During the World Cup, pubs and bars faced one of the busiest trading periods of the year, with an estimated 9.3 million consumers making plans to watch the World Cup in a hospitality venue. This additional demand for a visit to the pub provided a significant opportunity for operators, so as part of our GO Technology consumer research produced in partnership with NIQ, powered by CGA intelligence, we surveyed 5,000 British consumers to find out what would get them through the door to watch the tournament, and what would keep them coming back.

With the tournament finished, and more football kicking off soon, the value now is in applying those learnings before the next big match, so businesses can be ready for the demand that live sport brings.

Make Bookings effortless 

Our research found that around a third of hospitality viewers (32%) said the ability to book a table increased their likelihood of visiting a venue. For a pub estate, giving fans a way to book ahead secures demand ahead of time rather than relying on walk-ins, and allows businesses to better plan staffing and stock requirements.

But the benefits of booking systems don’t stop there. They can also help make better use of the room itself, allocating tables based on the booking rather than on a first come, first served basis, so more of the space gets used well on a busy night. Spend can move beyond the pint too: pre-paid extras, from a reserved spot by the big screen to a food and drink package, can be booked in advance, and we’ve previously seen an average 15% uplift in basket spend from guests who pre-order.

Convenience drives spending

Our research also found that 31% of guests said they’d be drawn in by the chance to order food and drinks without leaving their seat. When guests are engrossed in the game, the last thing they want is to miss a key moment while waiting at the bar.

At-table ordering lets guests order and pay digitally from their seat, with the order sent straight to the bar or kitchen screen. Making it easy for customers to order a second round or a snack, upselling extras at the right point in the ordering journey and complete a payment from their own devices helps drive incremental spend throughout the game by eliminating that potential pain point of missing a key moment. It helps on the staff side too: less time spent taking orders means more time spent on the ones already placed, so more rounds get through during a match.

Loyalty matters on match day 

Loyalty schemes proved a real, if smaller, visit motivator too. 22% of consumers watching in pubs and bars said loyalty rewards were a reason to visit. A big communal occasion like this doesn’t come round often, and it’s a chance to turn one-off visitors into regulars, but only if the scheme is ready before guests arrive.

A loyalty scheme works because it gives a guest a reason to come back and use the rewards they’re already earning, rather than trying somewhere else. Match days are a natural moment to make that reason stronger, whether that’s double points or a bigger reward tied to the occasion, landing the incentive right when demand is highest. Loyalty schemes do more than encourage repeat visits too: they’re one of the best ways to gather guest data, from contact details to how often someone visits and what they order, and that data can then feed into marketing activity, such as offering early access to bookings for the next big event.

The pre-order opportunity 

Just over a fifth of guests, 21%, said they’d be more likely to visit a venue if they could pre-order food or drinks. It’s a small addition that can make a real difference around a big date on the calendar: guests choose their food and drink when they book, so the kitchen has a clearer picture of what’s needed before service even starts. That takes some of the guesswork out of a busy night, and some of the spend is already in place before guests arrive. It’s worth setting the menu up in good time, so it’s ready whenever the next big occasion comes around.

Personalisation still has a place 

Personalised offers were the smallest driver, at 17%, but they still matter. Every booking, order and loyalty sign-up creates a small piece of information about a guest: what they ordered, how they like to pay, how often they’ve been back. Brought together, that data can shape offers that feel relevant rather than generic, and cut out the obvious mismatches too; for example, not offering a beer discount to a cider drinker, or a burger deal to someone who only orders the veggie option. That’s the difference between a promotion sent to everyone and one that feels like it was made for the guest receiving it.

These aren’t habits that appeared for one tournament. Guests who wanted to book ahead, order from their table, and be recognised as regulars will want the same at the next big match, cup final or major sporting occasion. The operators who put these learnings into practice now will be the ones ready when it does.

To learn more about how Zonal’s connected technology could help your pub estate make the most of the opportunities live sports can bring, get in touch today.  

Zonal, the UK’s leading hospitality technology provider, announces the appointment of Joel Chapman as Chief Executive Officer, effective from July 2026, ahead of its next stage of growth.

The appointment comes at a time of stability and investment for the business, which was acquired by Volaris Group, a division of Constellation Software, one of the world’s largest software firms, earlier this year. The deal brings a new permanent home and long-term backing for Zonal, heralding an exciting new era, with plans to accelerate development and further strengthen the platforms its customers depend on.

Joel has been part of Zonal since 2002 and brings more than two decades of hospitality technology experience to the role. He is a safe pair of hands for the business and for its customers, having joined the board in 2020 as Chief Customer Officer and played a central role in shaping how Zonal serves the hospitality sector.

The rest of the leadership team will remain in place, as the business continues to operate as it always has, with the same people, knowledge of the hospitality sector, values, and commitment to its customers.

Joel Chapman, CEO at Zonal, said: “I am thrilled to be appointed CEO of Zonal, a company I joined in 2002 and to which I remain deeply committed.

“As CEO, my role is to guide our future direction by listening closely to our customers and to our people, ensuring we continue to strengthen our position as the UK’s leading hospitality technology provider. With the backing of Volaris, I am looking forward to leading Zonal into this next chapter of its 45-year journey.”

Jesper Ulsted, Portfolio Leader at Volaris Group, comments: “We are delighted to appoint Joel Chapman the new CEO of Zonal. Following our acquisition of the business earlier this year, we spent time getting to know him and the team and are confident he is the person best placed to take the business forward.

“I’m especially pleased that we have been able to find such a strong candidate from within Zonal itself. It is another testament to Volaris’ dedication to developing talent and future leaders from within the businesses we acquire.

“Joel knows the business, its customers and its people inside out and he brings an experienced and steady hand to the role, as we look ahead with confidence to the future for Zonal.”

For more information, images, or to arrange an interview with Zonal, please contact Fleet Street Communications via zonal@fleetstreetagency.com

About Zonal

Zonal is the UK’s leading hospitality technology provider, trusted by the country’s largest pub, restaurant and hotel operators. With 45 years of UK hospitality expertise, a fully connected technology ecosystem and always-on, human-led support, Zonal gives complex, multi-site operators the clarity, control and confidence to run every site at its best.

Consumers are more than twice as likely to choose their local (34%) over travelling to other venues (17%)

The latest GO Technology report from leading hospitality tech provider Zonal, in partnership with NIQ, shows that 34% of consumers planning to tune in to the World Cup will do so from their local pub, bar or hospitality venue, with a total of 9.3m British consumers planning to watch at least one game in a pub, bar or restaurant this summer.

The new report demonstrates also how watching sport in pubs and bars is changing, becoming a more inclusive experience, with 79% of men and 77% of women who are looking to watch the World Cup in hospitality planning to watch the final in a venue.

The survey, of over 5,000 consumers, asked what the appeal of watching the World Cup in the pub is.

Half (50%) said it’s because it will provide a good social experience.

46% said it was because the atmosphere is better than at home.

38% said it’s because they want to buy drinks while watching a game.

24% think watching in a venue is the next best thing to being in a stadium.

This highlights the size of the opportunity for operators who get it right this summer, a crucial trading period for the sector.

When those planning to watch the World Cup in a venue were asked what would encourage them to visit and improve the experience, consumers were clear with (32%) saying it was the ability to book a table in advance, (31%) saying the ability to order food and drinks to the table and, for just under a quarter (22%), it was access to loyalty schemes. The right tech systems will therefore give operators a competitive edge during busy match days and play a pivotal role in motivating consumers to visit a pub or bar during the tournament.

Tim Chapman, Chief Commercial Officer, Zonal, said: “Major sporting tournaments like the World Cup are a huge opportunity for hospitality operators. Our survey shows that people want to make the most of the atmosphere and food and drink on offer, not stand in queues waiting for tables or hanging around the bar waiting to be served. Whether it’s securing a table before arrival with a booking, or ordering food and drink direct to their tables so they don’t miss out on any of the action, operators with robust tech systems can deliver a seamless experience World Cup watchers expect.”

Karl Chessell, Director – Hospitality Operators and Food, EMEA, NIQ, adds: “World Cups can be bonanzas for hospitality operators and drinks suppliers. Businesses need to know exactly who is going out and what they want. But above all it’s vital to understand why people swap the sofa for pubs and bars. Hospitality provides a unique way to experience big occasions with others, and the challenge is to show people that this is where the best memories of landmark events like the World Cup can be made.”

New insight from leading hospitality technology provider, Zonal, reveals an early surge in bookings for the first England match of the FIFA World Cup 2026, with reservations in pubs rising by +184% compared to a typical trading day.

Across the wider hospitality sector, bookings are also up significantly, increasing by +64% year-on-year.

The spike highlights how live sport continues to drive footfall, with fans choosing to secure their spot early to watch key fixtures in a social setting. This sharp uplift not only reflects the scale of national interest in England games, but also a growing behaviour shift towards pre-booking for major sporting occasions, rather than relying on walk-ins.

The trend isn’t limited to England fixtures alone. Data from the opening match of the tournament on 11th June, Mexico vs South Africa, shows a +51% uplift in overall hospitality bookings, with pubs alone seeing a +63% increase compared to the same date in 2025. This demonstrates the broader appeal of live tournament action in driving early demand across venues.

Much like other key calendar moments, the data suggests that anticipation plays a crucial role, with bookings building momentum in the days leading up to kick-off as fans plan group occasions. For operators, this creates a valuable opportunity to maximise covers, optimise staffing, and enhance the matchday experience.

Tim Chapman, Chief Commercial Officer, Zonal, commented: “Major sporting events such as the FIFA World Cup 2026 continue to be a significant driver of bookings, bringing people together and creating key trading moments for the hospitality sector.”

“With weeks still to go until the first games kick off, and demand set to increase as the event approaches, this early uplift in bookings is a welcome sign for hospitality.”

“The increase we’re seeing demonstrates how important it is for venues to plan ahead and capitalise on demand, ensuring they can deliver a great experience while maximising capacity.”

The latest GO Technology report from leading hospitality tech provider Zonal, in partnership with NielsenIQ, reveals a growing consumer demand for a better balance between human connection and digital solutions. Whilst the role technology plays in a seamless visit is recognised, the importance of personal interaction is rising – highlighting the need for operators to blend the two, with a well-trained team of staff.

More than half of people (52%) now acknowledge technology has a key role to play in the best hospitality experiences, for example, and the report shows that those who do embrace technology tend to higher value guests, spending an average of £17 extra per month than those who prefer human-led experiences.

Nevertheless, 48% of consumers say human interaction is the most critical factor in a great hospitality experience, which is a marked increase since Zonal published a similar report three years ago and asked the same question. The research therefore demonstrates how striking the perfect balance between tech and personal service is more vital than ever.

Digital solutions can help to make people’s visits more convenient and keep them coming back—which in turn frees up staff to give their attention to less tech-focused guests who value the contact. In fact, when asked about their most wanted improvements in venues – around a quarter of consumers flagged staff training (26%) and staff numbers (24%), given they are such a visible part of the hospitality journey.

The report also looked to find out how much consumer preferences around paying the bill have changed in three years. The insight shows that, while there has been a surge in other payment methods, reports of the death of cash have, thus far at least, been greatly exaggerated:

1. Contactless cards remain dominant – 39% are using them more than three years ago, with only 4% never using them.
2. Cash use continues to fall – 43% use cash less often but older consumers still rely on it, especially for tipping.
3. Mobile payments are growing, but slower than cards – 31% increased usage since 2023, driven mainly by Gen Z (94%).
4. App and QR payments show signs of plateauing – 21% use them more, while 16% use them less than three years ago.
5. ‘Pay and go’ tech adoption is slow – Only 18% are using it more, 41% have never tried it, with strong uptake among Gen Z (80%) compared to Boomers (25%).

Tim Chapman, Chief Commercial Officer, Zonal, said: “This new research puts human interaction at the heart of the guest journey, with nearly half of consumers thinking interactions with staff are what deliver the best experiences. At the same time, technology does have an important role to play in supporting the delivery of these experiences – with 52% of consumers recognising its contribution to delivering high-quality experiences in hospitality. We know that technology plays a recognised role in helping operators deliver great guest experiences by enabling teams to spend more time with customers. This perfect blend of human interaction and seamless, accessible technology – removing friction and enhancing convenience – is what guests now expect.”

Karl Chessell, Director – Hospitality Operators and Food, EMEA, NIQ, said: “In a tough trading environment, this research is a useful reminder of the importance of both human interactions and digital solutions in hospitality. It shows how technology has become deeply embedded in consumers’ eating and drinking out habits, but it also highlights the enduring love for the personal touches that make pubs, bars and restaurants such special places.

Ultimately of course, this is not a zero-sum game. Very few people want their visits to be completely free of either personal contact or technology. Instead, operators need to identify the best places to deploy tech and spot the moments where personal connections are best. Flexibility is crucial too, and it’s the venues that can cater for all preferences—especially at the ordering, paying and tipping stages—that will be best placed to succeed in the years ahead.”