World Cup warm-up: On the ball for the Cup

Related tags World cup England

Keeping your customers happy during the World Cup.While Wayne Rooney's fourth metatarsal has been giving most of the English nation sleepless nights,...

Keeping your customers happy during the World Cup.

While Wayne Rooney's fourth metatarsal has been giving most of the English nation sleepless nights, their bosses are worrying more about the rates of absenteeism the World Cup seems likely to bring. A poll conducted by YouGov on behalf of law company Croner reveals that as many as one in seven men are not averse to throwing a sickie so they can watch the big game - or recovering from the previous night's victory celebrations.

For the trade, of course, this wonderful news is the equivalent of Rooney growing a third leg. If they're at their work stations it's likely they'll be in the pub - the footie fan's favourite viewing place next to the ground itself.

One pub that's certainly well prepared for the opportunity is the Three Elms in Windsor, Berkshire, where Greene King tenant Aidan Shaw can hardly contain his excitement.

"I'm a mad football fan and just like my customers I'm really looking forward to watching the World Cup in the pub," he says. "We're really on the ball this year. We've organised a full complement of promotions and competitions aimed at keeping our customers in the pub so they don't wander someplace else to watch the matches.

"We want to create a buzz and an excitement that can't be replicated at home. A local pub can deliver a World Cup experience that's second only to being there in Germany in June.

"It's all about having a good time in the right atmosphere, being in the right company, enjoying great service, quality beer and no distractions - all while supporting our country in the beautiful game."

Hard work

Keep your eyes peeled, too, for the England flag with the Three Elms' name on it that a team of the pub's regulars are taking to Germany with them. "The World Cup gives us an opportunity to maximise sales at the same time as rewarding our loyal customers," concludes Aidan. "It's hard work and it means more hours, but we're all determined to make it the best World Cup yet.

"We've even planned a World Cup party and hired a marquee to make the most of our outdoor trading space and to accommodate the numbers anticipated. All we need now is some fine weather and a win for England!"

If Aidan's enthusiasm proves infectious for the rest of the trade, the World Cup will be a great kick-off to the summer for the whole industry.

Key England matches