The biggest immediate test comes when England face Ghana in Group L on Tuesday. Kick-off is scheduled for 21:00 BST, a slot likely to push household food orders deeper into the evening.
Both teams won their opening fixtures. England overcame Croatia 4-2, while Ghana beat Panama 1-0, giving the meeting added importance in the group. A second victory would put either side in a strong position to reach the knockout phase.
Waitrose says orders rose 17% during England’s opening match. Demand also increased before Scotland’s game against Morocco, pointing to a wider tournament effect rather than a one-off spike around England.
The tournament’s location is reshaping the normal match-night routine for UK fans. Fixtures played in North America can finish late locally, leaving supporters looking for food well after traditional supermarket hours.
The extended service is designed to cover the full matchday cycle, from pre-game snacks to food for the following morning. Branches themselves will not open later, and alcohol will not be sold during the overnight delivery period.
That creates a clear split between the stadium schedule and the home-viewing economy. The more often matches begin late in the UK, the more important delivery becomes to the fan experience.
The next marker will be England vs Ghana, when Waitrose can assess whether the early 17% increase develops into a sustained tournament trend. With four weeks of late kick-offs ahead, every major fixture could bring another surge in demand around the football.