It’s not uncommon for pub sales to soar when we have a period of hot weather. When we have great summers especially when the good weather lands on bank holidays, half term’s and the summer break, pubs have often seen a positive peak in sales. But add to the good weather a summer of sport such as The World Cup and pub owners are truly licking their lips with anticipation.

If your pub has a beer garden, even better. There is nowhere better to be to quench a thirst and socialise for a few hours with friends. Restaurants, on the other hand, don’t do quite as well when the sun shines. Typically restaurants do well when it’s dull or rainy.

Industry results, published by Coffer Peach Business Tracker, has indicated that like-for-like pub sales increased by 3.5 per cent from May last year, whilst the restaurant industry took a 2.1 per cent like-for-like drop for the same period.

Marketing and promotion for World Cup fever

Other experts in the industry have forecasted that pubs could rake in a week’s takings in a single night when England are playing – so it’s in everyone’s interests for The National side to stay in as long as possible.

Pubs who have embraced the tournament have taken on extra staff already. Those pubs with big screens and World Cup themes are set to cash in on the tournament with expectations of takings going up eightfold.

“Some of our Pub clients are doing exceptionally well already. Those pubs who have gone ‘all-in’ on World Cup marketing with bunting, flags, bar promotions, marquee, big screens and theme evenings are absolutely flying. We’ve heard of pubs filling the nights between England games with World Cup Quiz’s and promotional food menu’s whilst on game nights they will be offering a free drink on the house if England win – some even offering a free Russian vodka shot for every England goal scored.” Rich W, Merchant Loan Advance. “If Harry Kane has his scoring boots on there could be a lot of jolly customers about!”