England’s World Cup campaign has delivered a boost for restaurants and retailers across London, with new Deliveroo data showing a sharp increase in orders during the Three Lions’ group-stage matches.
Exclusive figures shared with City AM show BBQ orders more than doubled across the capital during England’s matches against Croatia, Ghana and Panama, while picnic-related orders nearly doubled as fans combined football with the recent spell of warm weather.
Demand for premixed cocktails and ready-to-drink beverages increased by more than 40 per cent, while pizza orders rose almost 40 per cent, suggesting many consumers opted for higher-value food and drink purchases while watching the tournament from home.
Suzy McClintock, vice president for consumer at Deliveroo, told City AM: “Londoners aren’t just watching the football, but turning it into a proper occasion. With a rise in orders for picnics, pizzas, to pre-made cocktails during the England games, we are helping fans celebrate no matter where they choose to watch a match.”
“It is also a reminder of the real opportunity these moments create for the restaurants and shops on our platform – match nights drive meaningful demand, and we’re proud to help them reach customers right when appetite is highest.”
Match nights drive spend
The London figures reflect wider national trends as hospitality businesses benefit from England’s progress through the tournament. Across Britain, Deliveroo said sparkling wine orders increased by more than 20 per cent during England’s three group-stage fixtures, while orders placed after the final whistle rose by an average of almost 40 per cent as consumers turned to late-night deliveries.
The data also points to changing consumer preferences during this summer’s tournament, with poke bowl orders rising by almost 30 per cent nationally alongside stronger demand for salads.
The findings come as analysts forecast a wider boost for the hospitality sector, with research by money.co.uk estimating that the UK food and drink industry could generate an additional £4.2bn in revenue over the May-to-July World Cup period, equivalent to a 9.3 per cent increase on a typical year, driven by stronger demand across restaurants and delivery platforms.
The shift towards home viewing has also prompted retailers and delivery operators to extend opening hours. Deliveroo has lengthened delivery times with partners including Nando’s, Sainsbury’s and Morrisons for England’s knockout fixtures, while Waitrose recently expanded late-night grocery deliveries after reporting increased demand during the tournament.
The data also aligns with YouGov research suggesting 60 per cent of viewers are more likely to watch late-night World Cup matches at home, creating even more opportunities for food delivery and grocery retailers as England’s knockout campaign continues.
