This summer, the scene is set for the ringing of tills in bars and pubs across the UK as major sports events – from Euro 2024 to the Summer Olympics – will see fans gathering to watch the action. What can SMEs in the hospitality industry do to capitalise on the increased footfall?
This year’s ‘summer of sport’ represents a bright spot in what is undoubtedly a tough trading environment for the hospitality sector. Pubs, bars, and restaurants can take advantage of the increased footfall that will be driven by major tournaments and competitions, and now is the time to start preparing.
As sporting summers go, 2024 is set to be a big one for pub, bar and restaurant operators who can make real gains given the right preparations.
This season of sporting activity kicks off in June with the UEFA Champions League Final, taking place at Wembley Stadium on June 1; just two weeks later Germany will lift the curtain on Euro 2024, which will see 24 countries battle it out for the premier prize in European international football. The final – taking place on 14 July – coincides with the final day of the Wimbledon tennis championship, which serves its first games two weeks prior.
July also sees the return of the F1 British Grand Prix, but before that the ICC T20 World Cup, hosted by the West Indies and the US, will be ongoing throughout the month of June. The Summer Olympic and Paralympic Games take place in Paris, France, from the end of July and the middle of August respectively.
Taking advantage of a captive audience
The evidence that live sport drives footfall and revenue is clear. Earlier this year, spending at UK pubs increased by 23% year-on-year on the final day of the Six Nations Championship , according to Barclays Consumer Spend data, a report that further found that the volume of transactions at pubs and bars during the rugby tournament were up 19% in comparison to an average Saturday in 2024.
In addition, a 2023 report from CGA by NIQ and Sky Business found that on average 8.5 million British consumers had watched sports games and events while dining or drinking out in the six months prior to the report.
The average spend of those visiting to watch sports was found to be 36% higher than other customers, while 87% of those surveyed said they stayed longer when visiting a pub to watch a game and 89% were more likely to return to a venue if they screened sports.
Landlords who were surveyed for the report confirmed that investing in the right facilities to screen major sporting events in the right setting paid off – more than two thirds (68%), of those surveyed agreed their revenue increases were a direct result of showing live sport and 41% said it raises spend per head.
“This research confirms the enormous value of live sport to Britain’s pubs, bars and drinks suppliers. These venues give people memorable and communal experiences that simply can’t be replicated at home, especially during major football competitions, and these occasions not only boost spend but improve reputation,” said Andy Dean, CGA by NIQ’s client director – hospitality operators and food. “With businesses and households alike facing major cost pressures it’s more important than ever to provide compelling reasons to eat and drink out, and investing in live sport is an excellent way to keep people coming through the doors.”
Invest in the venue – and customer comfort
Now then is absolutely the time for pubs, bars, and restaurants across the country to consider how they can maximise their opportunities to benefit from the expected boost to spend on food and drink out of home.
It will though likely involve some investment to ensure that an operation can compete with the market.
First and most crucially, audio visual (AV) equipment needs to be good quality. And once the relevant licenses and subscriptions are purchased, ensure TV screens are sufficiently visible across the premises.
Depending on the space available, consider installing one large screen in addition to smaller screens, providing a central point for the larger occasions.
Any outdoor space should be optimised and premises should consider the extreme weather that sometimes comes with a British summertime. While comfortable seating, lighting, and heating options need to be considered, so to should sun protection and coverage from rain This is premium space, especially in cities, so ensure it is comfortable and inviting for customers.
To capitalise on the increased spending of sports fans, encourage them to stay for dinner too. Even a couple of units of basic foodservice preparation equipment will make a difference. A grill to prepare burgers, a toaster for paninis and a fryer to cook chips, for example, can suffice for a basic menu, which can also include cold sandwiches and wraps that are easy to prepare with little equipment.
Finally, set yourself apart from the pack and make the customer experience as smooth as possible by choosing point of sale (POS) equipment that makes it easy for the fans. And consider using software that enables ordering and payment from the table. Ever since the enforced changes of the Covid pandemic, consumers have increasingly embraced technology as part of their ordering experience. According to research by Censuswide, two thirds of customers are now more likely to visit a pub or bar with a digital app.
Of course, there is not much point in making investments for an expected busy summer if no one knows about it. Use local and social media platforms to spread the word and introduce food and drink promotions. Perhaps even consider sweepstake competitions and raffles to entice customers.
There are a number of important factors for operators to consider, but putting all the right elements in place now will ensure hospitality venues are in a good position to make the most of this summer of sport – right from the kick off.
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