{"id":3747,"date":"2026-07-19T13:37:03","date_gmt":"2026-07-19T13:37:03","guid":{"rendered":"https:\/\/crosscountrymovingteams.com\/?p=3747"},"modified":"2026-07-19T13:37:03","modified_gmt":"2026-07-19T13:37:03","slug":"looking-back-at-the-world-cup-fans-drank-boston-dry-got-permanent-tattoos-sold-out-famous-bbq-joints-and-drove-up-small-business-revenue","status":"publish","type":"post","link":"https:\/\/crosscountrymovingteams.com\/?p=3747","title":{"rendered":"Looking back at the World Cup: Fans drank Boston dry, got permanent tattoos, sold out famous BBQ joints, and drove up small business revenue"},"content":{"rendered":"
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The World Cup saw plenty of cross-cultural culinary diplomacy\u2014foreigners and Americans alike who had never heard of yerba mate, for example, were now sharing gourds with friends\u2014complete with social media posts about foreign visitors expressing excitement over the hospitality they received in this year\u2019s host cities. As fans descended from around the world to support their home countries, they also stumbled into local small businesses, proving the real winner of the World Cup is Main Street, USA.<\/p>\n

Read more Agricultural economist explains why you\u2019re paying 32% more for lettuce and 20% more for tomatoes \u2014\u00a0and why it will stay that way<\/a><\/p>\n

According to a Bank of America note, card spending spending at brick-and-mortar stores, restaurants and bars across the 11 U.S. host cities rose 5.3% year-over-year in the three weeks ending June 27, compared to 3.8% in the rest of the country. It\u2019s a reversal from the prior three weeks, when host cities had trailed the rest of the country.<\/p>\n

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Los Angeles and New York were the clearest winners, tied to hosting Team USA group-stage matches and to a run of high-profile games. (New York also saw the Knicks\u2019 championship run, which alone brought in at least $380 million to the city). On the other hand, Seattle barely moved in the data, but that\u2019s because retail spending there was already running strong before the tournament began.<\/p>\n

\u2018<\/h2>\n

Between June 11 and June 21, the Samuel Adams Taproom in downtown Boston ran out of its flagship Boston Lager during the first weekend of Scotland\u2019s group-stage matches. The location sold more than 7,000 pints of Boston Lager, emptied 99 kegs and two full tanks\u2014the equivalent of another 30 kegs\u2014and required five emergency deliveries to keep up.<\/p>\n

\u201cWe were prepared for the influx of international visitors but could have never prepared for their preference for our flagship, Boston Lager, especially when we have 20 unique beers at the taproom,\u201d said Devon Savage, manager of communications for the Samuel Adams brand. By the time the surge passed, the taproom had served roughly 10,000 pints total\u2014about four times the volume it typically sees over a long holiday weekend like the Fourth of July.<\/p>\n

\u201cWe thought we were prepared, and again, they just drank us dry,\u201d she told Fortune<\/em>. \u201cWho knew that would be such a fun thing to actually run out of beer.\u201d<\/p>\n

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Savage described the relationship between staff and visiting fans, known collectively as the Tartan Army, as more than a sales bump. \u201cThey really are our friends,\u201d she said. Staff ordered traffic cones\u2014a nod to the Scottish tradition of wearing them as makeshift headwear during celebrations\u2014and had fans sign them. The bar has now displayed roughly seven signed cones by the tournament\u2019s end.<\/p>\n

A few blocks away, the Glynn Hospitality Group\u2014the family-owned company behind the Black Rose, Coogan\u2019s, and Dylan\u2019s\u2014saw a comparable surge. Coogan\u2019s, known for its $1 and $2 Bud Light drafts, went through more than 500 kegs of Bud Light in June alone; with more than 200 at Coogan\u2019s and another 200-plus at the Black Rose.<\/p>\n

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\u201cIt was like having St. Patrick\u2019s Day for like a week straight,\u201d said Katie Freeman, a third-generation member of the family running the hospitality group. \u201cI\u2019ve never seen anything like it. They were super kind, fun. They were here to party and have a good time, but they did it in a way that was just like fun and respectful.\u201d<\/p>\n

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Freeman told Fortune<\/em> the crowds skewed both international and local, with Coogan\u2019s drawing large local crowds during Team USA matches. \u201cWe just felt that the Scots really brought a sense of like happiness, community, and fun,\u201d she said. \u201cAnd I think it kind of trickled down to the locals alike.\u201d<\/p>\n

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Kansas City translated BBQ menus and showed off yerba mate<\/h2>\n

Joe\u2019s Kansas City Barbecue, a 30-year-old chain that grew out of a converted convenience store and competition-barbecue roots, is usually closed on Sundays. Expecting large crowds thanks to the World Cup, owners decided to open on Sundays. After receiving those large crowds, the owners then decided to give their employees a break, and go back to closing on Sundays.<\/p>\n

But on the final Sunday Joe\u2019s stayed open, the restaurant turned away hundreds of people already in line rather than risk cutting corners on quality. \u201cThe owner just opted that crew was more important than the dollars. It\u2019s just more important to make sure we didn\u2019t lose key crew members, that we weren\u2019t overworking them,\u201d Eric Tadda, the chain\u2019s director of marketing, told Fortune<\/em>.<\/p>\n

Joe\u2019s used Kansas City Chiefs games and the Chiefs\u2019 Super Bowl run as the closest benchmark, modeling a 20% to 25% increase in demand, which the tournament easily matched. While a typical weekend sees 300 to 320 slabs of ribs prepped per location, the World Cup topped 400 at each of the chain\u2019s three restaurants. They even translated menus into Spanish and Dutch and equipped order stations with handheld translators, but they still were outpaced by hungry visitors.<\/p>\n

\u201cIt\u2019s the things you don\u2019t think about, straws, silverware, how many times you change the trash,\u201d Tadda said, although they were well prepared in terms of meat. \u201cThat Sunday, the last Sunday, we were pressing where we were running out of bread, running out of silverware, to-go silverware\u2014like that\u2019s again where we kind of knew this is getting to be too much.\u201d<\/p>\n

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\u201cI don\u2019t think we\u2019ve had anything like that for the length of six weeks,\u201d he continued, adding that Joe\u2019s began preparing months in advance, coordinating with the city and its distributors on staffing and supply, on the theory that every restaurant in town would be placing the same emergency orders at once. Despite the long lines that stretched well around the block, the crowds were \u201cso passionate, but so patient, and so happy to be here.\u201d<\/p>\n

Read more How the U.S. Constitution was designed with respect for \u2018a degree of depravity in mankind\u2019<\/a><\/p>\n

Across town, Caf\u00e9 Coraz\u00f3n, a seven-time winner of Kansas City\u2019s best small business award, scaled for cultural specificity instead of volume.<\/p>\n

Argentinian owner Miel Castagna-Herrera spent a year planning how to meet a World Cup crowd. Sitting in a hotel-dense stretch of the Crossroads district near a cluster of Argentine-owned businesses, the caf\u00e9 leaned into its existing yerba mate menu\u2014a bitter, caffeinated South American tea\u2014after Argentine journalists filmed segments there the week before Argentina\u2019s opener. Those segments aired on Argentine television and drew visitors who recognized the caf\u00e9. \u201cI saw you,\u201d fans said before ordering.<\/p>\n

\u201cWe\u2019ve always had Americans trying [yerba mate] for the first time,\u201d Castagna-Herrera told Fortune<\/em>, \u201cbut I think now that everyone sees Messi with his mate gourd, people who are not Argentinians are trying it more often.\u201d <\/p>\n

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Sales at the Crossroads location rose 15% to 20% during the tournament, but were even higher at the caf\u00e9\u2019s other two locations\u2014complicated, she said, by a schedule spread across multiple cities that caused crowds to surge for a few days around a match, then disappear. \u201cIt\u2019s been a strange organization of how they\u2019re doing this World Cup,\u201d she said.<\/p>\n

Still, it\u2019s been gratifying to see both Americans and foreigners try not only yerba mate, but even drinks Cafe Corazon made specifically for the teams that played in Kansas City. \u201cIt\u2019s a mishmash, but then we made like a Tunisian coffee that they drink there, which is really fun.\u201d<\/p>\n

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From falling \u2018off a cliff financially\u2019 to \u2018paying bills\u2019 in Philadelphia<\/h2>\n

At Midnight & The Wicked, a cocktail lounge in Philadelphia, the World Cup collided with a separate policy change: Pennsylvania\u2019s decision to let the city extend bar hours from 2 a.m. to 4 a.m. for the tournament.<\/p>\n

Owner Artem Ustayev said Philadelphia summers are normally the slowest stretch of his business, as clientele decamps for the Jersey Shore. \u201cWe fall off a cliff financially speaking,\u201d he told Fortune<\/em>, recalling weeks last summer where the lounge did $30,000 in sales total\u2014for that whole week.<\/p>\n

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Brazil\u2019s group-stage match against Haiti upended that. Ustayev said the venue pulled in roughly $80,000 in sales that night alone, and close to $110,000 after taxes and tips. That would average some of his best weeks. \u201cI would do a full week on that, and I did that in one night,\u201d he said, calling it the busiest night in the bar\u2019s history.<\/p>\n

The lounge ran out of Corona a few times over the tournament, though Ustayev had stocked up on high-end liquor and champagne in advance. And, he added, extending hours to 4 a.m. didn\u2019t translate into rowdier late nights, contrary to what state regulators had worried about. \u201cThat was not rooted in reality,\u201d Ustayev said. Fans paced themselves rather than rushing to drink before an early close, he said, and staff saw no drop in tips despite the international crowd\u2014something many worried about given how predominant tipping culture is in the U.S. \u201cIf anything, they\u2019ve only seen an increase in their paychecks.\u201d<\/p>\n

And so has he. \u201cI\u2019m paying bills. Put it like that.\u201d<\/p>\n

Fans in Vancouver line up to get souvenirs \u2018they\u2019ll never lose\u2019 <\/h2>\n

On Vancouver\u2019s Granville Street, closed to traffic and packed with fans throughout the tournament, Adrenaline Tattoos found a different kind of demand: fans who wanted something permanent to take home.<\/p>\n

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\u201cTattoos are just like the new souvenir,\u201d said Mike Bilinsky, the shop\u2019s operations manager. \u201cWhenever people go somewhere, they want to permanently remember that trip, and that demographic of soccer fans is already tattooed to begin with.\u201d <\/p>\n

What began as a social media push\u2014the parlor initially offered free tats to any Canadian national soccer team member\u2014quickly became a new tourist attraction. While trademark restrictions kept requests away from FIFA\u2019s own branding, fans chose things like flags, maple leafs, and soccer balls, plus a particularly popular design: a tattoo styled after a passport stamp.<\/p>\n

At least half of the shop\u2019s World Cup-related clientele were international visitors, said Bilinsky, who compared the atmosphere on the street to Vancouver\u2019s 2010 Winter Olympics. \u201cEnergy on the street,\u201d he said. \u201cEveryone\u2019s just in a really good mood.\u201d<\/p>\n

Read more Ginsburg and Biden\u2019s blind spot: when leaders don\u2019t know when to leave<\/a><\/p>\n

\u201cIt\u2019s something they\u2019ll never lose,\u201d Bilinsky said of the tattoos.<\/p>\n

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From permanent tattoos and drinking Boston dry, to a bar doing nearly 300% of weekly business in one night, the World Cup is helping small businesses.<\/p>\n","protected":false},"author":1,"featured_media":3746,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[69],"tags":[],"class_list":["post-3747","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sports"],"yoast_head":"\nLooking back at the World Cup: Fans drank Boston dry, got permanent tattoos, sold out famous BBQ joints, and drove up small business revenue - Cross Country Moving Team<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/crosscountrymovingteams.com\/?p=3747\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Looking back at the World Cup: Fans drank Boston dry, got permanent tattoos, sold out famous BBQ joints, and drove up small business revenue - 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