Hospitality sector puts football World Cup boost on the menu
TAKEAWAYS AND RESTAURANTS AIM TO SCORE FROM ENGLAND’S PROGRESS IN QATAR
EATERIES are hoping to cash in on the first winter football World Cup – but some owners believe their takings will depend on England’s performance in the tournament.
Industry bosses are expecting a spike in takeaway orders during the event in Qatar, where the ongoing round of 16 means there are two matches a day broadcast on BBC or ITV.
Restaurants, takeaways and cafes are offering football-themed offers to mark the first winter free of Covid restrictions since 2019.
It comes amid thousands of hospitality businesses struggling with the rise in energy bills and a staffing crisis.
Ruhul Tarafder, who is offering promotions and has produced World Cup wallcharts at his takeaway Jhal Chilli in Kent, told Eastern Eye: “When there is an England game, takeaways do good, people eat in and watch it.
“[In] Restaurants, it is not as good. In Maidstone [Kent] you would not have them putting in screens because you have to pay a lot to show games, the additional licences cost. It should help that the World Cup is in the winter, people ordering a curry and watching the game. We’re tapping into that market.
“If England do well, that would change everything – I can see a lot of restaurants bringing TVs in as everyone will want to watch it.”
There was a boost to the UK economy from England reaching the final of Euro 2020 and the semi-final of the 2018 World Cup in Russia.
Research estimated Britons spent £193 million in pubs, restaurants and cafes during the last World Cup.
During Euro 2020, south Asian food was the fifth most popular cuisine ordered, with around a four per cent increase in Google searches, a study found. And there was a 52 per cent increase in spending in pubs and restaurants during the tournament compared with the same 31 days in 2019.
Sabbir Karim, who runs restaurant Namaste Kitchen in north London, told Eastern Eye: “The past two years have been very difficult for people around the globe due to Covid, lockdowns and isolation. So I feel that despite the economy [in] crisis, the public are looking for an opportunity to celebrate.
“During the World Cup, there are many people searching for takeaways offering meal deals for delivery or venues showing live matches [for them] to enjoy a hearty meal, a chilled beer, or both.
“There are many ways to maximise your opportunity like offering deals, creating favourite dishes from the world, decorating your venue with flags and creating a fun atmosphere.”
Tina McKenzie, the policy and advocacy chair at the Federation of Small Businesses (FSB), said the at-home delivery and takeaway market has grown hugely
since the last World Cup in 2018, with the advent of new delivery technology.
She added: “We expect this to increase markedly this year as people watch from home but still want to make it an event.
“With many smaller hospitality businesses facing an extremely difficult winter with rising costs – in particular on energy, fuel, ingredients and business rates that are also burdening consumers – it’s an unusual time.
“The recent government energy support FSB got for smaller businesses will give a lot of restaurants and takeaways a lifeline in the shorter term.
“With effective marketing, many may be able to use the World Cup to help get them through the winter.
“As fans plan what they watch, we would ask them to consider choosing where to spend their hard-earned money on food and drink – and to choose small businesses in their local community, as it’s these that are most under threat.”
Among the takeaways with football fever is Aamnah Sam in West Totton, Hampshire, which has a football meal deals menu for £10 and £15.
Syed Ahmed, editor of Curry Life magazine, said: “People are coming out of the Covid situation.
“Businesses are relying on takeaway orders during the World Cup, but there is a lot of competition and third-party platforms charge a lot for deliveries and fees.
“People want to stay in and watch the games. For pubs and bars, it is okay but restaurants have a different atmosphere.
“It comes at a difficult time. The domestic energy bills are shocking.”