Despite elevated gasoline prices stemming from tensions including the war in Iran and further geopolitical tensions, the US restaurant and foodservice industry expects consumer demand to remain resilient through the 2026 FIFA Football World Cup, according to Dr. Chad Moutray, Chief Economist of the National Restaurant Association.
In an interview with Expana, Dr. Moutray explained that this outlook reflects a broader consumer behavior pattern where dining out has maintained its status as a priority spending category even as households navigate financial pressures.
“While these trade-offs [financial pressures] have affected discretionary spending, consumers continue to indicate that dining out remains a priority, even as they cut back elsewhere. As a result, restaurant spending has largely remained resilient overall, though some softening is evident among more financially constrained households,” he commented. “The US economy entered the year with some momentum, and although higher energy prices have dampened confidence, overall spending has largely held up.”
In Dr. Moutray’s view, US restaurant operators could benefit from a significant opportunity with the World Cup as the event is a true shared social experience that naturally draws fans to their establishments.
Dr. Moutray explained to Expana that restaurants are positioning themselves as central hubs for World Cup celebrations across multiple segments. “Fans are naturally drawn to gathering at restaurants, where they can cheer on their favorite teams and feed off the energy of others doing the same,” he said.
The economist noted that sports bars stand to benefit most significantly during the tournament, given their traditional role as live sports destinations with multiple screens and fan-focused atmospheres. However, other segments are equally well-positioned to capitalize on the event.
“This includes full-service establishments with bar areas and TVs, as well as limited-service operators that have embraced World Cup-themed promotions through their menus and marketing efforts,” he said.
Looking beyond the World Cup, the National Restaurant Association maintains an optimistic outlook for the broader industry. “If concerns surrounding the Strait of Hormuz ease, we would expect spending to strengthen further, with growth reaching approximately 4.8% this year,” Dr. Moutray told Expana.
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Written by Simon Duke
