Tournament tactics

The FIFA World Cup is under four months away, and with the right planning, fish and chip shops could use the tournament to drive footfall and boost sales

It’s shaping up to be another tough year for the fish and chip trade. Fish prices continue to rise, consumers are becoming more cautious with their spending, the minimum wage increases again in April, and reliefs such as business-rate discounts are coming to an end. These pressures are well known across the industry, and while there’s little operators can do to change them, there are opportunities to plan and focus on what’s within your control.

One area worth real attention in 2026 is major calendar events, particularly the Football World Cup, which will run from 11th June to 19th July. Despite cost-of-living pressures, interest remains strong. A YouGov survey launched in January shows that nearly two-thirds of Britons (64%) plan to watch at least some of the tournament. Of those, 55% intend to watch matches live at home, with a further 26% planning to watch at friends’ or family members’ houses, presenting an opportunity for chippies.

However, kick-off times will play a major role in shaping demand. Scotland open their campaign with a 2am kick-off, followed by two 11pm games. England will have two 9pm kick-offs and one at 10pm. In other groups, some fixtures won’t begin until 5am. Unsurprisingly, late nights are a barrier, with 61% of viewers saying they would watch a 9pm kick-off, dropping to 45% at 10pm, 26% at 11pm, and just 14% at midnight.

For operators, this means marketing and menu planning must be realistic. There’s little point investing heavily in new ideas for times when footfall will be low. Instead, think about pre-game trade, early-evening offers, and all-day promotions that tap into the buzz without relying on late-night crowds.

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Sharing meals are a strong option during major sporting events. Simple, well-priced bundles packaged in pizza boxes or trays can work well and help increase average spend. Combos that include sides and drinks are particularly effective — drinks remain one of the easiest add-ons for boosting margin. Family and kids’ offers can also play a role, helping parents feed children earlier so they can settle in for the game later.

When it comes to menu innovation, speed is key. Avoid anything that slows service or adds complexity. Loaded fries can be a great option as they are versatile, you already have the main ingredient, and they can be easily themed around different countries using toppings such as chilli con carne, pulled chicken, cheese sauces or spicy mayo. Burgers can be refreshed with alternative sauces or fillings rather than full redesigns, while pushing different pie varieties can add interest without disrupting workflow.

Finally, don’t forget promotion beyond the counter. Simple social media competitions, such as guessing the scoreline to win free chips, can drive engagement. In-shop, staff sweepstakes or incentives can help staff feel involved. In a challenging year, planning as well as hard work can make all the difference.

Other events to keep an eye out for this year include: