Tiny family restaurants, usually open during traditional restaurant hours, are opening up early - really early! - welcoming soccer fans during the wee hours of the morning and raking in sales.
World Cup soccer has also opened up an opportunity for street vendors, T-Shirt salesmen, and other soccer-related entrepreneurs who hope to cash in from the worldwide frenzy that is the World Cup.
Read about some of these restaurants and salesmen here in California, and how they are adjusting the way they do business to make sure they maximize their business opportunity by catering to World Cup soccer fans forced to watch games from Europe at 3 in the morning.
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