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Sports-focused pubs will score big during World Cup
Stonegate Pub Company data reveals the FIFA World Cup could drive sales up by over £6 million across its pub estate during the tournament.
Stonegate, the operator of over 700 managed pubs and bars across the UK, has released data that reveals the Group anticipates a sales uplift of over £6 million throughout its pub estate over the course of the FIFA World Cup (commencing 14 June). The business anticipates that the pub sector could be a major beneficiary of a World Cup windfall.
The business took sales data from 427 sites across its estate that had screened the European Championship in 2016 and identified a total uplift of £5 million for that tournament. Stonegate then multiplied this by its current game time average sales growth of 8.1% which revealed a potential total uplift of over £6 million.
Stonegate’s pub estate shows all major sporting events – ranging from Premier League matches to more niche occasions such as WWE’s Wrestlemania or the NFL’s Superbowl – and enables customers to watch every screened game through a combined Sky and BT subscription. The company recently showed the WWE’s Wrestlemania event at some venues, which saw a sales uplift of £1446 per pub, nearly twice as much as the nearest football match.
In recent years Stonegate has invested significantly in its sports offer and remains committed to continue to innovate and evolve the customer experience. The Group has installed stadium-style seating in some sites, developed a Food and Beverage offer emphasising sharing through beer towers and platters, as well as providing table-service to ensure that customers never miss a minute of the match. Waiting staff kitted out in referee uniforms adds to the fun and authenticity of the occasion, according to Stonegate, which also offers pre-booking, enabling customers to secure a table without any fuss to cheer on their favourite teams.
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