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On-trade sees more spend during Euros
Almost half of Londoners have spent more time in London hospitality venues during Euro 2024 and a quarter across the country, according to new research.
As the party continues into this weekend and what promises to be one of the biggest Sunday summer nights ever for the on-trade in the UK, the figures already show that hospitality has been a big winner of the Euros.
The data from payments company Dojo revealed that 46% of Londoners and 23% of the rest of the UK had spent more time in pubs, bars and restaurants during the football tournament.
More than a third (39%) had increased their spending in the on-trade during the summer as they supported their countries throughout the tournament.
Last weekend, as England beat Switzerland, venues saw spending exceed £30m, according to the data. The previous weekend was one of the highest hospitality spending days of the UK so far with more than £160m spent in hospitality, with overall increases in spending growing by 13% compared to before the tournament.
More than a quarter of all UK adults (28%) have also watched other games in the pub after their own team has been eliminated, and half of Londoners (51%) did so.
The speed at which punters can get their pints has also been shown to be critical to choosing an on-trade experience for the games, with more than half (51%) saying they believe the speed of payments is important, rising to 66% or two-thirds of Londoners.
Jon Knott, head of insights at Dojo, said: “It’s encouraging to see customers flocking to pubs during the Euros.
“Pubs have faced significant challenges and invested in transforming experiences to attract new customers. People spending time with friends and family at pubs is a sign of support for football teams and the hospitality industry as a whole.”
“With England’s progress in the Euros drawing more fans into pubs, venues manage a higher volume of customers wanting efficient service,” Knott added. “Speed of payments and reliability will be key to ensuring customers don’t miss the action and pubs can keep traffic moving.”
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