The data: US bars and breweries recorded an 8% revenue increase during the opening round of the World Cup compared with baseline periods, per Square, which analyzed millions of transactions from June 11 to June 27, 2026.

• Late-night hours had an even sharper lift during the group stage, with transactions rising 20.2% between 10pm and 1am.
• Host cities led the surge, with Boston up 28%, Philadelphia up 23%, Seattle up 21.8%, and New York/New Jersey up 18.5% in transaction volume.

Zooming in: The Square data goes beyond top-line revenues to show what fans were actually ordering, giving restaurants a clearer picture of which categories to stock and promote during viewing occasions:

• Food orders at bars and breweries rose 13.6% overall, with burgers up 11.6% and ranch dressing up 11.5%.
• Non-alcoholic and mocktail options rose 11.8%, outpacing beer, which was up 8.8%.
• Full-service restaurant transactions rose 3.5%, while quick-service transactions increased 3.1%, with average tip rates of 14.8% and 16.7% at bars and breweries.

Implications for restaurants, bars, and marketers: The World Cup data shows how marquee, collective events can drive measurable, category-specific gains that go well beyond foot traffic. The 13.6% lift in food orders suggests fans are treating matches as full dining occasions rather than quick visits. That’s why chains like TGI Fridays, Buffalo Wild Wings, and Topgolf—which have emphasized shareable plates, themed appetizers, and high-margin beverages—are well positioned to capture more spend per visit.

The outperformance of mocktails over beer is also notable, as a significant share of fans is seeking a social experience without alcohol, creating a gap that many operators have yet to fully address. Those that build out credible non-alcoholic menus ahead of the knockout rounds will have an advantage over peers still relying on alcohol-focused promotions.

While the World Cup only comes around every four years, it is just the most visible example of a repeatable pattern. Events like the Super Bowl, March Madness, and major awards shows follow a similar dynamic: Consumers plan ahead, arrive in groups, and stay longer. Restaurants that build calendar discipline—planning menus in advance and promoting through loyalty apps and social channels where diners discover deals, per YouGov—will be better positioned to capture the next wave of demand.