Euro 2020

As Euro 2020 heads towards its nail biting conclusion, our Senior Corporate Sustainability Manager, Katie Lawson talks about pub trade tactics and how the involvement of England, Scotland and Wales has affected our Hospitality clients.

Delayed by a year and spread across 11 host cities – Amsterdam, Baku, Bucharest, Budapest, Copenhagen, Glasgow, Munich, London, Rome, Seville, and Saint Petersburg – the Euro’s will conclude this Sunday.

Whilst Gareth Southgate has the enviable task of nursing a selection headache, pubs, bars and restaurants are suffering likewise. They’ve ordered in extra food and drink and extra staff have been on hand throughout the tournament to keep the nation fed.

Fans are ‘thirsty’ for more

The World Cup in 2016 saw £4.7bn worth of drinks – the equivalent of 546M pints – sold during eight weeks in the UK’s pubs, making major tournament football a definite “draught beer occasion.” Whilst the ongoing restrictions continue to present the Hospitality sector with many challenges, a tournament of this scale and nature is a welcome relief.

We’ve been working closely with our clients and our supply chain to pre-empt the seasonal demand we’re currently experiencing. No matter how big or small the impact of trade is, the commitment remains the same; maximise source segregation and recycling rates.

Alex Rollinson, Energy and Waste Coordinator, Marston’s,

“Big football tournaments are always an exciting event to look forward to in hospitality. This year, more than any other, it has got an even higher level of importance because it invites people to reconnect with their local and visit pubs and restaurants once again.” 

Katie Lawson, Senior Sustainability Manager, Novati,

“ It’s not uncommon in this sector to see pubs, bars and restaurants failing to consider the impact major events have on the volumes of material they generate, which is in stark contrast to their approach to stock ordering. My team have been working closely with our clients on events like Euro 2020 to factor in the impact sales have on waste generation. We not looking to be reactive and simply book bulky site clearances where everything tends to be treated as ‘general waste’. You could say that we’re inspired by Raheem Stirling and Bukayo Saka because we’re proactive and push forward with a strategy and tactics designed to achieve our goals.”

Just as we cheer the England team on Sunday evening, this year more than ever, we need to support our local pubs.