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.  

With the upcoming National Insurance Contribution (NIC) increase, we understand the growing pressure on hospitality businesses to manage overhead and reduce operational costs. To help your team focus more delivering exceptional guest experiences — and less on manual tasks — our Customer Success Team has highlighted the latest key features released for our Order & Pay solution designed to streamline workflows, reduce staff intervention and drive efficiency across your operation.

Enhance the guest experience with table-specific QR codes

Our GO Technology research revealed that payment experiences are among the top 10 consumer frustrations. The key bugbears include having to wait to receive and settle the bill (77%) and being unable to split the bill (64%).

Traditionally, this stage of the customer journey required staff involvement, however with table-specific QR codes that link to an ordering journey, this process becomes effortless. Each code is pre-configured with the correct venue and table number, allowing guests to access a seamless ordering and payment journey directly from their smartphones.

A quick scan gives guests two simple options:

1. Order & Pay: Instantly browse the menu and place orders without needing to select the venue or table. Fast, intuitive, and hassle-free.
2. Pay My Bill: View and settle the bill in just a few taps, no staff assistance needed.

The table-specific QR code eliminates friction, reduces staff workload, and keeps service flowing — ideal for high-traffic, fast-paced venues. By empowering guests to manage their own orders and payments, operators can boost efficiency, improve table turnover, and deliver a smoother, more enjoyable experience for every guest.

Enable guest checkout to provide a frictionless guest journey

Perfect for guests who prefer not to create an account, log in, or download an app, our web-based interface enables quick and easy ordering in just a few taps without requiring guests to sign up for an account which can sometimes be time consuming or require additional staff support. This streamlined approach is ideal for fast-paced, quick-service environments — allowing guests to place their orders quickly and easily while still receiving an email receipt.

The result? A frictionless experience for your guests and reduced operational complexity for your team.

Effortless bill splitting for a smoother payment experience

Splitting the bill at the end of a meal can often be time-consuming and prone to mistakes when done manually. Our Order & Pay solution simplifies the process, offering guests flexible, easy-to-use bill-splitting options — all from their own device.

With just a few taps, guests can choose how they’d like to settle the bill:

1. Pay in full: Instantly cover the outstanding balance and proceed straight to payment.
2. Split evenly: Divide the total bill between 2 to 99 guests, with automatic rounding for any tricky pennies.
3. Pay a custom amount: Contribute a specific amount toward the bill, perfect for groups or shared orders.

This feature helps to remove some of the hassle of manual calculations, eliminates errors, and gives guests complete flexibility — ensuring a seamless end to their dining experience.

This flexibility reduces the need for staff involvement in calculating and processing payments, thus lowering overheads. Additionally, guests can opt to add a tip before completing their payment, streamlining the entire transaction process. Once the payment is made, a confirmation message is displayed, and an email receipt is sent to the guest.

Mobile order manager enhancements

The latest update to our mobile ordering manager platform offers several features to enhance operational flexibility and reduce overheads:

1. Order mode control: Specific order modes can now be enabled or disabled (e.g., Click & Collect) at the site or sales area level, streamlining the process of managing different service options without requiring manual intervention from multiple teams.
2. Menu category control: Specific menu categories can now be enabled or disabled, offering greater control over menu availability and reducing unnecessary labour costs.
3. Snooze functionality: Order modes or menu categories can now be ‘snoozed’ for a set period (e.g., during peak times), automatically reverting to normal operation after the snooze period ends. This reduces the need for constant manual adjustments and minimises disruptions in service.
4. Sales area-level wait times:  Custom wait times for specific sales areas can now be set, helping manage customer expectations and ensuring smoother operations during busy periods.

Improved reporting and user management

Several enhancements have been introduced to streamline the process for managing team member permissions and auditing changes made within Mobile Ordering Manager. These include:

Increased Reporting Frequency & Scope: Mobile Ordering Manager’s interaction reports are now run daily, providing head office staff with more timely insights into site-level operations. This enables quicker action to address any negative behaviours, such as disabling online ordering during peak times.

Self-Management of Users: Create, edit, and delete users directly within the platform. This accelerates user management tasks and empowers site managers to operate more efficiently.

By implementing these innovative features and functionalities, Order & Pay can significantly reduce overhead costs and improve operational efficiency. These solutions not only enhance guest experiences but also minimise manual interventions, automate processes, and provide greater control over day-to-day operations. As a result, operators can reduce labour costs, optimise workflows, and improve overall profitability.