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Pub chains looking to boost sales over the World Cup may be nursing further losses this summer as more Britons opt to drink at home.
Late kick-off times and pricey pints are pushing punters away from pubs, piling pressure on an already ailing hospitality sector.
Pubs are banking on the World Cup to get more people through the door, but a recent survey suggests it might be an underwhelming summer.
A third of Britons will watch matches at home, according to data from Simply Business, with 16 per cent bemoaning the inconvenient time of matches.
Of those planning to head out, the latest kick-off they would be willing to watch is around 9pm, meaning plenty of other games are a no-go.
That means publicans could miss out on nearly £33 per customer, the average spend per game during the previous World Cup.
Pubs could miss out on nearly £33 per customer this summer because of late kick-offs and higher prices
It will exacerbate the pain felt by pubs following the triple whammy of business rates, higher labour costs and soaring energy bills.
As landlords struggle to meet mounting costs, the price of an average pint has jumped to £5.50, which in turn has pushed customers away.
Of those surveyed, 15 per cent say higher drink prices will keep them away from their local watering hole.
Even if pubs and breweries passed on the impact of the spiralling costs, households are already slashing their discretionary spending in the face of higher bills.
Instead, pubs will be banking on England doing well in the tournament, with 41 per cent of Britons saying if their team progresses, they’d be more likely to watch games at their local.
Ray Parlour, former England and Arsenal midfielder - and ex-pub landlord - is backing a campaign by Simply Business to encourage people to get behind their local pubs.
‘Pubs and football go hand in hand.
'I know first-hand what it takes to keep a pub going and right now landlords are fighting harder than ever just to keep the doors open,’ he said.
‘Alongside other small businesses, these aren't faceless organisations; they're people who've put everything into serving their communities and they need our support.
‘There is no better place to watch the football than your local. It is simply the best seat in the house.’
As three hospitality venues close every day, firms and top celebrity chefs have called on the Government to slash VAT.
Tom Kerridge recently said a cut to VAT from 20 per cent to between 8 and 12 per cent, in line with Europe, would ease pressure on pubs and restaurants.
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