- Delivery spending jumped over 20%, providing an early indication of foodservice opportunities ahead of the Rugby League World Cup in October
Sydney, 30 July 2026 – As the Socceroos captured the nation’s attention during this summer’s global football tournament, bars, clubs, casinos and restaurants were among the winners during Australia’s winter of sport.
Beer servings across full-service restaurants rose by 40.4% during the second quarter of 2026 (April to June) compared with the same period last year, according to Circana, a leader in turning consumer data into growth.
Classic match-day favourite food also enjoyed a resurgence, with steak sandwiches, potato wedges and selected fish dishes all recording growth of more than 50%, highlighting Australians’ continued appetite for familiar comfort food during shared sporting occasions.
Circana’s latest Foodservice Insights Report highlights the enduring appeal of these social settings as places where Australians come together to eat, drink and enjoy major sporting events.
The uplift coincided with Australia’s busy winter sporting calendar, including the State of Origin series and this summer’s global soccer tournament, as Australians gathered with family and friends to watch live sport in licensed venues or recreated the match-day experience at home. The findings also align with reports of strong patronage at venues screening major fixtures under extended trading arrangements, with many operators experiencing increased customer demand during key matches.
The strong growth in beer servings reinforces the important role major sporting occasions continue to play for licensed venues, creating valuable opportunities to drive visitation and spending around familiar food and drink experiences.
While licensed venues benefited from these occasions, delivery also continued its strong momentum. Delivery spending increased by 20.1% in Q2, while traffic rose 9.4%, led by QSR burger, chicken, pizza and ethnic chains.
Gimantha Jayasinghe, SVP/Head of Foodservice APAC at Circana, said the findings demonstrate how understanding consumer occasions is becoming increasingly important for foodservice businesses.
“Major sporting occasions remain one of the foodservice industry’s most valuable trading opportunities because they bring people together. Some consumers seek the atmosphere and social experience of licensed venues, while others choose to recreate that experience at home through delivery. Understanding these different occasions allows operators to tailor their offers and capture demand wherever consumers choose to watch the game.”
With Australia, New Zealand and Papua New Guinea set to host the Rugby League World Cup later this year, Circana believes the latest findings may provide an early indication of how Australians are likely to eat and drink during the tournament. Convenient local kick-off times, passionate regional support and multiple match occasions are expected to create opportunities across licensed venues, quick-service restaurants and delivery providers.
To help operators maximise these opportunities, Circana recommends businesses:
- Align promotions with major sporting occasions by creating game-day food and beverage bundles that feature high-performing favourites
- Focus on convenience, value and shareability, ensuring menu offerings cater to groups gathering to watch sport, whether at the venue or at home
- Leverage data and consumer insights to understand how different customer segments engage in meal occasions and tailor menus, strategy and marketing
Gimantha continued: “Major sporting events don’t simply create more demand, they change where, when and how Australians choose to eat and drink. Businesses that recognise these changing consumer occasions and plan accordingly will be best placed to turn high-profile sporting events into sustainable growth.”
