The Ape & Apple pub in Manchester has credited the World Cup celebrations for giving people a reason to visit their local, with landlord Ryan McDermott expecting tonight's semi-final to continue the positive trend.
New management benefits from tournament
Ryan and Megan McDermott took over the Joseph Holt pub on John Dalton Street four months ago, following a £400,000 refurbishment. The couple, who also run street food spot That Burger Place, have been hosting World Cup matches alongside quizzes, live music, and smashed burgers.
“It’s been absolutely incredible for us - especially considering we don’t really have much of an outdoor space besides a little terrace area,” Ryan told the Manchester Evening News. “With this kind of weather, it can be quite tricky to draw people in so we’ve just tried to offer something really special for people. It’s gone down really well!”
Late-night games boost trade
The pub, spread across two floors with 12 TVs, benefited from Government support allowing later opening hours for matches, including England's 1am victory against Mexico. “You’ve got to give credit to the Government for acting pretty fast with that one,” Ryan said. “It was probably the best game we’ve played so far and it just so happened to be at 1am in the morning. The vibes were electric.”
Reviving pub love amid industry challenges
The World Cup arrives as the hospitality industry faces soaring costs, rising National Insurance, and changing consumer habits. Ryan said the tournament has brought life back to pubs: “It’s made people fall back in love with the pub, I reckon. People will come to watch the World Cup at their local, and then come back again because they’ve seen what they can do.”
He noted that midweek trade has also surged: “Tuesday’s are one of our quieter days so the fact there have been matches on then, which have seen us absolutely packed out, has been a massive deal for us.” On Saturday, crowds spilled into the street, with people sitting on car bonnets and deck chairs.
International fans and community welcome
The pub has attracted fans from Spain and Argentina, though Ryan joked that Argentina fans might not return after tonight's semi-final. In May, night czar Sacha Lord put £2,500 behind the bar at the Ape & Apple, chosen by his followers. “It really helped us,” Ryan said. “The turn-out was crazy - it just really welcomed us in and helped let people know what we do.”
Looking ahead to the semi-final
Ryan is optimistic about tonight's England vs Argentina match, kicking off at 8pm. “We’ve had so many great games out of England so far, we’ve done incredibly well as a team and we’re so grateful for what it’s offered us as a pub and as fans,” he said. “Fingers crossed we make it to the final on Sunday - it would be a great thing for everybody.”
He added: “We’ve just been incredibly lucky with what we’ve been able to achieve in the four months since we opened. It really does remind you why we get up at 6am and roll barrels around cellars. It makes you realise why it’s all worth it in the end.”
