- Dravya Bansal
- Jan 21, 2024
- 7 min read
9 Ideas for Super Bowl Restaurant Promotions
Find inspiration for game day restaurant promotions plus tips to score more sales.
The Super Bowl stands as one of the initial major events that restaurants can leverage in the new year. With almost 193 million individuals tuning in on TV’s grandest night, a staggering 104 million people have plans to host or attend parties, presenting a prime opportunity for catering, takeout, or delivery services.
According to the National Retail Federation, an additional 18 million individuals intend to watch the game at a bar or restaurant, actively seeking on-premises Super Bowl promotions.
In an effort to assist restaurants in generating crucial revenue and commencing the year on a robust note, we’ve compiled actionable strategies to enhance restaurant profits on Super Bowl Sunday. Additionally, we’ve curated a collection of successful promotion examples for inspiration.
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How to Increase Super Bowl Restaurant Sales
Before you decide which promotions you’ll run, keep in mind these four tips to boost sales, from what to offer to how to market it.
1. Create Game Day Menus, Packages, and Meal Kits
Super Bowl Sunday ranks as the second-largest food consumption day in the US, following Thanksgiving. Restaurants can seize this opportunity by offering a specialized game day menu. While wings, pizza, and beer are staples for football games, elevating the menu with unique Super Bowl specials can attract guests.
Pro Tip: Even restaurants not known for game day items can join in. Introduce new ways for guests to experience the big game and support their favorite restaurants, such as offering unique meal kits for a restaurant-quality experience at home.
2. Offer online catering.
People like to pre-order takeout and delivery in large quantities for game day. One easy way to do so? Offer online Super Bowl catering packages like Bien Trucha Group.
This eliminates the need for long or confusing phone calls and helps ensure a smooth experience for both customers and restaurants alike. With dravyafolio, it’s easier than ever to capture catering orders and inquiries with an online catering store.
3. Promote menus and specials with popup alerts.
Make your food lineup shine by ensuring your loyal customers are well-informed about your offerings. Enhance visibility by featuring new restaurant specials and offerings on your website. A quick and effective method to educate website visitors is to implement a popup alert on the homepage.
Success Story😃 Rosemary’s in New York City effectively promoted their Super Bowl Pig Roast event using a popup alert upon landing on the website. This allowed guests to easily access the menu or make reservations with just a click.
4. Start marketing Super Bowl specials early.
In a competitive restaurant landscape, particularly online, establishments that promote their special offerings in advance will distinguish themselves and thrive.
Key Approach: While marketing strategies vary, leveraging universal platforms like social media and email marketing can significantly boost Super Bowl sales. Utilize these channels to create anticipation and draw attention to your unique offerings.
Here are a few resources to get you started:
Super Bowl Promotion Ideas
The following promotions can be executed on-premises or off-premises and largely involve pre-order & catering, ticketed events, and private events.
Idea #1: Super Bowl Appetizer Platter
If Thanksgiving is the holiday for elaborate family meals, the Super Bowl is all about finger foods and casual bites. Embrace this theme by curating special Super Bowl packages that cater to the love of snacks and shareable delights.
Strategic Implementation: For instance, New York City comfort-food spot Bubby’s offers a Super Bowl Appetizer Platter, featuring tater tots, chicken wings, jalapeño poppers, and pigs in a blanket—perfect for feeding four hungry football fans. The convenience of ordering is enhanced through a user-friendly, mobile-optimized online catering store, reducing diner frustration and boosting checkouts. Implement smart menu surfacing to control the visibility of the Super Bowl package based on fulfillment dates.
Idea #2: Full Super Bowl Catering Package
Party hosts often grapple with ordering the right amount and variety of food for their Super Bowl gatherings. Restaurants can address this concern by crafting comprehensive Super Bowl catering packages that offer a diverse spread of game day favorites.
Strategic Implementation: For instance, Gigante, a restaurant in Eastchester, New York, curated a Super Bowl catering package featuring a variety of game day delights such as pizza, pasta, meatballs, wings, and ribs. Clearly indicating that the package served 4-6 guests helped customers make informed decisions. To enhance the promotional appeal, Gigante created a custom graphic incorporating the logos of the two Super Bowl teams, adding a visually engaging element for marketing across various channels.
Idea #3: Game Day Foods by the Pound
Extend flexibility to customers by providing a la carte options for Super Bowl festivities. For example, Flinders Lane in Stamford, Connecticut, goes beyond a comprehensive “Super Bowl Sunday Pack” and offers individual game day staples like chicken wings, pulled pork sliders, potato salad, and truffle mac and cheese by the pound through its online catering store.
Strategic Implementation: Flinders Lane ensures a seamless and rapid launch of its Super Bowl promotion by leveraging the licensing of Pre-Order & Catering. This allows customers to tailor their game day spread according to preferences, promoting customization and meeting individual preferences. The reasonably priced and adequately portioned menu items enhance the convenience for guests, making it a hassle-free experience to curate their ideal Super Bowl feast.
Idea #4: Take & Bake Catering Package
For the Super Bowl party host who wants an added touch of freshness, offer take & bake packages, like Hill Country’s “Big Game Box,” which was picked up cold and meant to be reheated. This allows customers to better time when food is served and coordinate meal temperatures accordingly.
Idea #5: DIY Game Day Meal Kit
Tap into the trend of interactive cooking experiences by offering Super Bowl meal kits. For instance, The Raleigh Times presents its “Super Bowl Pizza Party Kits,” allowing diners to craft restaurant-quality pizzas from the comfort of their homes.
Strategic Implementation: Acknowledging the thriving meal kit industry, expected to reach $27.3 billion by 2028, The Raleigh Times capitalizes on this trend with a creative twist for Super Bowl festivities. While take & bake packages offer a convenient option, meal kits elevate the experience by involving customers in the cooking process. This approach adds an interactive and engaging element to Super Bowl preparations, making it an ideal choice for smaller gatherings where participants can enjoy crafting their pizzas in the hours leading up to kickoff.
Idea #6: Chef-Driven Game Day Spread
Harness the personal brand associated with your restaurant, especially if it revolves around a chef or owner. Craft in New York City successfully utilized its connection with Executive Chef Tom Colicchio, framing its Super Bowl package as “A Tom Colicchio Super Bowl Spread.”
Strategic Implementation: Craft elevates its Super Bowl promotion by incorporating Chef Tom Colicchio’s persona, creating a compelling narrative. The promotion’s webpage features an authentic photo of Chef Colicchio in the kitchen, surrounded by the spread. This strategy adds a touch of authenticity and authority to the promotion, making it more appealing to customers. Capitalize on the personal connection customers have with the chef or owner, turning it into a unique selling proposition for your Super Bowl offerings.
Idea #7: Limited-Time Menu Items
Elevate your Super Bowl promotions by introducing innovative and exclusive offerings that infuse creativity into traditional game day fare. Sweetcatch Poke, a popular poke restaurant in New York City, showcased its culinary flair by giving American nachos a unique Hawaiian twist. Importantly, this special creation was available for a limited time, adding an element of exclusivity and urgency.
Strategic Implementation: Tailor your menu to appeal not only to diehard football fans but also to those seeking novel and unconventional Super Bowl experiences. Limited-time specials create a sense of excitement and entice customers to try something new for the occasion. By showcasing your culinary creativity, you cater to a broader audience, making Super Bowl Sunday a memorable and unique dining experience for patrons who appreciate innovative twists on classic game day food.
Idea #8: Partial Buyout Package
Embrace the festive spirit of Super Bowl Sunday by experimenting with creative twists on classic game day food. Sweetcatch Poke, a New York City-based poke restaurant, elevated the game day experience by offering a limited-time Hawaiian twist on American nachos during last year’s Super Bowl.
Strategic Implementation: This type of promotion caters to a broader audience, appealing to both casual football fans and those seeking unique culinary experiences. By introducing limited-time, creatively themed offerings, such as Hawaiian nachos, you infuse excitement into Super Bowl Sunday. This approach not only sets your restaurant apart but also adds an element of exclusivity, encouraging customers to indulge in something special for the occasion.
Idea #9: Ticketed Event With Inclusive Perks
Leverage your restaurant’s spacious layout and large screens by organizing ticketed events on Super Bowl Sunday. Pig Beach, a lively party bar in Brooklyn, exemplified this approach by selling $50 tickets. These tickets ensured entry, granted access to a buffet, provided two drink tickets, and included a square in their Super Bowl square pool.
Strategic Implementation: Offering ticketed events adds an exclusive and premium element to Super Bowl Sunday, attracting patrons seeking a more enhanced experience. By bundling entry with perks like buffet access and drink tickets, you communicate value to customers, making the ticket price seem like a worthwhile investment. The real revenue boost comes from upselling food and drinks on game day, turning the event into a profitable and enjoyable affair for both your restaurant and patrons.
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