Cricket, beer, and bites: Food chains eye 40% sales surge

As Team India prepares to face New Zealand in the Champions Trophy final this Sunday, restaurants, bars, and beer manufacturers across the country are gearing up for a demand surge.

- Varuni Khosla

The high-stakes match is likely to draw large crowds to venues offering live screening, and businesses across cities are bracing for a surge in sales.

Industry players are anticipating revenue jumps ranging 15% to 40%, with some expecting to double their usual Sunday business. From Mumbai and Delhi to Bengaluru, pubs and breweries are planning to host watch parties and special promotions to capitalize on the excitement around the mega cricket event to drive footfall as well as consumer spending.

"It's a super Sunday. It's perfect timing from afternoon till night for a high-stakes match. We are organizing watch parties at our outlets and expect considerably higher footfall as people in groups indulge and cheer India in lifting the trophy," said Rahul Singh, senior vice-president of the pubs and taproom division at B9 Beverages, which operates The Beer Cafe and Bira Taproom.