Key facts
- Deliveroo reported a significant increase in London orders for food and drinks during England's World Cup group-stage matches.
- 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. 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, representing a 9.3% revenue increase. Research suggests 60% of viewers are likely to watch late-night matches at home. Deliveroo and Waitrose have extended delivery hours to cater to late-night match viewing. The British Beer and Pub Association reported that an extra one million pints could have been sold after pubs were granted extended licenses, with English fans spending an additional £20m at the bar on each of the Three Lions’ matchdays. A run to the Fifa World Cup final could see England fans generate an extra £250m in retail and home-viewing spend, with a knockout run potentially adding £75m-£150m.