The long-awaited FIFA Men’s World Cup kicks off next week with matches in the United States, Mexico and Canada from June 11 through July 19. And, if you’re like me and have a child or family member remotely interested in soccer, you’ve already taken out a second mortgage for World Cup-themed merch or tickets or something of the like.
Indeed, the opportunity is massive for marketers looking to drive sales (or, all marketers). Consider that the 2022 final alone was watched by 1.5 billion people — or nearly 20% of the entire planet. It is estimated that total consumer spending related to watching this year’s tournament will reach $7.5 billion.
That opportunity extends to restaurant brands. A research note from Deutsch Bank this week identifies the restaurant industry as one of the biggest beneficiaries of the event, predicting an upside for brands with “significant exposure to host cities, sports viewing occasions and delivery.”
It is a surprise to literally no one, then, that restaurant chains across segments are dedicating huge chunks of their marketing budgets to World Cup-related promotions, from special deals to menu innovations and merch.
If you want to win some brownie points with the soccer fanatics in your life — as I do, despite already being woefully over budget for all-things-World-Cup — here is a guide to some major promotions from restaurant chains.
McDonald’s has launched a limited-time FIFA World Cup 26 Meal and Happy Meal, including collectibles featuring soccer stars and Squishmallows. The meal includes a Big Mac or 10-piece Chicken McNuggets paired with limited edition, gold packaged Big Mac Sauce. The collectible cups feature Christian Pulisic, David Beckham, Ronaldinho Gaucho, Thierry Henry, Son Heung-Min, Lamine Yamal, Alphonso Davies and Santiago Gimenez, as well as Grimace. McDonald’s app will also include exclusive offers and tournament rewards. McDonald’s has been a sponsor of the FIFA World Cup since 1994.
Auntie Anne’s has launched a Pitch Pack, a soccer-inspired box with any two Pretzel Nugget flavors or Mini Dogs, plus two dips. The chain is also rolling out limited-edition soccer merch, including Nugget Plushies in pretzel jerseys and soccer-inspired Auntie Anne’s scarves.
Twin Peaks has launched a “Go for Goal Giveaway," a national sweepstakes tied to the World Cup. It includes lodge activations, daily bonus entry codes tied to in-restaurant visits, and a full slate of food and drink specials at corporate locations.
Fogo de Chão has introduced a new nationwide campaign that includes a limited-time seasonal cocktail, called World Caip, inspired by Brazil’s signature caipirinha. The campaign, which runs through July 10, also includes nationwide Bar Fogo watch parties, a Fogo Rewards sweepstakes offering a Miami soccer getaway and a 12-day immersive activation at Wynwood Marketplace in Miami.
The Greene Turtleis teaming up with Michelob Ultra and Truly to offer game-day drink deals, shareable bites, such as a limited-time Soccer Ball Pretzel Roll, and value offerings. From June 11 through July 19, guests can order the $15.99 Turtle Trio bundle, plus Wing Fest, featuring all-you-can eat wings every Monday through Wednesday for $19.99.
Wingstop is bringing its House of Flavor popup experience to host cities Dallas and Toronto ahead of games scheduled in those cities. The popup experience includes food, live DJs, gameday watch parties, merchandise, free tattoos, barbers, nail artists and more.
Launching June 11, Ojos Locos is rolling out a new “Casa de Fútbol” Más Rewards challenge alongside daily giveaways, new menu items and in-restaurant activations built around the tournament experience. Running through July 19, the challenge introduces a “fútbol passport” experience that unlocks rewards such as free churros, free chips and queso and more. Also, guests who complete the Más Rewards Visit Challenge will be entered for a chance to win two tickets to Noche UFC in September.
Burger King is launching “Love or Whopper,” a new ad campaign featuring Mexican soccer star Alexis Vega as part of its Official Sponsorship of the Mexican National Team. To help fans celebrate, Burger King is also launching a limited-time $19.99 Match Day Bundles, available nationwide through the BK App.
From June 11–17, Dave & Buster's Human Crane prize pit will hold tickets to multiple soccer matches across the country (later rounds and quarter finals games), including tickets to the final championship match in East Rutherford, New Jersey. The eatertainment chain has also launched two new soccer-inspired arcade games—World Soccer and Kick N Win—and tournament-themed food and drink offerings inspired by the host countries, including the All-American Slider, Canadian Maple Slider and Mexican Street Slider. Finally, Dave & Buster’s is also the Hat Trick Watch Experience, a ticketed watch party featuring unlimited wings and fries and unlimited gameplay. Tickets start at $24.99 at dbhattrickexperience.com.
Salad House has a new partnership with Olympic medalist, former Canadian National Team soccer player and broadcaster Kaylyn Kyle for its “Food That Fuels” campaign. The campaign was intentionally launched to coincide with the World Cup and continues the chain’s objective of increasing its presence in sports marketing.
Jack in the Box has teamed up with YouTube show Hot Ones to launch a limited-edition Hot Ones Munchie Meal, including a Sriracha Curly Fry Burger or Buffalo Chick-N-Tater Melt, plus two tacos, curly fries, a drink and limited-edition soccer collectibles. The collectibles include a Jack bobblehead or Jack x Hot Ones soccer jersey.
BJ’s Restaurants has launched Grass Attack Cold IPA ahead of the World Cup, featuring layers of grapefruit, orange zest, lime, papaya, passion fruit and pineapple balanced by herbal and grassy undertones. BJ’s is also offering its signature beers for $5 during match days.
Domino’s is anticipating a red card to be presented during the World Cup tournament (when a player is dismissed because of a severe foul or misconduct). If any player from the U.S. receives a red card during the games, Domino’s will give away a free pizza, up to $1 million worth. The campaign also includes a limited-edition Saturdays Football x Domino’s merchandise collection and an EA SPORTS FC 26 gaming activation, surprising players with free Emergency Pizzas during gameplay.
TGI Fridays has launched new Matchday Bites and platters, as well as limited-time Red Card Margaritas and Yellow Card Margaritas, in partnership with Casamigos, to celebrate the event. Additionally, a Goooal Shooter is available for $5 and the 4-Citrus Mock-Arita is $7. The Matchday Bites start at $8.99, while the platters start at $14.99.
Tom’s Watch Bar has announced a partnership with Sports Illustrated Tickets to launch a tiered, stadium-style ticketing system across all locations ahead of the World Cup. The platform allows fans to pre-select and purchase their preferred game-day experience, from premium reserved seating to general admission, on the Tom’s Watch Bar website ahead of matches.
Pizza Hut has launched its latest global campaign, including a spot called Every Four Years, to coincide with the World Cup. It features a father and son whose relationship unfolds across decades of tournament memories, from 1994 to now, with Pizza Hut playing a part of each moment.
Fuzzy’s Taco Shop will be showing matches throughout the tournament and offering its new Viva Los Tacos menu for guests. Also, from June 11 through July 19, guests can take advantage of drink specials, including $5 Michelob Ultra Drafts and $8 Casamigos Margaritas served in limited-edition souvenir cups.
Jason’s Deli has launched the “Deli Dollars Goal Rush,” promotion. Beginning June 12, Deli Dollars members can unlock free menu items and bonus loyalty points every time the U.S. Men’s National Soccer Team scores, creating more than $10 million in potential free food and rewards. Jason’s is also offering catering options including an Ultimate Party Pack, the Gather & Graze Charcuterie Box and Ultimate Salad Bar Box.
7-Eleven has launched “FanLand,” including new tournament-themed items at its Laredo Taco Company and Raise the Roost restaurant brands. The items include $3 quesadillas, 2 for $5 E. GOAL-AZO Tacos, G.O.A.T. Hot Chicken Sandwich, $6 Big Kick Off Box, and 7Now Delivery deals during matches. There is also new soccer-inspired merch available online.
From now through August 3, Carvel is offering Passport to Flavor, a limited-time collection of five globally inspired treats to coincide with the World Cup. They include Dubai Decadence, Affogato, Orange Shake made with Fanta, USA Carvelanche and a limited-edition soccer-themed ice cream cake.
Baskin-Robbins’ June Flavor of the Month is Fútbol Fireworks, inspired by the tournament. It combines Sweet Cream Soda-flavored ice cream and cherry-flavored sherbet with blue raspberry swirls and green apple-flavored popping candy. The brand is also adding a Fútbol Fireworks Milkshake to the menu.
Starting June 11, Buffalo Wild Wings will feature a limited-time menu inspired by global flavors, including six new “Around the World” dipping sauces, two signature cocktails, the Red Card Punch and Yellow Card Margarita, Michelob Ultra Beer Towers and a fiery Blazin’ Challenge. There is also an Around the World Dip Flight featuring all six dipping sauces served together for mixing and sharing, and an Around the World Sampler, with all six sauces paired with a choice of four appetizers.
Topgolf has introduced soccer-themed experiences across its U.S. venues, including a new interactive soccer-inspired golf game, called Shot Shuffle, food and drink specials, and premium game day packages. Topgolf venues across the country will also broadcast every matchup of the tournament with special gameday packages and premium gameday suites available. Two new limited-time menus are also rolling out this summer, including the Global Cup cocktail.
From now through July 31, Margaritas Mexican Restaurant will host soccer watch parties alongside its “Scratch & Score” series. Customers who wear soccer gear, whether jerseys, T-shirts, hats and more, will earn a scratch ticket redeemable for a collection of prizes like free guacamole, queso or a taco, bonus points loaded onto the “Circle of Friends” reward app, swag from top spirits brands like Don Julio, concert tickets, and more.
Contact Alicia Kelso at Alicia.Kelso@informa.com
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