Football World Cup 2022. Pizza, burger and dark, the likely winners

Sporting events, especially football, are traditionally good business boosters for bars and caterers. Will the 2022 edition of the FIFA World Cup in Qatar, somewhat abandoned, keep its promises in the face of boycott by some? NPD groupe has put on the cleats and delivers its predictions.

Everyone remembers the impact of the 2018 World Cup, which created national momentum, and for good reason. France had won the competition and the commercial catering as a whole had also won the game to the rhythm of the Blues’ performance. While evening spending generally accounts for only 7% of visits to cafes, bars and brasseries, NPD Group underlines, the indicator had risen to 10% in visits and 12% in spending during the months of June-July 2018, with an over-representation of men (56% of evening visitors, compared to 48% at normal times). Real momentum was also recorded in over-50s cafes, bars and brasseries on match nights (with 20% of visits during matches compared to 14% normally). On the delivery side, pizza was a hit among young people: in July 2018, the share of 18-34 year olds in these orders was 68%, compared to 45% normally.

Coziness in winter mode!

Change of decor and atmosphere with a competition in winter. Leave the terraces or even the outdoor screens and the nightly meetings sitting around a meal. While the matches broadcast during the day favor the frequency of cafes, bars and pubs, the game is likely to be very different in the winter months. And the dining at the table served in the dining room at this time of the year seems to be a less compatible circuit with match times mostly broadcast during the day (at 11:00, 14:00, 17:00 and 20:00), studio company explains .

In cold weather and faced with the economic situation, it is likely that the spectators will choose a cocooning and festive evening at home, in order to gather in large numbers and at the same time limit the expenditure on drinks, Maria Bertoch, foodservice expert at The NPD Group.

Burger-pizza in competition and dishes to share in the first division

Faced with the probable absence of an activity on the terrace, it is very likely that the provided catering, which has been able to become part of the habits of the French since the health crisis, will appear as one of the biggest supporters of the sporting event … Especially since the last World Cup, the home delivery market share has doubled within commercial catering, going from 3 to 6% of visits in September. Pizza, an unrivaled member of the “TV, beer, pizza” trio on football nights, will it lose ground in the face of the diversity of catering options offered by aggregators? This question remains unanswered as the launch whistle has just sounded. In fact, if the pizza represented one order delivered in four in 2018, it counts for only one order in 10 today (from January to October 2022). This decrease benefits the burger, which is experiencing an opposite development: every sixth order includes a burger in delivery since the beginning of 2022, compared to every eighth in 2018. Among the big winners at this end of the year, the research firm also believes that the execution of dark kitchens, these multi-brand virtual restaurants (including burgers and pizza of course), which should see their activity stimulated during the championship, by betting on the local delivery menu and on an attractive and calibrated offer. If, as the NDP Group points out, the effects of a possible boycott could affect the forecasts, the fact is that competition remains a business opportunity and that restaurateurs who want to take advantage of it have every interest in adapting meal offers to groups that eg. like plates and snacks to share with friends if they want to score points. The goal is to attract followers early and retain them in the evening thanks to happy hour entertainment, while “cocooning on the sofa” trends will remain the biggest opponent of out-of-home catering.

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