-edition World Cup jersey available through the Chipotle Rewards Exchange. Loyalty members can redeem 10 points for a chance to win one of the jerseys through June 24. Winners will receive their jerseys before the tournament final.

Jason's Deli
The fast-casual restaurant chain is offering Deli Dollars loyalty program members the opportunity to unlock exclusive offers and bonus points each time the U.S. men's national soccer team scores during the tournament. Those participating in "Deli Dollars Gold Rush" can score freebies, including desserts, soups, sandwiches and more.

Donuts

Source: Shipley Do-Nuts

Krispy Kreme
Krispy Kreme Rewards members who purchase any dozen doughnuts will be automatically entered for a chance to win an exclusive Krispy Kreme soccer jersey. The promotion ends June 17.

Shipley Do-Nuts
More than 40 Houston-area Shipley Do-Nuts locations and one Dallas-area store are offering soccer-themed half-dozen and dozen doughnut boxes through July 4.

Delivery

Grubhub
Grubhub is offering rotating freebies, buy-one-get-one deals and $0 delivery and service fees on restaurant orders of more than $50 from late June through mid-July. Promotions will vary by week.

About Amy Sorter

Amy W. Sorter is an award-winning journalist, copywriter and content producer. Sorter has generated quality articles, blogs and thought leadership pieces for multiple industries during her many decades as a writer. Her byline has appeared in local and national publications including the American Business Journal, Connect CRE, Bankrate, CURE Magazine and the Dallas Morning News.

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