World Cup 2026: 7 in 10 Restaurants Report No Sales Increase, Canirac Says No 'Automatic Benefits' for Industry

Despite the ongoing 2026 World Cup, a significant majority of restaurants in Mexico have not experienced a boost in sales during the tournament's first month, according to a survey by the National Chamber of the Restaurant and Seasoned Food Industry (Canirac).

The survey revealed that seven out of ten establishments reported no notable increase in revenue. Restaurant-bars and sports bars were particularly affected, with only half of them indicating any rise in consumption. Cantinas, however, reported the highest sales increase, with eight out of ten seeing improvements, while bars saw increases in about 5.5 out of ten establishments.

For those restaurants that did see a sales increase, the growth ranged between 15% and 30%, with an average ticket price of 400 pesos per person in the initial weeks. Canirac emphasized that the World Cup generates opportunities but does not automatically translate into benefits for the entire industry. To capitalize on the event, businesses need to combine legal broadcasts, promotions, differentiated experiences, and strategic locations.

The survey also indicated a lack of tourist presence in most dining establishments, with 65% of restaurants not detecting any tourists. Those that did report tourist presence noted they constituted less than 10% of their capacity. Furthermore, Canirac estimated around 15,000 temporary jobs were created, falling short of the initial expectation of 39,000. Most restaurants did not find it necessary to increase their staff, and those that hired only added one or two employees. With nine days remaining in the tournament, 70% of surveyed restaurant owners do not anticipate a significant sales increase for the final matches.

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The World Cup generates opportunities, but not automatic benefits for the entire industry. To take advantage of the spillover, it is essential to combine legal transmission, promotions, differentiated experiences, and a strategic location.