The World Cup has brought hundreds of thousands of international visitors to the United States (as well as Canada and Mexico), and along with them, a plethora of social media content.  

The posts are filled with positive experiences these football/soccer fans are having across the USA, which, as an American, I am thrilled to hear — and see. I am proud that these fans (‘tourists’) see how friendly, hospitable, generous, and yes, patriotic, Americans are. And it is quite entertaining to see them rave about American cuisine, marvel about portion sizes, and express shock over free beverage refills. 

Of course, what I also find amusing, but more so disconcerting, are the posts about coffee and tea experiences. The English and Scottish have complained about not being able to find a good cup of tea, which is understandable. Many came prepared by bringing their favourite tea with them, one mentioned by several Brits was PG Tips. Other visitors in the ‘deep South’ dealing with ‘extreme heat’ (90+F/30+C) – but normal in states like Florida and Texas in June – actually tried sweet tea, unsweetened iced tea, and even Milo’s ready-to-drink tea, and liked them. 

While US cities are filled with independent coffee shops and of course, chain coffee shops, in Boston, World Cup visitors flocked to Dunkin’, and although someone posted about trying 7Brew (which operates in 38 states); in Texas (Dallas and Houston), the go-to spot seems to be the gas station/convenience store chain, Buc-ee’s (known for its 100+ gasoline pumps, mega store with freshly cooked foods, expansive beverage selection, clothing, etc.). I do not know who Buc-ee’s coffee supplier is, but they definitely do not have baristas preparing beverages, so I was not surprised when one Aussie posted that she disliked the coffee there. With their preference for espresso-based coffee, it is doubtful Australians would enjoy mass brewed coffee that is continually refilled such as Buc-ee’s is for its on-the-go customers. The same woman posted a few days later that she tried a horchata latte at Starbucks, which she liked much more than the Buc-ee’s coffee.  

In Miami, one Cuban American took it upon himself to introduce the Tartan Army to Cuban coffee. Many were hesitant (and some had already started consuming alcoholic beverages and did not want a sample), but those who did try the coffee said they had never tasted anything like it but enjoyed it. 

In between trips to fast-food chains and convenience stores that serve freshly prepared food, I hope World Cup fans will seek out actual coffeehouses, be they national chains or independent specialty shops, so they can experience quality coffee and support small businesses. Most coffee shops have improved or are improving their tea offerings so there is a good chance tea-drinking soccer fans may be able to find a decent cup of tea.  

Coffee shop operators located in cities hosting World Cup games should take this opportunity to run promotions or offer samples to entice soccer fans to visit your establishments. Who knows, maybe your latte or botanical iced tea could create a frenzy on par with Ranch dressing or Chick-fil-A sauce…