A Hampshire restaurant has banned the ‘f-word' and is offering a football-free zone as World Cup fever grips the nation ahead of England's tournament debut tonight against Tunisia.
It's not just England matches that are being shunned. Koop + Kraft, in the village of Cowplain, has banned the entire competition from the venue in its efforts to create a haven for non-football fans.
"We are making our restaurant a place to escape. Literally every venue around here is showing the football. Our idea has gone down really well so far," owner George Purnell told www.portsmouth.co.uk.
"People who don't like football want a place of solitude, somewhere to retreat and escape from the places where there will be big televisions and people shouting and screaming. There are a lot of people who just want to see business as usual.
"When there's a big event like this happening, if you don't like it then you're pretty stuck. That's why we are doing this."
Koop+Kraft was launched by Purnell and entrepreneur Kaz Miah in January 2018.
Hospitality recruitment specialists Adia have predicted that the industry could benefit to the time of £430m if England reach the final of the competition.
The "hospitality bounce" seen during Euro 2016 saw £116m spent in bars and pubs during the tournament.