Leigh Baker, Customer Proposition Director, Foodservice at Booker, explains how the UK’s leading food and drink wholesaler is helping bars maximise one of the biggest trading moments of the year, the World Cup, with expert support, on-trend solutions and scalable, crowd-pleasing menus.
How is Booker supporting bar operators in preparing for major events like the World Cup, particularly when it comes to delivering crowd-pleasing food offerings at scale?
The World Cup is one of the single biggest trading windows of the year for the on-trade, and the operators who plan well will be the ones who do well. At Booker, we’re focused on making that planning as straightforward as possible, whether a venue needs a full shop ahead of the tournament or a quick top-up between matches. Our role is to combine quality ingredients, commercial insight and on-trend inspiration so bars can capitalise on the opportunity this summer of sport presents.
What are the key food and drink trends operators should be tapping into during high-footfall events like the World Cup to stand out from competitors?
Global street food is dominating matchday menus, and Greek cuisine in particular is having a moment. Its simplicity, fresh flavours and handheld format make it ideal for informal dining and high-volume service.
On the drinks side, spritz serves are a key trend, with Hugo, Limoncello and Sarti Rosa joining the classic Aperol as options that appeal to younger consumers gravitating towards fruitier, lower-ABV profiles. No- and low-alcohol options are also essential, with Dirty Sodas offering a fresh, customisable alternative to mocktails, alongside brands like Captain Morgan’s Spiced Gold 0.0% and Gordon’s alcohol-free gin.
Speed and consistency are crucial on match days—how does Booker help operators streamline their kitchens while maintaining quality across high-volume service?
We know operators need consistency, versatility and speed of execution on match days, so keeping menus simple by focusing on streamlined dishes that can be produced en masse without compromising on quality or temperature is key. We have a large range of convenient and versatile items which can be cooked straight from frozen, further supporting fast-paced kitchens where flexibility and waste reduction are critical.
Our nationwide branch network is backed by more than 140 dedicated support managers and specialist foodservice teams who work directly with pub and bar customers ahead of major events. They help operators forecast demand, set par stock levels and build contingency into their ordering, so the risk of running out of key lines during peak trading is significantly reduced.
With global flavours in demand during international tournaments, how is Booker helping venues introduce diverse, on-trend food options without adding complexity to their operations?
Sourcing on-trend lines from multiple suppliers adds time and complexity that most kitchens can’t afford during a tournament. Booker brings everything together in one place, so operators can build a globally inspired menu without the operational headache.
Our newly launched Food to Share range is designed for this moment. Curated around the rise of grazing, sharing boards and small plates, it includes standout dishes such as Truffle and Mozzarella Bites, Kimchi Hash Browns, Frickles, Pork and Nduja Meatballs and Nacho Cheese Triangles. The range is built to deliver on taste, texture and visual appeal, and works well for individual portions as it does for shared platters
Add in our catering-sized sauces, dressings and seasonings, and operators have everything they need to offer creative, contemporary menus without overhauling their kitchen set-up. The result is matchday food that feels considered, current and worth coming back for.
