Plan your World Cup staffing strategy & hope for a successful England tournament, bars, pubs & restaurants advised

Bar, pub and restaurant owners should be finalising their World Cup staffing strategy now and hoping for a successful World Cup tournament for England if they want to capitalise on a consequent ‘hospitality bounce’, according to, Adia, the online recruitment platform specialising in the hospitality sector.

Traditionally major sporting events like the World Cup provide a significant boost for the UK’s hospitality sector. Research after the last World Cup in Brazil found that bars, pubs and restaurants enjoyed particularly strong growth with consumers having spent an extra £116 million in bars and pubs during the course of the tournament. However, had England progressed to the Final, that figure was expected to have reached an additional £431 million*.  Similarly, a report from CGA after the Euro 2016 tournament, found that sales of cider, craft beer and spirits had risen by 3%, 8% and 5% extra respectively per match day. It has even been suggested that restaurants could benefit from a so-called ‘World Cup Widow’ boost from people looking to escape the coverage of the football.

Although bar, pub and restaurant owners aren’t able to influence how the national team performs, Adia says they need to anticipate the likely demand from football fans by ensuring they have access to staff in advance of highly anticipated match days and subsequent business fluctuations.

“With the countdown to the start of the tournament already underway, many in the hospitality sector will already be looking at what they can do to use the interest in the World Cup to attract more people into their premises,” explains Adia CEO, Ernesto Lamaina.

“Part of that planning should involve ensuring they have access to the staff they need to deliver a quality experience that will ensure fans keep returning for matches throughout the tournament and beyond. Adia can provide easy access to temporary catering, kitchen and bar staff, across the UK all from a single platform. It gives businesses access to the right temporary staff, when and where needed, particularly if needed during a peak period like the World Cup.”