Now that groundhog Punxsutawney Phil has failed to see his shadow, predicting an early spring, Americans are gearing up for a groundbreaking 2020 rematch—and this one has nothing to do with politics.
On Sunday, February 11, 2024 at 6:30 p.m. ET, the Kansas City Chiefs and San Francisco 49ers will face off on the NFL’s biggest stage once again as the two football teams head to Super Bowl LVIII in Las Vegas, Nevada.
At this year’s football’s final showdown, it’s not just the two teams and their star players that are looking to break records. With last year’s Super Bowl making history as the most-watched U.S. telecast of all time, drawing an average of 115.1 million viewers, the NFL, CBS, and advertisers of all sizes are all hoping to shatter some records of their own.
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According to AXIOS, analysts are predicting viewership to be up even higher this year with the NFL, Paramount Global, and CBS hitting the tv viewership jackpot when the Chiefs entered the dual. Super Bowl LVIII is expected to receive never-before-seen attention across generations, as Swifties (Taylor Swift fans) tune in in hopes of catching a glimpse of the pop star supporting her boyfriend, Chiefs’ Tight End, Travis Kelce. And since just about everything Taylor Swift touches experiences a boost, the “Swift Effect” could potentially send the numbers for 58th Super Bowl to a skyrocketing 130 million.
What This Means to Restaurants
With this year’s Super Bowl attracting a wider audience than ever before as Swifties (or Swelces) sit down right next to their football-loving family members to watch the game, Super Bowl Sunday promises to be a lucrative opportunity for restaurants. With compelling Super Bowl restaurant promotions, restaurants across the country can maximize delivery sales on this day and keep customers coming back in the postseason.
Because food plays such a hugely integral role in the football experience, to say that Super Bowl Sunday is a big day for restaurants is a major understatement.
Pairing game snacks with the participating teams and host cities is a time-honored tradition. This year, Kansas City's BBQ acumen and San Francisco’s reputation as a foodie mecca will all be sprinkled with a little Vegas glitz.
While the two teams will be heating up in the Las Vegas sun, not all of Super Bowl Sunday’s action will be taking place on the field. Competition among restaurants is always fierce on game day, so now is the time for restaurants to plan ahead and get ready to score points at the register.
No matter which side of the gridiron you’re sitting, restaurant take-out and delivery is as much a part of the big day as the Lombardi trophy itself. In fact, while Thanksgiving takes first place as America’s top food holiday, Super Bowl Sunday is the biggest day for restaurant take-out and delivery.
Make sure the odds are in your favor by knowing what your customers will be craving. Score extra points by offering these fans favorites.
Top Ten Super Bowl Eats:
Cheese Pizza: 624% more popular on Super Bowl Sunday
Boneless Chicken Wings: 615% more popular on Super Bowl Sunday
Garlic Knots: 603% more popular on Super Bowl Sunday
Jalapeno Poppers: 597% more popular on Super Bowl Sunday
Hawaiian Pizza : 554% more popular on Super Bowl Sunday
Mozzarella Sticks: 506% more popular on Super Bowl Sunday
Pepperoni Pizza : 501% more popular on Super Bowl Sunday
Nachos: 410% more popular on Super Bowl Sunday
Onion Rings: 316% more popular on Super Bowl Sunday
Gluten-Free pizza : 275% more popular on Super Bowl Sunday
Americans are anticipated to consume:
1.42 billion chicken wings
11.2 million pounds of potato chips
139.4 million pounds of avocados
3.8 Million Pounds of popcorn
3 million pounds of nuts
325.5 million gallons of beer
To capitalize on your customer’s appetites for Super Bowl action, and stand out in the crowded restaurant arena, promote your restaurant’s special offerings early. Just be careful to follow best practices when advertising for the Super Bowl. One little-known rule of thumb is that it’s best to avoid using the exact phrase “Super Bowl” in your restaurant marketing. Because the NFL has the trademark on the phrase, it’s safer to use terms like, “The Big Game” or “Game Day” to avoid any trademark disputes.
Get Creative with Catering
One way to get ahead of the game is to offer Super Bowl catering packages on your delivery menu. Encouraging customers to order in advance will reduce pre-game pile-ups in the kitchen backlogs on your phone system. To help ensure a smooth experience for both your customers and your staff, offer discounts for pre-ordering.
Get creative with your catering menu by incorporating traditional game day favorites like wings, pizza and burgers with your restaurant’s signature dishes. If you’re a health-conscious eaterie, don’t be afraid to tackle a few game day menu specials. Even the most diehard fans will appreciate finding a restaurant that offers menu specials that let them remain true to their dietary preferences on game day.
While every restaurant in town will be running promos for pepperoni pizza and chicken wings, offering items like low-carb pizza, protein “super” bowls and keto cauliflower “wings” will win over waist-watching fans.
DIY Meal Kits
Add to your customer’s pre-game fun by offering Super Bowl DIY meal kits. Pizza-making kits that were popular during the last Chiefs-Niners contest in 2020 have never waned in popularity, and they’re perfect for half-time celebrations. Swifties and younger football fans will love decorating their own pizza crusts and adults will appreciate the distraction.
Team-Themed Dishes
For many folks, Super Bowl Sunday is more about getting together and hanging with friends, but there are plenty of fans who genuinely care about the game itself. Appeal to this audience by creating Super Bowl-themed dishes like Kansas City Sliders, Chief Cheeseburgers, San Francisco Sushi, and Niner Nuggets.
Let customers without sideline seats feel like they’re on the Vegas strip with end zone edibles like Vegas Veggie Burgers, Slot Machine Shakes, Blackjack BBQ, and Poker Pizza.
Game-day Menu Inspo
Lombardi Lasagna
49 Cent Wings
Vegas Veggie Tray
Field Goal Fries
Sideline Sliders
Super Poke Bowls
Touchdown Tacos
Super Salad Bowls
Blackjack Burritos
Chiefs Chicken Fingers
Football Flatbread
Gridiron Grilled Cheese
Defense Dogs
First Down Fajitas
Tailgate Tacos
Quarterback Quarter-Pounder
Wide Receiver Wings
Fullback Fries
Chiefs Charcuterie Tray
San Fran Sushi
Use Creative Pricing
It's the 58th Super Bowl this year, so let your menu’s pricing strategy get into the game.
Offer 58-cent wings, 58% discount on half-time delivery, or add spark to your price points. Think $5.58 Fries, $10.58 Pizza, and $58 party trays.
In honor of San Francisco, feature 49 cent wings, Buy One, Get One 49% Off Pizza, $4.49 Burgers, $2.29 Fries, and $14.49 Nachos.
If Kansas City is your team, consider 87 cent wings (Travis Kelce's number) or $15.00 pizzas (Patrick Mahomes' number.)
Giveaways and Contests
Get customers excited about the game – and your restaurant –by running contests and offering giveaways in the days leading up to the game. Try offering your social media followers the chance to win a free Super Bowl Party Kit, complete with a party package from your special catering delivery menu. Ask customers to enter by sharing a post featuring your restaurant’s offerings on their social media pages.
Hold a best picture contest, offering a free meal to the customer who shares the best picture of themselves enjoying your fare. And give extra points if they share the photo on their own social media.
Create a mascot competition, offering a free year of pizza for the customer who comes up with the best mascot for your restaurant.
Start promoting your giveaways across your social channels now. Featuring the winner’s “team photo” in a post-game post is a sure bet.
Giveaways and contests not only attract attention to your restaurant’s offerings, but they work overtime by hyping your establishment even after the game clock winds down.
Offer Alcohol For Delivery & Pickup
Americans consume 51.7 million cases of beer on Super Bowl weekend—that’s enough beer to fill an olympic sized swimming pool 2000 times! Boost your Super Bowl revenue by selling beer, wine, cocktails, and mocktails to-go.
Create Team-Inspired Packaging
If your restaurant is already in the spirit of alcohol delivery, up your game by using team-inspired packaging.
Or create beverage specials featuring team colors. Because this year’s game features two teams with the same colors, creating red, white, and gold packaging will please everyone regardless of which team they’re cheering on.
“Taylor” Made Menu for Younger Customers
This year’s viewers will skew younger than ever before, so be sure to tailor your menu (pun intended) to please younger palettes. Your Swiftie friends will appreciate a menu featuring their favorite star. Feature items like Swifty Chicken Fingers, (Taylor's Eras Tour Version: nuggies served with ketchup and "seemingly ranch.”)
Bet on Vegas Swag
Las Vegas is known for its high-roller celebrity-chef restaurants, but the city’s casino buffets are iconic. Since Super Bowl spreads are most often served buffet style, offer customers a party package that allows them to turn their living room into a craps table. Include some swag like a deck of playing cards and red, white, and gold poker chips and you’ll be golden!
Halftime Happy Hour
Restaurant orders tend to taper off as the game goes on, so consider offering specials during the halftime show to boost orders. Gear your halftime Happy Hour around the performance taking place in Las Vegas by creating Usher-inspired items like Usher Wings and Beer Specials or OMG Pizza and Fries.
Offer Pre-Ordering Discount
Past Super Bowl data has shown that restaurants tend to get swamped with takeout orders beginning seven hours before the Super Bowl. This influx of orders is great for your bottom line, but can be bad for operations and frustrating for customers. By offering pre-ordering discounts, you can avoid overloading your kitchen and allow your staff to prepare in advance.
Be sure to announce the deal on social media, via email, and on posters in your restaurant, and let customers know the cut-off day and time for the discount. This is a great way to gauge your inventory and staff requirements well before the big day arrives.
Your customers are getting ready for some football, so it’s time for your restaurant to get ready for the biggest game of the year. Stock up, staff up and gear up for game day now and you’ll be in good shape to tackle the competition by kick-off time.
By Eileen Strauss
