World Cup fans turn host cities into a North American food tour

World Cup visitors are turning match trips across North America into a food tour, giving local restaurants and U.S. chains a burst of attention. The Associated Press reported that fans who arrived for soccer are seeking out regional dishes, fast-food names they know only from abroad and, in some cases, flavors from home.

Jack Goodwin, a soccer fan from London, told the AP that the American food he tried in Dallas, Boston, New York and Atlanta was greasy and excessive but also “absolutely glorious.” He said he found portions larger than at home and praised the taste, while joking that he could understand obesity in the United States.

Many foreign fans are aiming for brands and dishes unavailable where they live, according to the AP. The list includes In-N-Out Burger, Buc-ee’s convenience stores and Chick-fil-A, along with local staples such as New York deli food, Texas barbecue and Canadian poutine.

Norway striker Erling Haaland posted on X from outside Katz’s Delicatessen in New York, the AP reported. Harrison Murphy, traveling from London with his brother for the knockout rounds, told the AP he visited Chick-fil-A in Atlanta and was struck by the price and the free sauces, especially the chain’s signature sauce.

In Toronto, Glasgow resident Gary Bishop told the AP he had not heard of poutine before arriving for the tournament. He described the Canadian dish as chips with thick gravy, cheese and vinegar, and called it “absolutely delicious” while walking through Toronto’s FIFA Fan Festival in a Scotland jersey.

Some visitors are also looking for familiar tastes. The AP reported that Texas beer distributor Andrews Distributing hosted a busload of Dutch fans at its Dallas warehouse for Heineken and dancing.

Restaurant owners in host cities are embracing the new customers. Paul Barker, principal and founder of Pauli’s in Boston, told the AP that fans from Scotland, Brazil, England and other countries have lined up for the restaurant’s lobster rolls and posed for photos with workers. Barker said food has helped start conversations with visitors.

National and regional chains are also seeing interest. Waffle House, which has 2,000 restaurants across the South, opened a downtown Atlanta pop-up selling soccer balls, jerseys and patriotic merchandise, according to the AP. The company said in a statement that it was honored by the curiosity and enthusiasm from visiting fans.

Whataburger, the Texas-based chain with 1,100 locations, drew social media attention after fans from Japan and elsewhere posted about their visits, the AP reported. President and CEO Debbie Stroud told the AP the attention had come organically and said the company had not expected so many visitors to leave talking about a patty melt.

Barbecue was a planned draw for Terry Black’s Barbecue, a small Texas chain. Darien Kapture, its senior vice president of food and beverage operations, told the AP the company began securing extra meat more than a month earlier for its Dallas and Fort Worth restaurants, each about 20 minutes from the stadium hosting World Cup matches.

The AP reported that Terry Black’s takes four days to season and prepare beef brisket, then 12 hours to barbecue it. Kapture said Argentina fans packed the Dallas restaurant after a victory over Austria and praised the brisket.

Reviews have not all been favorable. The AP reported that some fans have complained about high stadium food prices, and a British fan told the BBC that breakfast tea from Dunkin’ was “not great.”

Still, the AP reported that positive reactions have dominated, including a wave of interest in ranch dressing. The Transportation Security Administration responded with a lighthearted reminder that travelers should put bottles of dressing in checked luggage rather than carry-on bags.

This story draws on original reporting from Fortune.