The UK foodservice industry saw a modest 1.2% growth in consumer traffic in June 2024 compared to the previous year. However, this seemingly flat picture hides a more dynamic story, shaped by Euro 2024 and the Olympics.
Euro 2024 Fuels Pubs and Bars
The highlight of this summer’s sporting season for industry fortunes was Euro 2024, particularly England’s run to the final. Pubs and bars, traditionally a popular place for football supporters to meet and watch games, experienced a 7% year-on-year increase in visitors during the month-long tournament.
Regional Variations in Pub Traffic
This trend was unevenly distributed across the UK, England as whole saw more than an 8% growth in visits, but London fell below this nationwide average. Scotland demonstrated the smallest increase, while Northern Ireland and Wales reported the largest growth in footfall. Interestingly, the Republic of Ireland mirrored these trends, with pub visits rising by a substantial 7% during tournament matches.
Casual Dining Takes a Hit
While pubs enjoyed a profitable period, casual dining establishments experienced a 4% decline in footfall when compared with the same period in the previous year. This shift suggests people in greater numbers were opting to watch games at home, potentially ordering takeout and delivery instead of dining out.
Delivery Booms for Fast Food
Fast-food chains also saw a reduction to the number of in-store visits, although partially offset by a surge in delivery orders from football fans gathering at home to watch matches. KFC offered a delivery bundle for £10 and McDonald’s launched two event related delivery deals – The Squad and Burger Deals. Notably, Just Eat, an official UEFA sponsor, played a prominent role with enticing promotions like 25% off food and free delivery during England’s match days.
Targeted Promotions Drive Success
Many venues employed special deals, themed menus, and food promotions to capitalise on the football frenzy. Greggs were offering free rolls every match-day while England or Scotland remained in the tournament. Dominos’ promotions featured a free pizza worth £15 via a cashback partner. Beverage and snack sales, particularly beer, and finger foods, witnessed a significant rise as fans gathered to cheer on their teams.
Olympic contests off the field
The Euros undoubtedly boosted fortunes for pubs and the delivery sector, but it also highlights the vulnerability of casual dining to drop-offs in footfall. This poses challenges for businesses in a sector already engaged in a tough competition to retain customers. How might they respond in an effort to reverse the trend towards fewer diners during international sports events?
The CEO of Meaningful Vision, Maria Vanifatova comments: “The Euros served as a powerful reminder of how events can shape consumer behaviour. The contrasting fortunes of pubs and fast-food delivery, with casual dining, highlights the importance of strategic marketing initiatives to UK foodservice businesses. Operators looking to benefit from the increased spending generated by sporting contests like the Euro 2024 should be well prepared in advance, with targeted promotions, themed menus, and new products to drive customer engagement.”
