by Christian Mouysset
As we hit the summer of 2026, the hospitality industry finds itself in a challenging situation. Despite Rachel Reeves signalling measures designed to stimulate economic growth, many hospitality operators are still grappling with rising costs and ongoing margin pressure. This has left businesses searching for new opportunities to boost revenue and make the most of periods of increased consumer demand.
For many, the 2026 FIFA World Cup holds the promise of being that salvation, as historically, sporting events have proven to offer huge uplift for hospitality. Euro 2024 delivered 11.3% average sales growth overall, with the group stages driving 15.1% uplift, while the 2022 World Cup delivered 18.6% average sales growth, data from Tenzo reveals.
But a winning performance isn’t a sure thing. Professional sport teams spend countless hours reviewing historic matches, analysing patterns and preparing for different scenarios. Hospitality operators need to approach each shift the same way. With the World Cup now underway, now is the time for operators to review historic data and prepare to act on insights in real-time. After all, real opportunity lies not just in knowing demand will rise, but in understanding when, where and why.
Operators know sporting tournaments can mean success for hospitality but knowing something and understanding how to react are two separate things.
The knowledge for the “how” is at operators’ fingertips – it’s in their data. For example, data from Tenzo customers revealed that England and Scotland fixtures have historically driven some of the highest spikes in demand, with sales uplifts of around 13-15%. From this, operators know to schedule more staff on shift and buy more inventory in advance of home nation matches.
Additionally, the data showed average transaction values increased by around 6%, proving to operators that customers are spending more each visit, not just visiting more frequently. Operators that understand where this valuable data lies and how to access it will have everything they need to succeed.
However, it is not enough to just have access to this data. Operators need to be able to analyse it to distinguish what story this data is telling. Artificial intelligence (AI) forecasting tools can use historic trading data to predict demand around key fixtures. AI’s potential is much more advanced than simple forecasting, however. The tool can now also be a powerful ally in analysis.
By securely connecting an operator’s data with a large language model, the business can ask AI to evaluate the data, identify trends and answer questions regarding how sales may be affected during each match, transitioning data insights into reliable predictions and shift “game plans”. By transforming this historic data into a shift playbook, operators can forecast staff more accurately, adjust stock ordering and plan promotions around likely peak trading windows, ensuring revenue during the season can be maximised.
To truly capitalise on this demand, operators also need to be able to react during service, as sporting tournaments can create very volatile trading conditions. For the World Cup, each shift will be heavily influenced by match outcomes, weather, extra time and penalties and social momentum. These changes will require operators to potentially redeploy staff during surges, manage peak queue times and react quickly to extended dwell time. This is only made possible by technology that converts real-time data into immediate insight and action.
Operators need to track labour, inventory and sales in real time to spot demand shifts and make decisions to protect service levels and maximise revenue. By accessing data insights in real-time, general managers can ensure staffing remains aligned with demand and be presented with opportunities to capitalise on upselling opportunities based on average spend per head.
Instead of relying on retrospective reporting after the match has ended, operators can take real possession of each shift, adjusting staffing, stock, prep levels and promotions based on activity in the venue and on the field. After all, business isn’t a sure sign of revenue success, and the difference between a good shift and a great one comes down to decisions made in the moment.
The World Cup 2026 conditions closely mirror Euro 2024. With both events hosted in the summer, timing is favourable for pubs, beer gardens and evening-trade venues. Considering the evening kick-off times in the UK, historic data proves this is a favourable time for strong hospitality footfall.
Insights from data hold a powerful advantage for those that unlock it. Tenzo analysis of past tournaments shows that for one, businesses should not focus purely on knockout matches or England fixtures. The largest and most sustained uplift came during the group stages, where the sheer volume of matches created repeat trading opportunities across multiple weeks.
Second, increased sales did not simply come from higher footfall alone. Average transaction values also rose during tournaments, suggesting consumers are spending more per visit in football-driven social settings. And finally, the commercial impact extends beyond individual match days. The uplift seen on tournament “rest days” points towards wider behavioural shifts in socialising and hospitality spending during major summer football events.
For hospitality operators holding out hope for hospitality’s victory this World Cup, now is the time to get businesses’ data in shape. In any sporting tournament, success is built on preparation, analysis and adaptability. Hospitality operators need to approach this season in the same way – using historical insights to prepare and real-time data to make winning decisions each shift.
Christian Mouysset is the co-founder of restaurant management and sales forecasting app Tenzo
