DENVER, CO – As the global sporting spotlight turns toward the pitch this summer, Old Chicago Pizza + Taproom, a perennial leader in the craft beer and casual dining sector, has announced a comprehensive brand activation designed to capture the fervor of international soccer fans and culinary enthusiasts alike. The company officially launched its "World Taps & Apps Tour" on June 24, a multi-faceted campaign that integrates limited-time beverage partnerships with a significant expansion of its permanent menu offerings.

The initiative, which is scheduled to run through August 16, represents a strategic move by the Denver-based chain to capitalize on the "eatertainment" trend, where high-stakes athletic events drive increased foot traffic to venues offering curated, communal experiences. By blending international beer culture with its signature "scratch-made" culinary philosophy, Old Chicago aims to reinforce its position as a premier destination for sports viewing and social gathering.

Main Facts: A Dual-Track Strategy for Growth

The "World Taps & Apps Tour" is structured as a six-stop immersive experience. At its core, the tour leverages the brand’s long-standing reputation for beer expertise—a legacy built on its famous "World Beer Tour"—to offer a curated selection of beverages that reflect the global nature of this summer’s premier soccer tournament.

The beverage program features a high-low mix of international stalwarts and domestic craft favorites. The three primary national partners include:

• Kirin Ichiban: Representing the precision of Japanese brewing.
• Stella Artois: The classic Belgian pilsner often associated with international prestige.
• Bell’s Oberon: A quintessential American wheat ale that signals the height of the summer season.

In addition to these national anchors, each participating location will feature three customizable local draft selections, ensuring that the "World Tour" remains grounded in the local craft community—a hallmark of the Old Chicago brand. To appeal to a broader demographic, including the rising market for Ready-to-Drink (RTD) cocktails, the tour also highlights the Berry Cherry Limeade BuzzBallz, providing a vibrant, portable cocktail option for guests.

Simultaneously, Old Chicago is utilizing this period to debut four new permanent additions to its core menu. These items are designed to increase flavor complexity and provide greater variety for a consumer base that is increasingly seeking "bold" and "craveable" profiles.

Chronology of the Summer Activation

The rollout of this campaign follows a meticulous planning phase aimed at aligning the restaurant’s operations with the international soccer calendar.

1. Phase I: Strategic Selection (Spring 2024): Corporate culinary and beverage teams identified key flavor profiles and brewery partnerships that would resonate with a diverse, sports-focused audience. The decision to include BuzzBallz reflects a data-driven approach to the growing popularity of spirit-based RTDs in the casual dining space.
2. Phase II: Menu Integration (Early June 2024): Staff training across 52+ locations focused on the new permanent menu items and the specific tasting notes of the featured "World Taps" beers. This ensured that the "tour" would be an educational experience for guests, not just a sales promotion.
3. Phase III: Launch (June 24, 2024): The World Taps & Apps Tour officially commenced, synchronized with the opening rounds of major international soccer matches.
4. Phase IV: Sustained Engagement (July – August 16, 2024): The tour continues through the peak of the summer heat, concluding just as the international tournament cycle winds down, allowing the new permanent menu items to take center stage in the brand’s late-summer marketing.

Supporting Data: The Culinary Infrastructure

Old Chicago’s expansion is supported by a robust culinary infrastructure that distinguishes it from standard pizza franchises. The brand’s "Winning Crust" trifecta remains the foundation of its food service:

• Chicago-style Tavern Thin: A crispy, square-cut tradition.
• Ale-Infused: A proprietary dough that utilizes the brewery-centric DNA of the brand.
• OC Thick: A signature pan-style crust designed for those seeking a more indulgent, "Chicago-deep" experience.

The data suggests that appetizer sales are a critical driver of "dwell time" in taprooms, particularly during three-hour soccer matches. By introducing two new appetizers specifically for the World Taps & Apps Tour, and four new permanent items, Old Chicago is looking to increase the average check size while providing the "shareable" food options that modern diners prioritize.

The brand’s footprint—operating in 21 states with over 52 restaurants—allows it to act as a significant "macro-local" player. While the national partners provide scale, the inclusion of three local taps per restaurant allows the chain to tap into the $28 billion U.S. craft beer market by supporting regional microbreweries.

Official Responses: Leadership on the Brand Vision

Jeremy Underhill, Senior Director of Operations for Old Chicago, emphasized that this summer’s activation is about more than just food and drink—it is about the "connective tissue" of the taproom experience.

"Old Chicago has always been a place where people gather to celebrate the moments that bring them together, whether that’s cheering on their favorite team, discovering a new beer, or sharing great food with friends and family," Underhill stated.

He further elaborated on the strategic intent behind the dual launch: "The World Taps & Apps Tour combines all of those experiences in a way that feels especially fitting during this global soccer event. At the same time, we’re continuing to invest in menu innovation with new items that give guests even more reasons to visit—we’re creating memorable experiences that keep the excitement going beyond game day while rewarding them for coming back."

This sentiment reflects a broader shift in the industry toward "loyalty-centric" marketing. Through the OC Rewards program, guests participating in the tour can unlock exclusive offers, a move designed to convert "event-day" fans into "everyday" customers.

Implications: The Future of Casual Dining and Sports Synergy

The launch of the World Taps & Apps Tour carries several significant implications for Old Chicago and the casual dining industry at large.

1. The "Sport-Dining" Synergy:
As streaming services fragment traditional media, live sports remains one of the few "appointment viewing" events that can reliably drive people out of their homes. Old Chicago is positioning itself as a "third place"—a social environment outside of home and work—where the communal energy of a stadium is paired with high-quality hospitality. This strategy is essential for survival in a market where delivery apps have made "eating at home" the default for many.

2. Menu Diversification as a Hedge Against Inflation:
By expanding its permanent menu with "bold flavors" and "greater variety," Old Chicago is addressing the "veto vote"—the phenomenon where a group chooses a different restaurant because one person wants something other than pizza. Expanding into more diverse appetizers and hearty entrees ensures the brand remains relevant for a wider range of dining occasions, from quick lunches to celebratory dinners.

3. The Evolution of Brand Loyalty:
The integration of the OC Rewards app into the World Taps & Apps Tour highlights the importance of first-party data. By incentivizing guests to track their "stops" on the tour via the app, Old Chicago gains valuable insights into consumer preferences, geographic trends, and spending habits, allowing for more personalized marketing in the future.

4. Quality Over Convenience:
In an era of "fast-casual" dominance, Old Chicago is doubling down on "scratch-made" and "hand-breaded" offerings. This focus on culinary craftsmanship serves as a differentiator against competitors who may rely more heavily on pre-packaged or frozen components. By maintaining three distinct crust styles and a massive 110-beer "World Beer Tour" library, the brand is appealing to the "connoisseur" segment of the casual dining public.

Conclusion

Founded in 1976, Old Chicago Pizza + Taproom has navigated nearly five decades of shifts in the American dining landscape. Its latest move—the World Taps & Apps Tour—is a sophisticated blend of nostalgic brand identity and modern marketing precision. By aligning with the global spirit of soccer and committing to continuous menu innovation, the chain is not merely reacting to summer trends but is actively shaping the "taproom" experience for a new generation of fans.

As the tour progresses through August 16, the industry will be watching closely to see how this blend of international flair and local craft sensibilities impacts the brand’s mid-year performance. For now, Old Chicago has successfully set the stage for a summer where every goal on the screen is matched by a new flavor on the plate.