The FIFA Men’s World Cup is proving to be a powerful sales engine for the restaurant industry, with early data showing transaction surges in host cities and a wave of promotional menus and collectible merchandise driving traffic to chains nationwide.
According to point-of-sale platform Toast, total transactions within a five-mile radius of Seattle Stadium surged 56% on June 19 during the match between the United States and Australia. Fans arrived early, fueling a 145% transaction increase at 10 a.m. ahead of the noon kickoff. Game-day staples led the rush, with hot dogs up a remarkable 228% over a typical Friday, alongside strong gains for nachos, wings and chicken tenders. Beer was the top-selling beverage, with sales climbing 212%.
The momentum isn’t confined to host cities. Location-analytics firm Placer.ai found that Chipotle’s World Cup jersey buy-one-get-one promotion drove visits 55.5% above the chain’s 2026 daily average on June 11, making it Chipotle’s busiest day of the year so far. The impact was sharpest during the 3-to-10 p.m. promotion window, when visits ran 88% above average. The offer, Chipotle’s first “Matchday BOGO,” required only that guests wear a soccer jersey, keeping the barrier to entry low while funneling demand into the dinner daypart.
That promotion is one of dozens. McDonald’s launched a limited-time FIFA World Cup 26 Meal featuring a Big Mac or 10-piece Chicken McNuggets paired with gold-packaged Big Mac Sauce, plus nine collectible cups featuring soccer stars including Christian Pulisic, David Beckham and Lamine Yamal. Jason’s Deli rolled out a “Deli Dollars Goal Rush” that unlocks free menu items and bonus loyalty points every time the U.S. men’s team scores, creating more than $10 million in potential free food and rewards.
Merchandise has become a central play. Auntie Anne’s released limited-edition soccer merch, including scarves and nugget plushies in pretzel jerseys, tied to its “Pitch Pack” combo. Jack in the Box teamed with the YouTube show Hot Ones on a Munchie Meal that includes a Jack bobblehead or a Jack x Hot Ones soccer jersey. Buffalo Wild Wings introduced an “Around the World” menu with six global sauces and signature cocktails. Domino’s, meanwhile, pledged to give away up to $1 million in free pizza if any U.S. player receives a red card.
Industry forecasts suggest the windfall will continue through the July 19 final at MetLife Stadium. Total consumer spending related to watching this year’s tournament is expected to reach $7.5 billion, with the restaurant industry identified as a major beneficiary.
Still, analysts urge caution. Overall economic data shows little movement since the tournament started, according to Pantheon Macroeconomics, including stalled card spending and flat airline passenger traffic. Economists there suggested that as many foreign tourists may have shelved U.S. trips because of the games as were drawn in by them. For restaurants, though, the early scoreboard reads decisively in their favor.