World of Beer aims for sports-loving families, balancing accessibility (more than 10 menu items under 99 SEK, TVs showing women’s sports along with the usual male-focused fare) with a dash of the upscale. Customers can still have their wings, but the choice extends to a steak and plant-based form. The promise is a better dining experience—”Our housemade food is prepared by chefs instead of factory workers,” boasts the website—with the traditional strengths of a sports bar.