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

Sporting events, especially football, are traditionally great business boosters for bars and delivered catering. Will the 2022 edition of the FIFA World Cup in Qatar, somewhat decried, keep its promises in the face of the boycott of some? NPD group 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 performances of the Blues. While evening consumption generally represents only 7% of visits to cafes, bars and brasseries, underlines NPD Group, the indicator had risen to 10% in visits and 12% in expenditure over the months of June-July 2018 with an over-representation of men (56% of visitors in the evening, compared to 48% in normal times). A real momentum was also recorded in cafes, bars and brasseries for people over 50, on match nights (with 20% of visits during matches against 14% necessarily). On the delivery side, pizza was a hit with young people: in July 2018, the share of 18-34 year olds in these orders was 68%, compared to 45% normally.

Conviviality in winter mode!

Change of decor and atmosphere with a competition in winter. Exit the terraces or even the outdoor screens and the nocturnal meetings seated around a meal. While the matches broadcast during the day lead to frequentation of cafes, bars and pubs, the game is likely to be very different in the winter months. And catering at the table, served in the dining room at this time of year, appears to be the least reconcilable circuit with match times, mostly broadcast during the day (11 a.m., 2 p.m., 5 p.m. and 8 p.m.), explains the research firm .

In cold weather and faced with the economic situation, it is likely that spectators will choose a cocooning and festive evening at home, in order to be able to gather in large numbers, while limiting expenses related to drinks, Maria Bertoch, Restaurant 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 delivered catering, which has been able to become part of the habits of the French since the health crisis, will appear as one of the major supporters of the sporting event. . Especially since the last World Cup, the market share of home delivery has doubled in commercial catering, going from 3 to 6% of visits in September. Pizza, an unbeatable member of the “TV, beer, pizza” trio during football evenings, will it lose ground in the face of the diversity of catering offers offered by aggregators? This question remains unanswered as the launch whistle has just sounded. Indeed, if the pizza presents an order delivered out of four in 2018, it only counts for one order out of 10 today (from January to October 2022). This decline benefits the burger, which is experiencing an opposite progression: one in six orders has included a burger in delivery since the start of 2022, compared to one in eight in 2018. Among the big winners of this end of the year, the research firm believes also to the performance of dark kitchens, these multi-brand virtual restaurants (including burgers and pizza of course), which were to see their activity stimulated during the championship, by betting on the local delivery menu and on an attractive and calibrated offer. If, as Groupe NPD points out, the effects of a possible boycott can influence the forecasts, the fact remains that the competition remains a business opportunity and that restaurateurs who want to take advantage of it have every interest in adjusting meal offers for groups, such as platters and snacks to share with friends, if they want to score points. The aim is to attract supporters early and retain them in the evening thanks to happy hour entertainment, while the “cocooning on the sofa” trends will remain the main opponent of out-of-home catering.

Leave a Comment