As restaurants across the U.S. prepare for the influx of fans expected during the 2026 FIFA World Cup, operators are weighing how to capitalize on one of the largest global sporting events ever staged on North American soil. While host-city venues may see significant traffic spikes, opportunities extend far beyond stadium districts, creating potential demand for sports bars, casual-dining brands, breweries and neighborhood gathering spots nationwide.
But increased traffic alone does not guarantee stronger profits. Operators must balance staffing, menu execution, promotions, inventory planning and guest experience to make the most of the tournament's multiweek run. To better understand how restaurants are preparing, Bar & Restaurant News spoke with Mark Wasilefsky, head of restaurant and franchise finance at TD Bank, about the sales opportunities, operational challenges and long-term customer acquisition strategies tied to the World Cup. Wasilefsky leads the bank’s efforts to support growth, acquisitions and innovation in the restaurant and franchise sectors.
He shared insights on everything from watch-party economics and seasonal staffing to the investments operators are making now to turn tournament buzz into lasting business growth.
What are operators hearing about World Cup–driven traffic and how does it compare to other major sports events?
Operators generally expect meaningful but highly concentrated upside, host markets and strong soccer-viewing neighborhoods provide the beat opportunities. While many are pointing to the not the Super Bowl as a comp, that’s a single day. This is more like the Olympics, or a mix of March Madness or playoff run, but with destination tourism added in. Operator sentiment suggests host-city restaurants could see double-digit sales lifts, particularly near venues and in proven watch-party locations, while the broader U.S. effect is more modest and will be harder to predict. One forecast pegs the U.S. foodservice lift at about $1.9 billion, driven by international visitors, venue oriented demand and watch-parties. This is a real opportunity, but in a margin-constrained industry, traffic only matters if operators prepare to convert it profitably.
Why do restaurants outside host cities benefit and which concepts are best positioned?
Restaurants outside host cities can still benefit because the event creates a nationwide viewing occasion, not just a single occasion. The spillover comes from local fan communities, immigrant and expat populations, college towns, offices organizing group viewing and consumers searching for a reliable place to watch together. The concepts best positioned are those that can create a social viewing experience easily will benefit most: Sports bars, casual dining, breweries and fast-casual come to mind. The opportunity is strongest where the operator can become a local gathering spot, not just a place with TVs. That’s why neighborhood bars, high-energy casual concepts and locations with patios or flexible seating often outperform more formal formats.
What dayparts get the biggest lift and how should operators adjust staffing and menus?
The biggest lift is tied directly to kickoff windows, so operators should think in three waves:
- Pre-match arrival
- In-match service
- Post-match release
Because the 2026 schedule spans breakfast, lunch, afternoon, dinner and late night, operators may see unusual demand in morning and midday dayparts, not just prime-time bar business. That means breakfast cafés and coffee-forward concepts can benefit when matches land early, although many of these businesses are unprepared for viewing. Bars and casual-dining operators should be more ready for compressed surges before kickoff and again immediately after the final whistle. Menu-wise, the winning playbook is a tight, high-throughput menu: Shareables, platters, snack bundles, portable appetizers, pitchers and combo meals that are fast to execute and easy to upsell. Staffing should be concentrated around those surge windows rather than spread evenly across the day.
How should operators structure watch parties, drink specials and themed promotions without hurting margins?
Operators are structuring promotions around bundling, throughput and guardrails, not deep discounting. The most margin-protective approach is to lead with fixed offers—beer/app bundles, group platters, pitchers, limited themed cocktails and pre-order packages will help planning and margin management. Broad happy-hour style discounting across the menu is more difficult and provides no new opportunities. Simplifying SKUs, steering demand toward high-contribution items will help. Industry data suggests operators are already leaning heavily into beverage-led offerings (higher margin), merchandise and activity-based items rather than overcomplicating the food menu. Just as important, brands need to be careful with event-related language and official marks in marketing unless licensed as well as considering local zoning laws.
For restaurants near host venues, what are the biggest operational challenges and what should they prioritize?
Near host venues, the biggest challenge is usually not one thing—it’s managing demand across staffing, traffic flow, inventory and hours all at once. The top priority should be staffing and service readiness. If the team cannot absorb the surge, the operator loses both revenue and guest experience. After that, operators should focus on inventory planning tied to more desireable match rounds rather than over-ordering the whole tournament. Tracking how crowds actually move between stadiums, transit hubs, rideshare areas and surrounding neighborhoods will benefit those in the commuting line. Extended hours can help, but only if labor, security and late-night menu execution are aligned. The smartest venue-adjacent operators are planning around pedestrian flows and bottlenecks—not just distance from the stadium.
What strategies are working for recruiting and managing seasonal staff for a short-term surge?
The recent trends of simplifying roles, fewer staff and better training will be valuable here. Operators can use a mix of short-term hiring, internal transfers, perhaps even alumni staff and recruiting to build a flexible bench. The key is to prepare staff for a very different service pattern than a normal busy weekend especially the chance of large groups arriving at once, standing-room traffic and emotional, high-energy moments around scores and match endings. Cross-training hosts, runners, bartenders and expo roles is especially valuable because it gives managers more flexibility during those peak windows. It is still difficult to find experienced managers and culinary staff, so retention and productivity matter as much as recruiting.
Are operators making meaningful investments ahead of the World Cup and how are they thinking about ROI?
Yes—but most are making targeted, practical investments, not transformational bets – this is after all a one time event. The focus is on things that improve conversion and execution quickly: Additional screens or sound, POS and ordering configuration, labor planning tools, menu engineering, merchandising, multilingual service touches, patio utilization and digital promotion. The ROI lens doesn’t lie, can this investment:
- Help capture multiple match windows over several weeks
- Increase average check
- Improve throughput
- Possibly pay off after the tournament ends
Margins remain under pressure and operators are prioritizing investments that improve both guest connection and operating efficiency.
What separates brands that create memorable fan experiences from those that treat this as purely transactional?
The difference is whether the brand acts like a host or just a retailer. Transactional operators put the game on and hope traffic shows up. The stronger brands choreograph the experience: Clear sightlines, sound on, easy seating, staff who know the flow, culturally relevant food and beverage touches (only if you know how to make the correctly!), country- or community-specific moments and an atmosphere that is fun and feels real. They understand that fans are buying energy, belonging and convenience, not just a burger and a beer. There is execution and reputational risk here, the most successful operators also match the promise to the experience—if you market yourself as the neighborhood’s best place to watch, the in-store experience has to deliver.
How can restaurants turn World Cup traffic into repeat customers and long-term loyalty?
The smartest operators are treating the tournament as a customer acquisition event, not just a sales event. That means capturing guest information through reservations, waitlists, loyalty sign-ups, QR ordering, or follow-up offers; giving first-time visitors a reason to come back during the tournament and more importantly, to come back when it is over, is critical to maximizing the ROI on your spend. The long-term win is when a venue becomes the default gathering place for that guest segment even after the final match.