As Super Bowl Sunday nears on February 9, restaurants and bars have the opportunity to gain ground. Talker Research recently found that, for roughly one-quarter of adult respondents, food consumed during the game is more interesting than the NFL title tilt itself.
Must-have food items for respondents during the big game include hot wings (49%), “barbecue” (37%), 7-layer dip (36%), and pizza (30%).
Of course, the battle for consumers’ dollars is fierce when the NFL’s championship rolls around. For starters, snack food sales jump this time of year, climbing 14.9% during the week of the Super Bowl, according to Circana. In 2024, Americans purchased 107 million pounds of snacks during Super Bowl week, which reflects sizable food-at-home consumption.
So, how can establishments ensure they have steady business on Super Bowl Sunday?
“The first key to making Super Bowl Sunday fruitful is offering a menu that’s tailored to the occasion,” said Dennis Littley, chef and recipe expert at Ask Chef Dennis.
“Think sharable, crowd-pleasing items like wings, nachos, sliders, and loaded fries – things that scream ‘game day’ and pair well with beer and cocktails.”
To outdo the competition, establishments need to portray value, experts note.
“Consider offering package deals or pre-sale options,” Joshua Wood, CEO at marketing agency CJ Digital, told The Food Institute. “Portraying that your venue has put a lot of thought into the event will give people confidence (that) the experience could be better, and less hassle, than staying at home.”
There’s still plenty of time for bars and restaurants to develop an ideal gameplan for Super Bowl 59. Eve Kaufmann, senior marketing and promotions manager at the Thirsty Lion Gastropub chain, offers the following tips for establishments seeking to be well-prepared for the day of the big game:
- Assign clear roles to your employees
- Double check that your TVs and streaming services are ready to broadcast the Super Bowl seamlessly
- Finally, Kaufmann added: “Offer special ‘Big Game’ packages, with a variety of food options and fan favorites, that can easily be customized for any size of group.”
Experts like Littley feel it’s imperative that establishments create an atmosphere that consumers can’t replicate at home – and that entails a lot more than just 75-inch big screens.
“It’s the little touches that set you apart,” Littley said. “Offer something unique, like themed drinks, game-day giveaways, or half-time raffles.
“Loyalty discounts or drinks specials tied to game events, like one dollar off every time a team scores a touchdown,” he added, “can keep people engaged and spending. Social media is your best friend here; advertise your specials, show off your setup, and create hype.”
Adding a few unique LTOs never hurts this time of year, either. On that note, here’s a list of game-day recipes from acclaimed chefs, provided by Brustman Carrino PR:
- Forgotten Shrimp Dip: At Palm & Pine restaurant in New Orleans (the host city for Super Bowl 59), chefs Amarys Koenig Herndon and Jordan Herndon have developed a simple yet flavorful shrimp dip featuring cream cheese, mayo, Worcestershire sauce, lemon, and hot sauce.
- Corsair Kitchen Wings: At Corsair Kitchen & Bar in Miami, the chicken wings score major points with customers, thanks to their array of spices including blackening spice, garlic powder, onion powder, paprika, chili flakes, and chili powder.
- Fried Green Tomato Sliders: Chef Chris Borges of the Commons Club at Virgin Hotels in New Orleans provides a unique twist on the Southern classic by utilizing slider buns.
- BBQ Shrimp & Meatball Pistolettes: At another New Orleans haunt, The Bower restaurant, chef Marcus Woodham serves up a fan favorite featuring Cajun stuffed shrimp and a meatball roll.
- Halftime Margarita: At The Pool Club at Virgin Hotels New Orleans, lead bartender Heather Blanchard serves up a winner with a drink highlighted by Sauza Tequila and Combier L’Original Liqueur D’Orange.
As challenging as Super Bowl Sunday can be for businesses, consumers appear eager to spend this year. According to a recent Advantage Solutions survey, 67% of consumers say inflation will not deter their Super Bowl celebrations.
Approximately 76% of consumers plan to spend up to $250 on Super Bowl Sunday preparations.
“Super Bowl Sunday is one of the biggest days of the year for restaurants and bars, and with the right approach, it can also be one of the most profitable,” Littley said.
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