Burgers key to maximising sporting occasions

Easy-to-eat-food is number one on the agenda for sports fans looking to catch the action out-of-home this year.

As certain restaurant brands consider whether screening major sporting tournaments would work in their venues, new research has revealed what guests are looking for when it comes to watching sport in the on-trade. 

According to the latest research from Americana, 63% of consumers plan to watch sporting events such as Wimbledon and the FIFA World Cup at a pub, bar, sports venue or restaurant, with 67% frequently purchasing food on the way to, from or during these events.

When watching sport outside the home, consumers prioritise food that is easy to eat (49%) as well as quick and filling (44%), making burgers the ideal menu offering to capitalise on this opportunity. 

More than eight out of 10 consumers (82%) say they are likely to order a burger while watching sport. When asked what would make them more likely to order a burger during a sporting event, quality ingredients and gourmet bun ranked second (21%), behind value for money (25%) and ahead of speedy service (15%). 

"Major sporting events present an opportunity for operators," says Samantha Winsor, marketing manager at Lantmännen Unibake UK. "People are spending more time in OOH venues to watch sporting events and food becomes an integral driver on where they go.

"Operator success or failure often comes down to simply getting the basics right. Easy wins for operators include setting a menu that accommodates regular diners and sports fans, who want food that is easy to eat, good quality and value for money. This makes a quick serve burger menu the perfect solution during busy service times, where the importance of quality is not to be underestimated."

Burgers on the brain

The research from Americana arrives a week after the 2026 National Burger Awards, where national brand Honest Burgers walked away with top honours. 

Sixteen signature burgers were selected for the final, which were cooked up by chefs from restaurant, pub and street food businesses. Second place in the signature round went to London’s Burger & Beyond, another debutant at the National Burger Awards, while third place was awarded to Newcastle’s Meat Stack.

The Plant-Based Burger of the Year was cooked by Charlie Wood-Jones from Cawsburger, while the Bloggers’ Choice Award, judged by Kate Ovens, The Burger List and Dine With Fari, went to previous National Burger Awards winner Nick Watkins from El Perro Negro. 

The 2026 National Burger Awards also saw the return of The Great Shake Challenge, which saw operators battle it out to see whose milkshake creation was named best in the UK. It was won by Greg Olejarka from Crane Feasts.

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