Key facts
- Spanish bars are increasing beer and staff in preparation for the World Cup.
- Over 50% of Spanish football fans are expected to watch matches in bars, according to a LaLiga study.
- Changing consumer habits post-pandemic mean many fans prefer watching games at home.
- The hospitality sector estimates a potential 25-30% increase in revenue on match days.
- Bars are adapting menus and receiving promotional support from distributors.
- Early kick-off times due to time zone differences pose a challenge for some establishments.
Spanish bars are making preparations, including increasing stock and staffing, for the upcoming World Cup, hoping to capitalize on increased customer traffic. However, the reality for many establishments is more complex than in previous years.
A study by LaLiga suggests that over half of football fans in Spain intend to watch World Cup matches in bars, indicating Spaniards are the most likely Europeans to follow tournaments away from home. Despite this, some bar owners, like Santi Vidal of El Cuadro in Madrid, are not anticipating a rush for early games, noting that fans often prefer watching at home.
Vidal attributes this shift in habits to the pandemic, stating that football nights were once "absolute madness" but are now more subdued, with many preferring to gather with friends at home. Data from Numerator's Worldpanel confirms this trend, with two-thirds of fans expected to watch from their living rooms and spend more on takeaway food and drinks. A Glovo report further supports this, estimating 80% of Spaniards will stay in, ordering pizza and burgers.
The industry association, Hostelería de España, estimates that bars could see revenue increases of 25% to 30% on match days with favorable kick-off times, potentially exceeding €130 million if Spain reaches the final. Average customer spending is projected to rise by about 11%, to between 13 and 18 euros per person per match.
To attract patrons, some bars are adjusting their menus. Julocho García, owner of El Amarillo beach bar, is temporarily switching from fresh produce to sandwiches, nachos, and burgers. Jacob Medina of El Portón has extra staff on standby, anticipating a significant increase in business if Spain advances. Distributors are also supporting bars with decorations and promotional items.
Time zone differences are a key consideration. While some early evening kick-offs might suit beach bars, they could be less appealing for establishments in cities like Madrid during hot weather. The supply chain is also feeling the impact, with bars ordering drinks like beer, soft drinks, and water in advance to avoid shortages.