The World Cup isn’t a one-day spike. It’s a multi-week stretch of repeat demand, stacked match windows, and group ordering moments that build over time.
For restaurants, that’s not just exciting. It’s a serious revenue window.
But this is where most operators fall behind. They wait for schedules. They wait for hype. They wait until customers start asking where to watch.
And by then, they’re already reacting.
The restaurants that win during the World Cup don’t start in June. They start now.
Because what happens during those matches is determined by what you build ahead of time. Your menu, your staffing, your marketing, and your ordering systems all need to be ready before the first kickoff.
This is a 60-day runway. And the earlier you start, the more control you have over the outcome.
Build for Groups
The biggest shift during the World Cup is how people order.
This isn’t a typical dinner rush. Customers are watching together, ordering for groups, and looking for simple, shareable options that work for everyone.
If your menu is built around individual entrées, you’re adding friction.
Instead, guide the order.
Make it obvious what to get, how much it feeds, and how it’s meant to be shared. When you do that, you increase order size and speed up decision-making at the same time.
Turn Your Menu Into Order Formats
This is where structure drives revenue.
Don’t just list items. Build formats that match how people actually order during a game.
A Match Day Bundle that feeds two to three. A Hat Trick Combo built around three core items. A Watch Party Pack designed for larger groups.
These formats remove friction and increase average order value.
Keep builds simple and scalable. Wings, tenders, pizza, sliders, fries, and shareable sides work because they travel well and execute fast.
Anchor bundles with one standout item if you want visual appeal. Think a soccer ball pizza or a signature wing flavor. Then round it out with dependable crowd-pleasers.
Layer in beverage tie-ins like Kickoff Cocktails or Extra Time Margaritas, and you’ve created a menu that feels event-driven without slowing down your kitchen.
Add Personality Without Slowing Down the Line
There’s room for creativity, but it has to be operationally smart.
A few themed items can add energy and give you something to promote, especially on social. But they should be easy to execute and easy to scale.
Think visual, simple additions. A soccer ball pizza. Spicy Penalty Kick Wings. A Championship Cup Sundae.
Even small touches like Golden Boot Cookies or Halftime Hot Dogs can bring personality without adding complexity.
The goal is not to reinvent your menu. It’s to make it feel like part of the moment.
Build for the Watch Party Delivery Moment
Most operators treat the World Cup like a dine-in event.
Packed bars. Full tables. High energy.
But a huge portion of customers are watching from home. And they’re ordering in groups.
That’s the opportunity.
Delivery orders during the World Cup tend to be larger, less frequent, and higher value. Customers want one easy solution that feeds everyone.
When your menu is built around bundles and watch party packs, you meet that need directly.
Focus on combinations that travel well and feel complete. Wings, sliders, nachos, fries, and shareable sides. Add drinks or desserts where it makes sense.
If it doesn’t travel well, it won’t perform.
Identify High-Value Matches
Not every game will drive the same level of demand.
Focus your energy on the matches that matter most:
- USA matches
- Mexico matches
- Major international teams with strong local followings
- Weekend games
These are your revenue anchors.
Plan staffing, promotions, and inventory around them.
Promote the Moment, Not Just the Menu
Marketing during the World Cup starts before the first match.
By the time kickoff hits, customers have already decided where they’re ordering from or where they’re watching.
Your advantage is showing up early.
Start positioning your restaurant now as the go-to for both watch parties and delivery. Tie your messaging to match times, key games, and weekends.
Promote bundles. Highlight shareable formats. Use simple, clear hooks.
You’re not just selling food. You’re selling the experience of watching the match.
Take Away
The World Cup doesn’t create chaos. It exposes it.
If your systems, menu, and operations aren’t built for volume now, they won’t hold up when demand hits.
But if you plan ahead, simplify your offering, and build for how people actually watch and order, you can turn World Cup fever into consistent, high-value delivery dollars.
What’s Next
Planning is what separates busy from profitable during a high-demand event like the World Cup.
Right now, your focus should be on building the systems, menu structure, and marketing foundation that can handle volume when it hits.
Because once the matches start, there’s no time to rethink your approach.
In May, we’ll break down exactly what execution looks like, from high-performing bundle builds and match-day promotions to menu strategies you can plug in and run immediately.
Eileen Strauss
Blog Writer, The Secret Sauce
