World Cup tourists are coming to L.A. for the soccer, but they’re staying for the $21 smoothies and Double-Doubles.
As the last Los Angeles FIFA World Cup event ended Friday, soccer fans were eating like locals and famous chains from the region were cashing in.
In the weeks that L.A. has hosted the World Cup, international soccer enthusiasts have flocked to big brands from the area, often in large groups wearing their countries’ jerseys.
It is a phenomenon seen at many of the host cities. In Dallas, giant gas station Buc-ee’s is the main attraction. For people visiting New Jersey, deli shops have been a hot ticket. In L.A., the place to be between matches was Erewhon.
Thirsty international sports fans gathered for pictures outside different Erewhons, wandered their aisles smiling, and, of course, picked up pricey smoothies.
While Erewhon would not comment on its business, mobility data company Arity, which uses phone data to track consumers, said Erewhon visits at the outlets around SoFi Stadium were quadruple what they were a week earlier on June 12, the day of the U.S. national soccer team’s opening match there.
Arity looked at what stores people visited within a 10-mile radius of SoFi that day and also found surges in visitors to nearby El Pollo Loco and Trader Joe’s.
Locals have spotted groups of people in Korea jerseys huddled together, trying to decide what to order at In-N-Out.
Some complained on social media that international tourists at Trader Joe’s were buying up all the mini canvas tote bags.
Soon after the Belgium vs. Spain quarterfinal ended Friday, the In-N-Out near SoFi had a long line of soccer fans stretching out the door in bright red and yellow and black jerseys and matching striped hats and scarves.
One of the workers said he had to explain “spread” and “animal style” to foreign football fans.
“I didn’t know this place existed,” a fan from Romania said while waiting in line.
Los Angeles and other cities and states that have hosted the event need the soccer fans to spend money to make the event worth all the time, effort and money it requires.
A rosy 2024 report projected the World Cup could bring more than $800 million to the L.A. region as 180,000 people converge on the area to sleep, eat and spend.
There were early concerns people weren’t turning up for the event because of the high ticket prices and the difficulty of obtaining visas for citizens of some countries.
However, at least for some L.A. hotels, there was a surge of last-minute visitors which pushed up occupancy and room rates.
While sports fans are not in the region to shop, they do make time for it.
World Cup customer spending is also apparent in beer sales. Andrew Heritage, the chief economist at the Beer Institute said beer purchases at entertainment and attractions in L.A. – outside of World Cup spaces – were up around 10% from normal.
“That tells me that fans in the L.A. area have decided to extend their stay and take in all the other things that the area has to offer, rather than just the match itself,” he said.
On social media, the purpose of these shoppers is clear: grab a quick souvenir or local specialty and take a selfie.
The data from Arity suggests that fans are very efficient when they spend at local spots, diving in, getting what they want and getting out as soon as possible, said Jeff Schlitt, a director at the company.
“Normally you’re there for an hour. They’re going to be there for 15, 18 minutes,” he said. “Why is that? Because they were purpose-driven shoppers.”
For some travelers, the more popular American chains aren’t unfamiliar. But some of the native L.A. fare still comes as a surprise.
As one Belgium-Spain matchgoer from the Netherlands stood taking a picture of the In-N-Out sign after the game, he said he’d never had a burger like the one he’d just tried.
“We only have McDonald’s and Burger King,” he said. “It’s way better.”
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