Pokémon mania has officially swept not only Malta but, as the entire world, with 21 million global users, clinching its spot as the most popular game in history. Now, restaurants, cafes and bars are reacting creatively with the hope of cashing in on the craze.

Maxwell’s Bar and Grill in Covent Garden was the first in the UK to react, after discovering that dozens of users were waiting outside for the restaurant to open in order enter and begin their search of Pokémon.

As a result, in the first week of trading as a Pokéstop, Maxwell’s has reported an increase of 26 per cent in revenue with an additional 2,100 customers visiting throughout the week and sales of their Pokémon inspired Freakshakes hitting the 1000 mark within just three days of being launched.

The restaurant has now made it the sole responsibility of one employee to purchase and drop lures around Covent Garden which, attract virtual Pokémon, currently spending up to £100 a day in app purchases to attract users of the game to the restaurant.

Playing Pokémon and enjoying their namesakes at the Maxwell’s Bar and Grill.

The restaurant reports that for every £1 they invest in the lures, they are enjoying a return of £44. The restaurant has also launched Pokémon-inspired freakshakes, cocktails and donuts for customers to enjoy while hunting for Pokémon. Maxwell’s is also set to host a Pokémon Go Lure Party, with some 400 customers already confirmed to attend. The restaurant’s employees will be throwing up lures, attracting wild and rare Pokémon into the area, ready to be caught.

The restaurant has now made it the sole responsibility of one employee to purchase and drop lures around Covent Garden

“It’s incredible how everyone has reacted to the game. I was walking through Covent Garden last week and, in five minutes, had seen at least a dozen people running around trying to capture Pokémon. Working in hospitality, you have to react quickly to new trends and I had a feeling this could be a winner for us.

“Never in my life did I think Pokémon would form part of my marketing strategy, but it is great fun and allows us to engage creatively with our customers and new customers. Many employers are banning employees from using the game but we are actively encouraging our staff to download the app, engage with customers playing the game and simply have a bit of fun,” Maxwell marketing manager Anthony Knight, said.

“Within 24 hours we were seeing quite a large increase to our business,” he continued, with his staff informing him that many customers were coming in specifically to play the game. “We are actively encouraging customers to enjoy our free WI-FI, roam around the restaurant to find new Pokémon and also share with other users what Pokémon they have found here.”