Martin Vonhof, Head of Trade Sales / Authorized Signatory at Lacher Großküchen GmbH

At the moment, we are not experiencing any unusually high demand related to the World Cup. The combination of limited public-viewing events and partly unfavorable kick-off times is causing many hospitality operators to plan rather cautiously. As a result, willingness to invest remains restrained.

Targeted World Cup campaigns are not a major priority for many businesses. Instead, our customers tend to rely on existing concepts and respond according to the situation. The topic is present, but it is not a dominant factor in day-to-day operations.

The greatest uncertainties lie in the kick-off times and the predictability of guest numbers. If matches take place late in the evening or during the week, profitability declines for many businesses. Traditional factors such as staff availability and cost developments also play an important role.

Short-term decisions generally increase during events of this kind. Especially under uncertain conditions, many arrangements are only finalized or adjusted at a very late stage. Flexibility is therefore becoming even more important than in previous years.

We assume that many people will follow the matches in a private setting. Without widespread public-viewing events, the hospitality sector loses an important driver of customer traffic. Our customers clearly notice this in their expectations.

For such events to be successful, planning reliability and visitor frequency are essential. Well-functioning and easy-to-implement concepts are crucial. Businesses that remain flexible and can adapt their offerings quickly have a clear advantage.