Neighborhood Advantage Can Boost Game-Day Revenue

The World Cup is providing independent restaurants with an opportunity to engage with guests by providing local hospitality as fans without tickets are looking for neighborhood places to watch the games and connect with fellow fans, data from SpotOn revealed. 

“Independent restaurants have something that's difficult to replicate at scale: authenticity and community connection,” said Kevin Bryla, CMO at SpotOn. “The World Cup is ultimately about bringing people together.”

Independent restaurants are uniquely positioned to create that environment because they know their guests, understand their neighborhoods, and can adapt quickly to what their communities are looking for, he added.

The data found that World Cup menu activity isn't limited to traditional soccer markets. Operators across 25 states are finding ways to engage fans. 

“That speaks to a larger opportunity: independent restaurants can become gathering places for their communities in a way that national brands often struggle to replicate,” said Bryla.  

Restaurants are prioritizing accessible, group-friendly beverage programs and fan merchandise, largely priced under $25 to drive traffic, according to SpotOn’s analysis of 204 World Cup-themed menu additions across its platform from March through May.  

Among the highlights:

• Restaurants added 150 percent more World Cup themed menu additions in May than in April  

• Of the menu additions 65 percent were Beverage, 27 percent were Retail or Merchandise (soccer shirts, soccer balls, party supplies, and fan items) while only five percent were World Cup-specific Food and snack items (match-day combos, soccer sweets, and futbol-themed snacks).  

• Demand was not limited to host cities, as Ohio, Texas, and Missouri accounted for 57 percent of state-tagged additions

• To prepare for large parties and international visitors, the use of auto-gratuity among active SpotOn restaurant clients rose from 37.99 percent in April to 39.09 percent in May.

Keep it Simple and Authentic

The operators who tend to perform best during major events like the World Cup are the ones who focus on simplicity, the data said.

“It's tempting to create a large tournament menu, but complexity can quickly create operational challenges when volume spikes,” Bryla suggested. “Instead, focus on a smaller set of high-performing items that are easy for the kitchen to execute consistently and easy for guests to understand.”

Beverages are a particularly important opportunity as the data matches how fans engage: arriving early, staying longer, and often ordering multiple rounds throughout the game. A streamlined beverage program paired with a few strong shareable food options can help operators maximize both efficiency and profitability while delivering a great guest experience, said Bryla.

The World Cup creates an opportunity to participate in a global moment, but guests still choose restaurants because they trust what those restaurants do best, so authenticity matters, the data said. 

The most successful promotions usually build on existing strengths rather than introducing entirely new menu categories, Bryla said, noting that if you already have popular appetizers, sandwiches, tacos, or cocktails, think about how those items can be packaged, named, or presented in a way that connects to the tournament. 

“The opportunity isn't to reinvent your menu, rather it's to make it feel relevant to the occasion while staying true to your brand and operational strengths.”

Expand the Experience with Merch

One of the things that makes the World Cup unique is that fans want to feel connected to something larger than the match itself so merchandise helps extend that experience beyond the visit, Bryla said. The data found that 27 percent of World Cup-themed offerings included some form of merchandise. 

“For operators, it can be an attractive addition because it creates incremental revenue without adding complexity in the kitchen. More importantly, it gives guests something tangible that reinforces their connection to your restaurant long after the event is over. More broadly, any event or limited-time promotion is worth evaluating through that lens. If you're creating a memorable experience, there may be an opportunity to give guests something they can take home and associate with that experience.”

The Long Game: Building Lasting Relationships

Every major event creates an opportunity to introduce your restaurant to new guests, Bryla stressed. While the immediate revenue matters, the bigger opportunity is what happens after the tournament ends and the operators who benefit most from events like the World Cup are often the ones thinking about guest acquisition and retention, not just event-day sales.

“If someone discovers your restaurant during a match and has a great experience, that relationship can continue long after the final whistle. That's why it's so important to capture guest information, encourage repeat visits, and create a memorable experience. The World Cup may last a few weeks, but the guest relationships built during that time can create value for months or even years afterward.”

Top photo: The Brewhouse Cafe in Atlanta, which was named the best soccer bar in the United States by Men in Blazers in 2025. courtesy of SpotOn.