Jack Goodwin flew in from London. He hit Dallas, Boston, New York and Atlanta chasing soccer. Yet the food left the biggest mark. “It’s greasy, it’s disgusting, but it’s absolutely glorious,” he told reporters. Then came the punchline. “The portions are a little bit larger — a lot more tastier — so I can understand the, um, obesity here. … yes, the food is fantastic here.”
Goodwin isn’t alone. Thousands of international fans have flooded U.S. host cities for the 2026 FIFA World Cup. Many arrived expecting stadium drama. Instead they discovered free refills, ranch dressing by the bottle and late-night Waffle House runs. Their videos and posts have exploded online. Chains from Buc-ee’s to Whataburger suddenly find themselves viral sensations.
The reactions range from awe to gentle shock. Harrison Murphy, another Londoner, tried Chick-fil-A in Atlanta. Sauces came free. Portions stunned him. “Have you had Chick-fil-A? It was fantastic and so cheap,” he said. A worker recommended the signature sauce. Murphy called it remarkable.
Portions. Prices. Flavors. Fans keep circling back to these themes. Some compare notes on poutine in Toronto. Others fixate on 30-ounce sodas. One Scottish visitor proclaimed poutine “absolutely delicious” after one bite of thick gravy and vinegar. The comments pile up. And the cameras keep rolling.
But the real story runs deeper than viral clips.
Restaurant operators report genuine lifts. Terry Black’s Barbecue in Dallas and Fort Worth prepped extra brisket weeks ahead. The process takes four days to season and 12 hours to cook. Staff run pits around the clock. Argentine fans packed one location after a win. They cheered the meat as loudly as the match. “They were hooting and hollering and praising the brisket,” said Darien Kapture, senior vice president of food and beverage at the chain. The moment captured exactly what operators hoped to see.
Whataburger never planned for this spotlight. Japanese visitors and others posted enthusiastically about patty melts and Texas staples. The attention stayed organic. “We knew the World Cup would bring the world to Texas and our footprint across 17 states,” said Debbie Stroud, president and CEO of Whataburger. “We just didn’t realize so many visitors would leave talking about a patty melt.” Simple. Effective. Unplanned.
Waffle House leaned in harder. The Southern breakfast icon opened a pop-up in downtown Atlanta. Branded soccer balls, jerseys and gear flew off shelves. Company leaders expressed honor at the curiosity visitors showed. Their statement captured the mood. Fans treated the 24-hour spots like tourist destinations. One German supporter, known online as @FreddyLA7, visited multiple times. His 1 a.m. review scored a perfect 10. “Great food, great prices, and friendly staff. 10/10, we will be coming back,” he posted. The clip spread fast.
Similar stories repeat across cities. Erin O’Connell from Scotland posted a TikTok from Boston after her first Raising Cane’s box combo. “10 out of 10. The sauce is delish.” That video passed 400,000 views. Taco Bell earned almost religious praise. One fan labeled it “the holy land.” Taylor Montgomery, global chief brand officer at Taco Bell, noted the brand’s pop-culture footprint prepared visitors long before arrival. “For many international visitors, a Taco Bell run is practically a rite of passage,” she said.
Ranch dressing triggered its own phenomenon. Converts loved it so much that TSA issued a reminder. Pack the bottles in checked luggage. Carry-ons would not work. The warning mixed humor with practicality. It also signaled how thoroughly the condiment had won fans over.
Not every reaction stays positive. Stadium concession prices drew complaints. One British traveler called his Dunkin’ breakfast tea “not great.” Yet those notes feel like outliers. Most posts celebrate size, value and novelty. Swedish influencer @elsathora shared a photo of a gas-station Twinkie and Buffalo Blue Cheese Combos. “I feel like I’m living in a movie,” she wrote.
Paul Barker runs Pauli’s, a Boston sandwich shop famous for generous portions. International crowds lined up for lobster rolls. They photographed staff. They chatted about food as an icebreaker. “I have not seen anything like this ever in my life,” Barker said. “Food becomes a natural conversation starter. It’s just been incredible for us to be part of this.”
Michelle Korsmo, CEO and president of the National Restaurant Association, put the moment in perspective. “You can’t top American restaurants for amazing food and fantastic places to gather,” she said. Chefs, servers and hosts across 11 host cities prepared all summer. The joy visible on social feeds matches the energy inside dining rooms.
Of course some clips exaggerate. A New York Times analysis pointed out that not every viral tourist is new to the country or even attending matches. Some accounts recycle older content or adopt personas for clicks. The feel-good narrative still holds power. Real fans and staged ones both drive foot traffic. Chains benefit either way.
Promotions added fuel. McDonald’s launched a FIFA World Cup 26 Meal with collectible cups and gold-packaged Big Mac sauce. Buffalo Wild Wings offered global-flavor items. Wingstop pushed boneless wing deals. These moves targeted watch parties and extended the hospitality beyond match days. A recent FranchiseWire roundup cataloged dozens of similar limited-time offers from Auntie Anne’s to Baskin-Robbins.
Economic forecasts suggest the tournament could generate billions in spending. Restaurants capture a meaningful slice. Local spots in Kansas City, Miami and Mexico City report similar surges. Dutch fans danced at a Texas beer distributor’s warehouse. Japanese visitors hunted steaks and barbecue in Dallas. The pattern repeats. Fans arrive for soccer. They leave talking about brisket, sauces and 24-hour diners.
Goodwin, the Londoner who blew his mortgage on the trip, saved his highest praise for Texas barbecue. “The best food we’ve had here is in Dallas. Texas barbecue. Unbelievable.” He called it the most gorgeous food of the entire tour. That single sentence, repeated across interviews and posts, explains the boom better than any sales chart. Visitors expected competition on the pitch. They found it on the plate instead.
The trend shows little sign of slowing. Matches continue. Cities still swarm with supporters. And American chains keep serving heaping portions with a side of surprise. For an industry always hunting new customers, this summer delivered an audience that arrived ready to be impressed. They ate. They posted. They returned for seconds. The World Cup scoreboard tells one story. The receipt totals tell another.
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