Despite forecasts of another strong year for domestic tourism, supermarkets rather than pubs will be the ultimate winners from this summer's Football World Cup, according to a new poll. The poll of more than 2,000 consumers by professional services firm PricewaterhouseCoopers (PwC) found that one in five planned to watch the world cup in a pub, with just under a third (31%) expecting to visit their local more during the competition as a result. However, PwC pointed out that with almost 80% planning to watch the competition in South Africa at their home or at a friends’ house, the real winners will be supermarkets and take-away outlets. David Chubb, partner at PricewaterhouseCoopers, said: “The football World Cup, in combination with summer trade and the staycation, should offer pubs a boost. “However, while the football may offer some respite, landlords should avoid pinning their hopes of a business revival on the four-week tournament. The pub trade cannot build a recovery just off the back of the World Cup.” Chubb warned food-led pubs, which have done relatively well during the recession, to avoid alienating dinners during the period by turning their dining areas into extensions of the football grounds. Nearly 560 pub groups and businesses have fallen into insolvency over the last two years, including Orchid, Admiral and London Town, according to PwC, and currently insolvency rates are up 60% from January 2008 to January 2010.