World Cup Opening Day Boosted Bars and Drink Sales While Restaurants Lost Ground

Overview

• Itaú Unibanco transaction data from the June 13 Brazil opener showed bars in Rio jumped 22.1% while meat and beverage sales rose 21.5% and 12.1% respectively and restaurant receipts fell 10.8%.
• Surveys find wide readiness to show games and capture crowds with 52% of bars and restaurants saying they will broadcast matches and 80% expecting higher turnover.
• Most operators expect only modest gains because 59% project revenue increases of up to 20% and segments like breweries, churrascarias and bars report the highest intent to screen games at 85%, 77% and 68% respectively.
• Many venues plan promotions and upgrades to attract fans: 57% intend specific actions, 72% will use themed decoration, 53% will offer exclusive menus and 49% plan to invest in new display equipment.
• Industry groups warn that a sector-wide hiring shortfall — Abrasel reported 61% of operators had trouble recruiting in 2025 — plus inventory and service failures could turn higher foot traffic into wasted sales instead of sustained profit.