Peaking World Cup Fever

With the start of the Men’s Football World Cup only days away, it’s hard to miss. Or is it? This time it seems that the old buzz of yesteryear is missing. The time when the nation got prepared for the coming football fiesta. Yet prepared the catering trade needs to be for the nights, when it might be unexpectedly busy or quiet. Not least for efficient staff planning, but also to maximise trade.

A Big Noise or No Noise

The funny thing preparing this blog was it appeared that the noise around the competition was low. But once, the writer’s focus changed, yes there was the literal promotion on the back of the old cereal packet. Yes, there are world cup-related trailers on the main channels. And yes, there are adverts to upgrade your TV so you don’t miss a thing. In yesteryear the biggest sales of TVs by a large margin were always at World Cup time. Now with a tweak by one of the major brands in the last week, there is a very explicit connection to the competition.

It could of course be the result of competing distractions. Many football fans will have been caught up in the end of the season finals and play-offs. Aston Villa and Crystal Palace fans are celebrating once-in-a-lifetime experiences of winning in Europe. While 60 years of hurt for England will dampen even the most optimistic sports follower or the general public! It may all take off in June.

Key England Times

England have one more preparatory friendly before the World Cup starts. This is against New Zealand at 21.00 on 6th June. If this was rugby, that is a match to be seen; soccer perhaps less so.

The competition kicks off on 11th June with co-hosts Mexico on that Thursday with USA and Canada on the Friday.

The England Group Games are:

• Croatia 17th June 21.00
• Ghana 23rd June 21.00
• Panama 27th June 22.00

And then it is into the Round of 32 when the knockouts begin for the top 3 teams in each group. Way too many permutations to consider which games England will be in to share times now. There is a game that might however set the Cup alight. If USA finishes second in Group D and Iran second in Group G, then they will meet in the Round of 32! Hopefully that game will be in Mexico or Canada.

If England progress to quarters (9-12th July) and semis (14/15th July) be aware that most games are in the evening, but at least one has a 2.00am kickoff. Obviously hold 19th July 20.00 for the final just in case!

Don’t forget that Scotland are in Group C and may progress further, but with their games at 23.00 and 02.00, not particularly helpful for our trade unless it’s a lock-in!

World Cup Takeaways

The World Cup gives caterers choice to respond as the England run progresses (or not) to gain extra trade from supporters or those not interested at all. For most of our colleagues, it will be difficult to ignore as doing so will impact overall profitability.

A perhaps bigger lesson is to review how you are promoting locally and to wider customers in a world where in the noise and hype, the old givens may no longer apply. But your business needs to be heard.

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