Restaurants and bars will increase their sales by up to 40% for the 2026 World Cup.

The 2026 World Cup sporting event will generate an economic impact for the restaurant sector, bars and establishments that offer broadcasts of the matches, which will mean both increased sales and temporary jobs.

It is estimated that there will be a general increase in restaurant sales with screens of 15% to 35% on average, but It could exceed 40% in places close to stadiums, hotels and tourist corridors of the host cities. such as Mexico City, Guadalajara and Monterrey, said Eduardo Mercado Peña, CEO of Gastronomic Consulting and Integral Hotel Congahin.

"These profits will increase depending on which teams advance to the final stages, of course, also in the case of the Mexican National Team, which although those matches will no longer be in Mexico, fans will be following them through various electronic media," he explained in an interview with El Universal .

Most games are expected to be played between midday and evening, "which will boost sales during lunch and early dinner hours, especially for games played near the weekend."

In preparation for this sporting event, the expert stated that the National Chamber of the Restaurant and Seasoned Food Industry (Canirac) and local chambers are designing a cross-promotional campaign called "Mexico Tastes Like a World Cup."

The promotion will include "food festivals, public broadcasts, partnerships with sponsoring brands, and responsible drinking activations in establishments that sell alcohol. The goal is to boost local consumption and position Mexican cuisine as an added value for sports tourism.

During the 2026 World Cup, from June 11 to July 19, 2026, new, albeit temporary, hiring positions are also expected to open for kitchens, bars, waiters, logistics, and bilingual staff.

Mercado Peña commented that a 10% to 20% increase in vacancies in the restaurant sector is expected. This will be accompanied by an intensive training program to serve tourists. They will be taught functional English, hygienic food handling, and service under pressure, which will be carried out in partnership with culinary schools and local economic development agencies.

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