The dramatic win during the early hours of Monday 6 July helped deliver a significant boost for operators, with data from Heineken UK’s managed operator pubs showing total sales up 67% year-on-year, while food sales value rose 80.5%.
Meanwhile, data from EPOS providers Dojo estimated around one third of UK pubs remained open to show the match, and around half the usual amount of fans stayed out to watch.
Charlie Ashworth, head of research and insights at Dojo, said: “Our data reflects a highly engaged crowd enjoying an extended night. These insights highlight the value of the extended licensing times for hospitality businesses and the scale of opportunity presented to them.”
Stonegate Group, the UK’s largest pub company, also saw success with its pubs and bars across its estate pouring 796,000 drinks, 355,000 more than a typical Sunday.
Over 24,000 bookings were made for the early hours kick-off, across 717 pubs across Stonegate managed pubs and Craft Union sites that were showing the game.
Jared Sedgwick, director of operations at Marston’s, said: “Last night was something truly special. Around 450 of our pubs stayed open through to 5am and the atmosphere was everything you’d hope for - passionate, community-spirited and the kind of night that everyone who was there will remember for a lifetime.
“The numbers tell their own story – between 11pm to 5am, over 120,000 drinks were sold, with our Grandstand locals sport pubs leading the way."
And for the individual operators themselves, the hard work certainly seems to have paid off. Philip Cutter, licensee of the award-winning Murderers in Norwich, said: “We were extremely busy and I’m very pleased with how it went.
“We put a curfew on entry after midnight and issued wristbands to regulars to guarantee them entry. All finished at 6am, and delivery turned up at 7.30am…… so time for a siesta!”
He added: “It has to be said that pubs across the country pulled it out of the bag. Goes to prove that pubs are community assets and with the right support will thrive.”
Surreal day
Justine Bedford who runs the equally award-winning Royal Dyche in Burnley, said: “The football was fantastic. It was a very surreal day, we were very busy 4pm to 7pm for our live Ska/Northern Soul band. And then it went very quiet for a few hours, we didn’t know what to expect and then it was just absolute carnage (in the best possible way) from 10pm until 4.30am.
“What an unbelievable game of football though, fans were definitely rewarded for staying up so late with an incredible match!
“The delay was predictable and something I had already spoke to my team about so we were prepared, it just cut the celebrations a bit short after the game had concluded but I think most were ready for their beds.
“My team were outstanding as always, that’s the latest we have ever stayed open. I can’t thank our customers enough for being so respectful and creating such a great atmosphere from start to finish.
“I hope all the pubs up and down England enjoyed it as much as we did - same again on Saturday! It’s another bonus for our industry and it’s nice to be able to have a positive thrown our way.
“Every knockout game we win is absolutely huge for our industry, I know not every venue will benefit but for the ones that are - let’s hope we can make it all the way to the final!”
Last minute challenges
Pete McDonald, chief operating officer at Mosiac Pubs, said: “We know England fixtures bring out loyal, regular custom throughout a tournament, and so many of our sites are well known for these major tournaments, so the priority going in was making sure sites could open and trade for as much of it as possible.
“TENS applications had been submitted well in advance, to reflect whichever route England took through the tournament, to cover exactly this scenario. This fixture did throw a fair bit at operators in the run-up: automatic licensing extensions being granted, talk of a possible kick-off time change, and then the confirmed delay to 2am. All of that in a short window keeping us on our toes and adjusting our operations accordingly.
“Sites had people in from 9pm for the Brazil match, with security in place and a great early atmosphere. That energy dipped when the 2am delay was announced – a few people called it a night at that point, impacting some sites more than others.
“For the sites that held their trade, though, it paid off. The novelty of a pub open into Monday morning kept people engaged rather than restless, and the game itself delivered – a fast 2-0 lead helped settle nerves and keep the room locked in, with high intensity, entertaining football right through. Big cheers at full time, followed by a sharp drop-off as the room realised the sun was already up – a very quick last-orders exodus once the final whistle went.
“A great boost to trade. Not nearly as good as if it had been a 7pm kick off, but it made for a good Sunday. All in, a night everyone will remember – partially!”