Key facts
- Deliveroo reported a significant increase in orders for London restaurants and retailers during England's World Cup group-stage games.
- BBQ orders more than doubled in London, while picnic orders nearly doubled.
- Premixed cocktail and ready-to-drink beverage orders rose over 40%, and pizza orders increased by almost 40%.
- Nationally, sparkling wine orders rose over 20%, and late-night deliveries increased by nearly 40% after matches.
- Analysts estimate the UK food and drink industry could generate an additional £4.2bn during the World Cup period.
- Deliveroo and Waitrose have extended delivery hours to cater to late-night match viewing.
England's performance in the World Cup has significantly boosted sales for London's restaurants and retailers, according to new data from Deliveroo. The food delivery platform observed a sharp rise in orders during the Three Lions' group-stage matches, indicating that consumers are turning football viewing into a culinary occasion.
Exclusive figures reveal that BBQ orders in the capital more than doubled during England's games against Croatia, Ghana, and Panama. Similarly, orders for picnic items nearly doubled, coinciding with a period of warm weather. Consumers also increased their spending on higher-value items, with demand for premixed cocktails and ready-to-drink beverages rising by over 40%, and pizza orders climbing by nearly 40%.
Suzy McClintock, vice president for consumer at Deliveroo, highlighted how these moments create significant opportunities for businesses on their platform, driving demand precisely when customers' appetites are highest. This trend is not unique to London, reflecting national patterns where hospitality businesses benefit from the tournament.
Across Britain, Deliveroo noted a more than 20% increase in sparkling wine orders during England's group-stage fixtures. Post-match deliveries also saw a substantial rise, averaging almost 40% as consumers opted for late-night convenience. The data also indicated a growing preference for healthier options, with poke bowl orders increasing by almost 30% nationally, alongside stronger demand for salads.
These findings align with broader industry forecasts. Research by money.co.uk projects that the UK food and drink industry could generate an additional £4.2 billion in revenue between May and July, a 9.3% increase over a typical year. This surge is attributed to heightened demand across both restaurants and delivery services.
The shift towards watching matches at home has also prompted retailers and delivery operators to adapt. Deliveroo has extended delivery times with partners like Nando's, Sainsbury's, and Morrisons for England's knockout games. Waitrose has also expanded its late-night grocery delivery services in response to increased demand during the tournament. YouGov research further supports this, suggesting that 60% of viewers are more inclined to watch late-night World Cup matches at home, presenting ongoing opportunities for food delivery and grocery retailers.