#WorldCup2014: What’s the hospitality industry doing?

By Lauren Houghton

- Last updated on GMT

Related tags: World cup, Rio de janeiro

All American restaurant in London, The Diner, creates a menu of 32 World Cup burgers to celebrate one month countdown to the World Cup. Photo by Geoff Caddick/PA Wire
All American restaurant in London, The Diner, creates a menu of 32 World Cup burgers to celebrate one month countdown to the World Cup. Photo by Geoff Caddick/PA Wire
With one month to go now until the 2014 Football World Cup in Brazil we have put together a round-up of how businesses in the hospitality industry are planning to participate in the celebrations.

Hospitality operators intend to make the most of an event as big as this year’s World Cup, which brings with it the potential for more customers and extra business. The government has agreed to extend pub opening hours​ which could encourage more Brits to go out and watch the games in pubs rather than at home.

Many bars and restaurants see the growing hype around the event as a great opportunity, and are laying on special World Cup themed dishes and throwing special events on match nights. Not only this, but there are a number of new Brazilian-themed venues springing up around London,  just in time for the public’s eyes turning to Brazil on June 12 for the start of the competition.

New Brazilian-themed venues

Brazilian barbeque pop-up The Grill from Ipanema will be setting up in Covent Garden from 28 June to 13 July, aiming to recreate the look of Rio de Janeiro beaches in the UK capital. The ‘beach grill’ features sand from Brazil’s shores and serves  a selection of Cabana dishes such as flame grilled skewers, chicken coxinhas and cassava chips, as well as fruity drink concoctions from the bar. Daytime visitors to the pop-up can watch frescobal, a beach game played in Brazil, and attend special events such as cooking masterclasses and samba workshops.

Barzinho
New bar Barzinho will follow a Brazil theme

New Brazilian cocktail bar Barzinho in Soho’s Archer Street opens to the public on 23 May, in plenty of time for the start of the World Cup. Everything about the bar is Brazil-themed, aiming to celebrate the country’s Carnival as well as the football. Décor wise, the vintage posters, carnival feathers, palm leaves from the Amazon and authentic Brazilian graffiti all reflect the competition’s host country. The bar also serves its own take on Brazilian cocktails and plays samba music and Brazil's 'Bossa Nova' sounds.

The Inception Group is launching their newest nightclub next week, Cocobananas, which is a ‘celebration of all things Brazilian’. The venue is located at Howie Street in Battersea, and has an informal, beach-shack-style theme and serves street food. Cocobananas has a cocktail named Brazil ’14 in honour of the World Cup and has buffet nights on offer when Brazil matches are being played.

Innovative ideas

BigHospitality has also heard from a number of pre-existing bars and restaurants that are joining in with the World Cup fever, planning to attract customers to their venues with special events and themed offerings.

London restaurant group The Diner have created 32 different burgers to represent each of the countries competing in the World Cup, each with a different country’s flag on top. The burgers also have fillings local to each place, including currywurst from Germany, salt cod fritter from Portugal, horseradish and yorkshire pudding from England and Kimchi from South Korea.

TCG---football-at-Rendezvou
Football being shown at TCG’s Rendezvous venue in Weymouth

Managed pub and bar group TCG has started a new partnership with MatchPint listing service, which will allow customers to find out online which matches are being shown when at each of the group’s venues. It
 will also highlight drinks promotions that are linked to certain matches.

The Printworks dining and leisure complex in Manchester has launched its own northern World Cup anthem: ‘Our Telly’s Bigger Than Your Telly’. All proceeds from sales and downloads of the album will go to local charity Forever Manchester. The music video from the anthem is rumoured to feature high profile celebrities and will be filmed on 15 May, though the track can be heard now on YouTube:

Our sister publication M&C Report recently reported on Star Pubs & Bars extensive refurbishment programme​ before the World Cup, and YO!Sushi’s campaign​ to encourage customers to support Japan as their second team in this summer’s matches, with the possibility of winning £1m.

BigHospitality took to Twitter to find out which other hospitality businesses have plans for #WorldCup2014:

Do you have anything special planned to celebrate the World Cup in your venue? Drop us a comment and let us know, or send us a tweet @BigHospitality. 

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