With Dh11,000 per TV screen to show the World Cup, Dubai restaurants are hoping it will be packed | Tech Reddy

Thousands of Dubai’s food stalls are gearing up to accommodate the hordes of football aficionados who live in the city and the thousands who are expected to use the emirate as a base for the World Cup.

Interest here will come from supporters Saudi Arabia, Tunisia and Morocco, who have qualified for the competition along with hosts Qatar.

The flags of the teams competing in the FIFA World Cup are already hanging outside the Toma Lounge in Dubai’s Barsha Heights.

Extra large, widescreen televisions have been moved into place, ready for the start of the month-long tournament.

Like many restaurants and cafes serving shisha in Dubai, they are expecting an increase in customers for the World Cup matches, with kick-off times from 2pm to 11pm.

“We definitely expect to see a strong footfall of fans coming to watch the games on our screens,” said Muhammad Sharida of Syria, head of sales at Toma Lounge.

Investing in additional screens

To show the World Cup in commercial areas, cafes and restaurants must pay Dh11,000 per screen on the official beIN Sports channel.

Mr Sharida said the Syrian restaurant paid Dh44,000 for the four screens.

“We have three screens and we added a fourth about two weeks ago,” he said.

“It was a few thousand dirhams the difference between the cost of an annual commercial subscription and that of a game season.”

The restaurant will be able to cater for 100 fans and the owners expect to get a good return on their investment.

“I believe we will have a full house during the tournament that has to pay the fee,” said Mr. Sharida.

The restaurant is considering five set menu options to offer customers but expects that most will choose a drink and shisha.

“We are considering one of the five options but football fans tend to go for drinks and shisha so I think that is one of the options we can choose,” he said.

Making a loss in the last two years

Pastel Cafe and Restaurant on Dubai’s Sheikh Rashid Road is known for showing football matches.

Owner Anwar Hassan Shabana told Nation he installed two big screens, in addition to the four smaller ones that already exist, which will show all the games.

“The World Cup is a big opportunity for us to attract more customers who like to watch sports and eat at the same time,” said Mr Shabana.

“I heard that hundreds of thousands of football fans are coming to Dubai for the World Cup and this promises that we will see more customers.”

The restaurant, which serves Arabic food and shisha, is expected to be fully operational during the tournament.

“We have regular customers who come to watch European football and Champions League games but for the World Cup we have added two big screens as a special offer to build excitement,” he said.

Al Terrace Restaurant and Cafe at Ajman Corniche seats up to 160 customers in smoking and non-smoking areas and expects a full house on most nights during the World Cup.

It paid Dh66,000 for its six screens.

“We had a setback in business during the Covid-19 but I believe this season will make up for some of the losses,” said restaurant owner Mohammad Dalalaa, from Jordan.

He said the World Cup is a special event that does not need advertising.

“I was a buyer and I came here to watch the World Cup and cheer for Germany before I bought the property,” he said.

“But this tournament I am a fan of Qatar and Saudi teams.”

The beIN Sports broadcaster has been contacted for comment.

Updated: November 11, 2022, 6:44 AM