Euros final 2024 scores 35% increase in revenue for Europe’s food delivery
The UEFA EURO 2024 wasn’t just about thrilling football; it also significantly boosted the restaurant market. With England reaching the final, the UK’s hospitality sector saw a 50% increase in sales, contributing to an impressive £800 million spent on food orders throughout the tournament.
This increase wasn’t limited to the UK. Our database shows that participating countries saw a 35% average revenue increase across restaurant chains. This highlights the powerful impact major sporting events have on the food delivery industry.
3 Key Learnings for Food Delivery Businesses from UEFA EURO 2024:
1. Timing is Everything
Food delivery orders experience a distinct pattern around match times, especially when the national team is playing.
- Pre-Match: Orders spike dramatically one hour before the match begins, with a 30% increase every 10 minutes compared to normal times.
- During the Match: Orders drop sharply after kick-off, even falling below usual levels.
- Post-Match: There’s a slight uptick in orders at the end of the match.
This means that matches played during hungry hours see a 20-50% increase in orders, whereas those outside these hours see a more modest rise of 0-10%. Understanding these patterns can help businesses optimize their strategies to maximize sales.
Additionally, leveraging push notifications can further boost sales. Data shows that businesses that utilize push notifications experience a 10-30% increase in order rates during major sporting events.
2. The Deeper the Tournament, the Greater the Impact
The further a team progresses in the competition, the more significant the boost in sales:
- Group matches to the round of 16: +4% in orders
- Each subsequent round: +7% increase
Fans’ excitement and engagement grow as their team advances, leading to more frequent and larger orders. This trend suggests that businesses should prepare for increasing demand as the tournament progresses.
3. Larger Orders Mean Bigger Opportunities
People tend to place larger orders during big matches because they watch with friends and family. This social aspect of viewing parties presents an excellent opportunity for food delivery businesses to promote group deals. For instance, during the Euro Cup, restaurant chains reported a significant rise in sales of products designed for sharing with larger groups (like family-sized pizza deals, and combo meals specifically tailored for big groups).
Conclusion
The UEFA EURO 2024 provided invaluable insights into how major sporting events can drive online sales for restaurant chains. By analyzing data from brands in different European countries that advanced to the knockout stage, including the Netherlands, Romania, Portugal, Spain, and England, we observed significant increases in orders.
For example, during the knockout stage, online food orders in these countries increased by 30% compared to regular days this year. We concluded that England emerged as the leader, with an impressive 22% increase in revenue compared to the same period last year.
With the upcoming Summer Olympics expected to have a similar impact on the food delivery industry, especially in France, understanding these patterns and preparing accordingly can significantly boost revenue for food delivery businesses.
Start planning now, and reach out to us if you need assistance in getting your business ready.
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