“We are very excited, but without a solid base”said to Coffee & Business the president of the Uruguayan Center for Retail Storekeepers, Baristas, Self-Servicists and Allied Workers (Cambadu), Daniel Fernández, on the expectations of vendors —especially in the gastronomic field— ahead of the next World Cup, which will be held in Qatar from this November 20.
The leader explained that the deceleration of commercial activity in the past months and the schedules in which the Uruguayan matches will be played temper that optimismdespite the fact that the World Cup usually stimulates the market.
For this reason, Fernández explained, the gastronomic businesses fear not seeing as much benefit from their activity, and they take the sports festival with caution. Businesses in this category, such as Montevideo Beer Company and Mercado Ferrando, agreed with this vision.
Benefits for the world
For its part, the OrdenesYa platform displayed a benefits package for the World Cup harvest, which point to its three parts of the business: the locals (with prizes according to their performance); the deliveries (to whom they will give light blue t-shirts) and the consumers finals (with raffles, discounts and other benefits).
To receive the World Cup, the application, which has the image of the Uruguayan player Federico Valverde For your advertising campaign, you expect your operations to increase by about 30% during those days. In addition, it promotes corporate benefits for those companies that watch the matches in Uruguay during their business hours.
The Uruguayan team will play its matches on Thursday, November 24 at 10:00 with South Korea, on Monday, 28 at 4:00 p.m. against Portugal, and on Friday, December 2 at 12:00 p.m. against Ghana. These hours generate a moderate expectation in businesses such as bars and breweries while arousing optimism in the Orders Now delivery platform and in its affiliated stores.
Leonardo Carreno
Delivery of Orders Ya waiting awaits your order
Bars and breweries follow the World Cup with attention
In this sense, the Purchasing Manager of Montevideo Beer Company, Franco Colella, explained that the dispute schedules of the matches complicate consumption. “At that time, several branches are closed and, for this reason, we decided to centralize the activity in the Puntas Carretas location, which is the one that operates during a longer time slot.”
In any case, he announced that several initiatives will be carried out, such as increase the number of televisions to broadcast the matches, investment will be made in merchandising (specifically in light blue glasses), and the sale of craft beers of national production. Although pessimism prevails, the executive explained that consumption “will depend on the permits that companies grant their employees to experience the World Cup.”
Mercado Ferrando’s brand manager, Jessica Moreira, agreed with the state of uncertainty, but advanced: “We seek to generate a festive atmosphere, with music and relaxed”. He also explained that they will decorate the premises and carry out “several special sales, like two for one”, in order to boost consumption. In addition, “we will have several televisions and also let’s play games at halftime of the games with prizes”, indicated Moreira.
“We have the particularity that we are not only a food court, but we have specialized stores, so many people also come to buy gifts,” added the brand manager in relation to the National festivities. And she developed: “Many come to eat and already take advantage of shopping to go. In December, bites of all kinds reign and, of course, the bars. During the spring and summer we added a new spot for beer and signature drinks on the patio, which is the most coveted spot in the market at this time, to speed up the service”.
Opposite impact on supermarkets
For her part, Tata’s Marketing Coordinator, Paula Rachetti, said that they are working with a focus on the World Cup and that several commercial strategies are being developed for the World Cup. These are directed “not only for the typical categories of this time —such as soft drinks, beers, snackmeat products, unplanned purchases—, but also for other categories linked to breakfast —such as infusions, biscuits, baked goods, cereals, juices—.
In the case of the first products, the supermarket chain projects a 10% growth above any other harvest. In the same way, it expects a growth of the second category of 15%which are explained by “the impact of the schedules of the matches in this World Cup,” Rachetti explained.
“This shows that we will be serving two lines of consumption simultaneously, the one related to Christmas and the one linked to the sporting event,” concluded Tata’s Marketing coordinator.
Leonardo Carreno
Tata expects an increase in sales of cold cuts for the World Cup
Delay of the Christmas harvest
“Beyond what the World Cup may impact on the market, the last two months of the year make up the period in which there is the largest harvest for trade,” said the economic advisor of the Chamber of Commerce and Services of the Uruguay, Ana Laura Fernández, in dialogue with Coffee & Business.
The most important harvest of the year runs the risk of being delayed, but not necessarily of suffering a negative impact, explained the specialist.
