This June kicks off the world’s premier soccer tournament, and for the first time the event will be spread throughout three countries — The U.S., Mexico, and Canada. What better way to get your crowd hyped for an international tourney than handing them a “passport” to allow them to eat their way around the world — via your menu, of course.
Those who complete their passports can enter a grand prize drawing for gift cards and swag to bring them back! By celebrating the world's biggest soccer stage in such an interactive way, you'll be the guaranteed place to be for all things futbol. Olé!
Pass the Passport
Let your design team shine by creating an actual booklet that mimics a real international passport. The more authentic-looking and feeling, the more guests will be inclined to engage. Feature your logo front and center, and have the participating countries listed throughout.
The idea is to feature dishes unique to their respective homelands — then the patron gets their book "stamped" when they order the particular dish. Play around with different ideas for the stamps — think flag stickers of each country or even food-themed icons (a sushi roll for Japan, for example).
The more collectible and creative you can be, the more likely your guests will share on their socials and bring friends back to play along.
Flag the Food
Think handhelds, street food, and snackable, shareable bites that are built for gameday energy. Bonus points for drink pairings that feel just as transportive. Consider creating specials for the host countries that can run at all times:
- Mexico: Mini Contigo® Shredded Barbacoa tacos with a side of Contigo Roasted Street Corn Dip + "fricy" (fruity/spicy) margarita
- Canada: Poutine with Roma® Crisp Take™ French Fries, (skin on for traditional!) + Bloody Caesar cocktail
- U.S.: Make it hyper local and feature your own local specialty (whether in-house or in-town!) + pair with a local brewery or distillery for a featured cocktail that will cheer on the home team!
As for the rest? You don’t need all 40+ nations — curate a smart, craveable mix across regions or based on your crowd. Here are a few examples to get your juices flowing:
- Spain: Start the beautiful game the right way with Bay Winds® Seafood Paella featuring Contigo Chorizo Sausage. + a crisp, white Albariño
- Japan: Wing lovers will obsess over karaage, chicken marinated in soy and sake, then breaded and fried. Use Asian Pride® Wasabi Powder (real wasabi with no artificial coloring) to whip up a dipping mayo with kick. + Japanese beer
- France: The classic Croque Monsieur beats a burger on a lot of days if you ask us. This grown-up grilled ham and cheese works perfectly on a pair of Heritage Ovens® Mini Buns. Just don't be shy with the West Creek® Gruyere. + French 75 or sparkling water with lemon
- Turkey: Score a goal with a Lahmacun "Turkish Pizza" topped with Piancone® Epicureo Ground Lamb and side of Zebec® Baklava. + a glass of Raki, Turkey’s unofficial national drink
Run the Field
Run the promotion the entire length of the competition. To encourage return visits (and not overwhelm your kitchen staff!) make dishes available only when those teams are playing. Or have the day's roster of teams set your menu for the whole day. This not only keeps operations tight but gives guests a reason to come back and collect every stamp.
Passports should be available in-house but consider going an extra length of the field and mailing them to loyalty members. It may take a bit more effort, but tangible, “fun” mail stands out and feels like a VIP invite rather than another promotion. Include a “free space” stamp for being a regular, and you’re guaranteed some passionate fans.