Pub kitchens across the country are predicted to do a roaring trade in breakfasts tomorrow as rugby fans flock to their local to watch England take on South Africa in the World Cup Final.
With the match taking place in Japan, kick-off is at 9am UK time, sparking a potential breakfast bonanza for the pub trade.
In London alone, around 2,000 pubs are expected to open their doors early. Greene King, one of the country’s largest operators, said that more than 500 of its pubs will open up early for the game.
Publicans up and down the country are planning to lay on special breakfast deals and offer tea and coffee to fans that watch the match.
Elton Mouna, managing director of Remarkable Pubs, which runs 16 London venues, told the Evening Standard this week: “The Rugby World Cup has given us an early morning reminder of the halcyon FIFA World Cup days. Breakfasts have been flying out of our kitchens faster than England have been clocking up the wins.”
Experts predict that England rugby fans will consume one million extra pints on Saturday should England go on to win the trophy.
The British Beer & Pub Association estimates the extra number of pints potentially bought on ‘Super Saturday’ in the event of an England victory could provide as much as a £3.8m boost to the pub sector.
An England win would also be great news for the taxman too, with beer duty and VAT meaning that HMRC would get an additional windfall as high as £1.2m from pub-goers.
Andrew Tighe, policy director at the British Beer & Pub Association, said: “With the early kick-off of 9am, pubs will be looking to make the most of their increasingly broad offer, laying on breakfasts and coffees to get England fans through the door.
“If England do win the Rugby World Cup, we expect many fans to stay in their local for the afternoon and evening to celebrate, boosting beer sales by up to one million pints.”