The "Five Borough Winners Special" program, offering 26 USD meal and drink combos at hundreds of restaurants and bars across New York City's five boroughs for World Cup tourists, faces significant criticism. Many visitors have labeled the initiative, launched by the New York City government in collaboration with the 2026 World Cup Host Committee and the local Tourism Authority, as "a waste of money" and a "rip-off." The program aimed to provide fixed-price deals at nearly 600 establishments.

A key draw of the program was the opportunity for diners to collect a set of five limited-edition souvenir cups, each featuring a distinct borough design. However, the lack of World Cup viewing screens at many participating venues has become a major point of contention. Francesco Cernigliaro, a 28-year-old tourist from Italy, expressed his disappointment after visiting Central Park Boathouse. "I am European, and this is no deal at all," he stated, noting that his 26 USD meal included a sandwich and a soft drink in a souvenir cup, but no television to watch the World Cup matches.

Souvenir cup sold with a 26 USD sandwich. *Photo: New York Post*

An Australian tourist recounted how her husband had to leave their restaurant to find a nearby pub to watch a game. She described the program as merely offering "a cheap cup" and characterized it as a "trap" for tourists. Staff at Central Park Boathouse confirmed the program's poor reception, revealing that the restaurant had sold only one to two such meal deals per week since the program started last month. They considered the offer unattractive. This issue was not isolated to Central Park Boathouse; other participating restaurants, such as Via 13 in West Village, which sells a "Pizza d'Oro" combo for 26 USD, also lacked World Cup broadcasting screens.

A restaurant selling a 26 USD meal deal in New York. *Photo: New York Post*

The program's implementation has been inconsistent. At Blue Haven East in Kips Bay, a bar employee was unaware of their venue's participation until a reporter inquired, requiring a check of the sales system to confirm the deal's existence. Similarly, Barfly Bar in Gramercy Park reported almost no customer inquiries about the program since its launch on 11/6. Football fans argue that these deals fall short of the expectations of visitors coming to New York for the World Cup. Lendell Parker, 29, from New Jersey, emphasized, "If they want to attract fans, bars need to create a football atmosphere instead of just selling promotional meals."

The perceived value of the deals has also been questioned. At Three Diamond Door, a 700 ml pina colada cocktail with a rum shot is offered for 26 USD, just one dollar less than buying the items separately. The regular menu offers a 350 ml pina colada for 12 USD, with an optional 3 USD rum shot. Nicole, a 43-year-old tourist, echoed the sentiment, stating that promoting deals without broadcasting screens makes the program feel more like a "profit-making scheme" than a genuine World Cup initiative.

Luis Mota, owner of La Contenta Oeste in West Village, confirmed that sales from the program have been lower than anticipated. His restaurant invested in the initiative, purchasing 500 souvenir cups from the city at 1,8 USD each and even producing additional Mexico-themed cups. Mota expressed his disappointment, saying, "I expected the World Cup to create an exciting atmosphere similar to Knicks basketball games, but that has not happened."

World Cup 2026 is drawing to a close, with only two matches remaining: the third-place playoff between France and England at 4h on 19/7 (Hanoi time), and the final between Argentina and Spain at 2h on 20/7 (Hanoi time).

Tuan Anh (According to NYP, NYC)