Not a sports bar? No problem. Independents are positioning to capture FIFA fever
Restaurant Business
Multiconcept group In Good Company Hospitality, with 18 venues, mostly in New York, has temporarily transformed the restaurant El Lugar into The Matchbox, with turf, games and a 136-inch screen. Some of the programming is also being applied to sister venues, but Matchbox, which is in a hotel, aims to be a World Cup hub. Founder Terence Tubridy estimates he has invested roughly $75,000 to $100,000 for the space and audio/visual equipment.

