England’s World Cup campaign is generating a significant commercial uplift for London’s restaurants and retailers, with Deliveroo data revealing a sharp surge in orders during the Three Lions’ group-stage matches.
Exclusive figures shared with City AM show BBQ orders more than doubled across the capital during England’s matches against Croatia, Ghana and Panama, a striking sign of heightened consumer appetite.
Picnic-related orders nearly doubled as fans combined football viewing with the recent spell of warm weather, blending outdoor leisure with the tournament’s growing cultural momentum.
Demand for premixed cocktails and ready-to-drink beverages increased by more than 40 per cent, while pizza orders rose almost 40 per cent during England’s group-stage games.
The figures suggest many consumers are opting for higher-value food and drink purchases while watching the tournament from home, rather than heading to bars or pubs.
Suzy McClintock, vice president for consumer at Deliveroo, said: “Londoners aren’t just watching the football, but turning it into a proper occasion.”
McClintock added: “With a rise in orders for picnics, pizzas, to pre-made cocktails during the England games, we are helping fans celebrate no matter where they choose to watch a match.”
She also noted the wider commercial opportunity, saying: “It is also a reminder of the real opportunity these moments create for the restaurants and shops on our platform — match nights drive meaningful demand, and we’re proud to help them reach customers right when appetite is highest.”
Nationally, sparkling wine orders increased by more than 20 per cent across Britain during England’s three group-stage fixtures, reflecting a broader trend of celebratory spending tied to match days.
Orders placed after the final whistle rose by an average of almost 40 per cent, as consumers turned to late-night deliveries once games had concluded across the country.
The data also points to shifting consumer preferences this summer, with poke bowl orders rising by almost 30 per cent nationally alongside stronger demand for salads during the tournament period.
Research by money.co.uk estimates that the UK food and drink industry could generate an additional £4.2bn in revenue over the May-to-July World Cup period, equivalent to a 9.3 per cent increase on a typical year.
The shift towards home viewing has prompted delivery operators and retailers to extend their opening hours to meet heightened late-night demand across the country.
Deliveroo has lengthened delivery times with partners including Nando’s, Sainsbury’s and Morrisons for England’s knockout fixtures, while Waitrose recently expanded late-night grocery deliveries after reporting increased tournament-related demand.
YouGov research suggests 60 per cent of viewers are more likely to watch late-night World Cup matches at home, creating further opportunities for food delivery platforms as England’s knockout campaign progresses.