You’re right, American football fans, soccer will never be as popular here as the gridiron game. But crowds gathering at restaurants and pubs this summer to watch the World Cup tournament prove “European football” is finally catching on.

What’s that? You say that’s not happening at your place? No semi-rowdy foreign jersey-clad fans arriving for a sunrise breakfast and soccer with friends? Based on what some of your competitors are doing, you might be missing an opportunity:

• An Indiana brewery created special beers using ingredients specifically harvested in World Cup competitor countries—and sold out of them during matches.
• A Chicago restaurant is opening at 6:30 a.m. to serve a pre-match breakfast.
• Same for a Florida pub and restaurant whose World Cup morning munchies include foods found on foreign breakfast tables.

If you can’t accommodate customers that early, can you create a delivered breakfast special for groups at work? We’ve ordered such meals at our office, and we know we’re not the only ones having a bite while sneaking a peak at the matches.