Pubs, restaurants, and quick commerce startups were bustling with activity ahead of the highly anticipated T20 match between arch-rivals India and Pakistan on Sunday. Although these establishments and platforms were well-prepared, executives noted that post-evening sales could have been stronger if the rain hadn’t dampened spirits.
Rahul Singh, the founder and CEO of The Beer Café and head of the pubs division at BIRA 91, had planned to watch the match at the Bira 91 Taproom in New Delhi’s Saket area. However, his team requested him to make room for guests. Despite this change of plans, Singh didn’t mind. Bira Taprooms in Bengaluru, Ludhiana, and Gurugram were completely booked, in addition to the one in Delhi, on Sunday.
Singh remarked, “Beer is the perfect choice for watch parties, and we experienced an electrifying Super Sunday with the highly anticipated showdown. We anticipate doubling our revenues compared to a typical screening of any other match.”
Impact on Sales and Consumption
Producers of snacks, munchies, and soft drinks reported a 25-30% increase in sales for these impulse categories on Sunday compared to typical weekends, particularly for larger, shareable packs, on e-commerce platforms. “Orders for larger packs began to rise around noon,” explained a sales executive from a cola company, “as individuals started to prepare for an evening of watching the match indoors with friends and family.”
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Mayank Shah, the vice president at Parle Products, stated, “With the excitement surrounding the match between arch-rivals India and Pakistan — indisputably the highlight of the T20 World Cup — we’ve witnessed a notable increase in snacking and beverage consumption during the game. This event often brings together groups of friends or family for collective viewing, making it an ideal occasion for indulging in snacks.”
Shah added, “Quick commerce emerges as the perfect avenue for ordering snacks and beverages, especially when immediate delivery is needed. Additionally, with the heightened promotion and incentives offered by quick commerce platforms during the match, we observed a considerable surge in sales around match time.”
Before the match, Swiggy, a quick commerce platform, sent out an email to subscribers with the message, “From chips to jerseys, everything in ten minutes.”
A spokesperson from Swiggy had previously mentioned that the company anticipated Sunday’s match to exceed even the order volume of the IPL final, noting a “significant demand” for snacks and cold beverages. The spokesperson said, “Swiggy Instamart saw unprecedented orders during the previous India-Pakistan World Cup match, selling over 100,000 cold drinks and thousands of packets of chips in a single day.” They also mentioned that Indian cricket jerseys had already sold out in certain regions by Sunday afternoon and had to be replenished.
Zorawar Kalra, founder of Massive Restaurants, which operates restaurant brands like Farzi Café, Bo Tai, and Papaya, noted that restaurants screening the match were completely booked and sold out on Sunday evening.
“We experienced a 50% increase in home delivery orders across various markets including Delhi NCR, Karnataka, Andhra Pradesh, and Tamil Nadu, and we were well-prepared for it,” he remarked. “One of our restaurants in Mumbai had arranged for a gig to coincide with the conclusion of the match, ensuring the celebration continued seamlessly.”
Divya Aggarwal, the Chief Growth Officer at Impresario Entertainment and Hospitality, noted that numerous SOCIAL outlets received booking inquiries in anticipation of the match.
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