Published January 14, 2026
By Eliza Galeana | Junior Journalist & Industry Analyst
The 2026 FIFA World Cup is shaping up to be one of the most significant economic growth drivers for Mexico’s restaurant industry. Through strategies such as special menus, expanded delivery services, workforce training, and efforts to extend tourist flows beyond host cities, industry leaders expect the global tournament to generate a substantial boost in sales for restaurants nationwide.
Claudia Ramírez, Executive President, National Chamber of the Restaurant and Seasoned Food Industry (CANIRAC), noted that the organization expects the sector to close 2026 with annual growth close to 5%, driven by tourism-related spillover effects and the World Cup, which is closely linked to food and beverage consumption by both domestic and international visitors.
Hugo Vela Reyna, President, Mexican Restaurant Association (AMR), estimates that during the days when World Cup matches are played, sales at food establishments in Mexico City, Guadalajara, and Monterrey could increase by as much as 15%. “We will be hosting 13 football matches, in addition to the knockout stages that are now part of the tournament format. We believe the World Cup will be a very important period for revitalizing the industry,” he said.
Reyna pointed out that the restaurant industry has endured roughly seven years of hardship due to factors such as the COVID-19 pandemic, the economic slowdown, inflation, and rising minimum wages, all of which have generated uncertainty across the sector. Similarly, Ignacio Alarcón, President, CANIRAC, explained that in 2025 sales were primarily affected by the global economic crisis, which reduced travel frequency among tourists and limited how often people dined out, compounded by insecurity issues affecting certain regions of the country.
He also noted that businesses have been heavily impacted by rising costs. “We have seen increases of more than 30% in some raw material inputs used to prepare food, while menu prices have not risen by more than 8%. We are absorbing a lot of the pressure, because if we raised prices as much as we should, people would go out to eat far less often,” Alarcón stated.
The CANIRAC president acknowledged that industry growth for 2025 had originally been projected at 5%. However, actual growth reached only 1.8%. “We fell well short of expectations, but we hope that 2026 will offer an opportunity for a rebound,” he said. In this context, Reyna stressed that the hype surrounding upcoming sporting events, including the FIFA World Cup and NFL playoffs, could create better conditions to spark renewed growth across the industry.
Ramírez emphasized that although Mexico City, Guadalajara, and Monterrey will concentrate a large share of activity, the sector’s strategy aims to extend the World Cup’s benefits to other regions of the country. In coordination with the federal Ministry of Tourism and state-level agencies, alternative gastronomic and tourism routes are being promoted to attract visitors to destinations beyond the official host cities.
The goal is for visitors to use their stay to explore nearby destinations such as Puebla, Tlaxcala, Queretaro, Guanajuato, or wine-producing regions in northern Mexico. “This approach seeks to ensure that the economic spillover is not limited to the host cities, but is distributed across more communities and restaurants,” Ramírez noted.
Another avenue for capturing World Cup–related consumption will be food delivery platforms. Ramírez underscored that CANIRAC is working with these companies to help restaurants identify peak demand times, key match days, and the types of dishes or combos most commonly ordered during games. This information will enable many businesses to design special World Cup menus tailored to at-home consumption, thereby expanding their reach.
To ensure high-quality service for international diners, CANIRAC, in collaboration with the National Center for Higher Education Evaluation (CENEVAL), signed a cooperation agreement to promote Habla Mundial (Speak World Cup), a national English-language training program. The initiative allows restaurant industry personnel to train and earn a micro-credential certifying their English proficiency. The program is implemented with the support of academic and technology partners, including Platzi, Latin America’s leading online professional education platform.
The course certifies key skills for assisting international visitors in English through a fully digital evaluation with formal validity. As a social impact and responsibility initiative, the program is offered at MX$690 (US$38.7), nearly 71% less than its regular price of MX$2,370, with the goal of enabling more workers to build confidence in service delivery and advance their professional development.
“At CANIRAC, we firmly believe that training and professionalizing human capital are fundamental pillars for strengthening the restaurant industry. Habla Mundial allows us to offer our members an accessible and practical tool to prepare their staff, elevate service quality, and respond more competitively at a pivotal moment for the country, such as the 2026 World Cup, while leaving behind lasting capabilities beyond the event,” Alarcón said.
As part of the program, establishments that certify their staff will be able to display a visible Habla Mundial seal, enabling tourists to easily identify venues where they will be served under international standards, encouraging customer choice and building greater trust.
“This initiative demonstrates how interinstitutional collaboration strengthens human capital, raises hospitality standards, and contributes to Mexico’s competitiveness ahead of the 2026 World Cup,” said Antonio Cosío, President, National Tourism Business Council (CNET).
According to the World Tourism Organization (UNWTO), approximately 30% of tourist spending is allocated to food and beverage consumption, positioning restaurants as a key element of the traveler experience. The 2026 FIFA World Cup will be the largest in history, featuring 104 matches across three host countries. According to estimates from the federal government, Mexico could receive more than 5.5 million international tourists, potentially generating an economic impact of approximately US$3 billion, CANIRAC underscored.