It has been a challenging few years for the region's hospitality sector, but with a World Cup and the Christmas party season here, DERIN CLARK speaks to pub and restaurant bosses to see if a financial boost has arrived.
Many pub owners have had the football World Cup circled on their calendars since the start of the year, eagerly anticipating a much-needed boost after a devastating two years of pandemic restrictions and lockdowns.
Although landlords have reported a rise in customers every time England's men play, the timing of this year's tournament means they are not getting the normal numbers experienced during a World Cup.
Paul Sandford, owner of Railway Tavern in Dereham, said that although they are getting a crowd to watch key games, the numbers are lower than what they would see if it was held earlier in the year.
"It would have been better in the summer," he said.
"During previous summer World Cups, we have had double the number of attendees.
"I think the cost of living crisis is a big factor, but the weather is also having an impact.
"We've done our best to keep everyone warm, but this year the cost of our gas and electricity has gone up four-fold even with the government's cap."
Micheal Pywell, landlord of The Kings Arms in Great Yarmouth, has also found that customer numbers are lower than what they would normally see during a summer competition.
"We have had a slight increase but we are well down on what we would normally see during a World Cup," he said.
"We are roughly 60pc down compared to what it would be in the summer.
"When the weather is warm people can sit in the garden, enjoy a pint and watch the football, but you can't do that in winter even though we have got a marquee outside.
"I think a lot of people are choosing to watch it at home instead.
"We did get a boost when England played on a Monday with more people than we would usually see on that day in November.
"But it has been more negative than positive."
In September research carried out by small business insurance provider Simply Business found that UK pubs had missed out on a £155m summer World Cup boost.
At the time there were concerns that pubs would have to choose between showing the World Cup or taking Christmas party bookings - which would see the hospitality industry lose out on one of its key events.
These worries seem to have been justified, with local pubs saying they have had to sacrifice Christmas bookings to show the football.
Mr Sandford said: "The World Cup is different this time because it is during the build-up to Christmas.
"We haven't been able to book any Christmas parties as we don't know exactly when England will be playing.
"Although we are getting a crowd in for the England games I think the Christmas party bookings are all gone now.
"We normally have bookings well in advance for Christmas, but we've not had any except for one or two."
Mr Pywell has also had to turn away Christmas bookings due to being unsure of when England will be playing.
"It is messing with our Christmas dinners," he said.
"People are ringing up asking to book for Christmas lunch, but we are unsure whether England will be playing on Saturday or Sunday yet, so cannot take the bookings.
"Some have taken an alternative day, but some people have left it.
"I don't know if they have decided to go somewhere else.
"On the day that England don't play, we will be quiet because we haven't been able to take the lunch bookings.
"If England gets to the final it might have been worthwhile."
Pubs that have opted to focus on offering Christmas parties have, however, seen strong bookings.
Siobhan Peyton, joint owner of Sculthorpe Mill near Fakenham, said that the pub was showing the football because it is important to the local community, but it is not a major part of the business.
"It has a negligible financial impact," she said.
Instead, the rural pub has been focusing on Christmas parties "which are doing well".
"We are getting a real cross-section of our community booking - local charities, local cycling groups, farm groups in the area," added Ms Peyton.
"We are also getting multi-generational family bookings."
Southwold-based brewery and pub chain Adnams has also seen strong Christmas bookings.
Nick Attfield, from Adnams, said: “We are seeing and welcome a return to levels of bookings for Christmas that we would want to have seen following the last few years of uncertainty and we are hopeful that this continues.”
Another local business that has seen strong Christmas bookings is Norwich restaurant Roger Hickman's.
“Christmas is generally looking busy this year, certainly bookings are comparable to last year, which despite the emergence of Omicron, was a good festive period for us," said restaurant owner Mr Hickman.
“Our Christmas Day lunch, where we are offering a seven-course tasting menu, sold out some weeks ago."
Although the cost of living crisis is seeing many tightening their budgets, pubs and restaurants that have been taking Christmas bookings haven't noticed this having an effect.
Ms Peyton said: "I think for this Christmas people will be spending a reasonable amount.
"What people will spend in January and February will provide a much clearer idea of the impact of the cost of living crisis."
Although Mr Hickman hasn't noticed people cutting back he said that "perhaps some people are coming a little less frequently".
He added: "But it’s fair to say that the cost of living crisis is probably having less of an effect on our customer base than that of some other hospitality businesses."
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