Nearly 1.5 billion chicken wings are consumed for the occasion, though they’re at their highest price since 2022
We’ll know the champion of the National Football League’s 2024 season soon enough, whether it’s the Philadelphia Eagles or the Kansas City Chiefs. But one of the winners on Super Bowl Sunday, Feb. 9, will no doubt be the restaurant industry.
The National Retail Foundation estimates that 77% of Americans will tune into Super Bowl LVIII and most of them will spend money while they’re doing so – the NRF expects total spending by American consumers to reach about $17.3 billion on that day, and about 80% will be dedicated to food and beverage. This is an increase of nearly $1 billion from 2023.
It’s little wonder, then, that many restaurant brands are jockeying to be top of mind for this giant captured consumer set and they’re doing so by offering promotions for both digital and dine-in consumers. More than 40% of consumers plan to order food delivery during the game, while dine-in customers who are interested in a game are likely to stick around longer and spend more, according to a report from CGA by NielsenIQ.
Concepts that sell chicken wings seem to be in an especially favorable spot, as Super Bowl Sunday is the biggest day for wing sales each year. The National Chicken Council estimates that 1.45 billion wings are eaten on that day. That said, they won’t come cheap this year. According to David Maloni, from Maloni Intelligence, chicken wing prices are the highest they’ve been since 2022 and at their fourth highest level in the past 11 years.
No doubt consumers will be seeking out deals and there are plenty to go around. Applebee’s, for example, is offering 20 free Boneless Wings with any $40 online purchase made on the chain’s website or mobile app.
Buffalo Wild Wings is again offering free chicken wings to Americans if the Super Bowl goes into overtime. This is the seventh year in a row that the sports-bar chain is making the offer, for which anyone in the United States can redeem six free wings, bone-in or boneless.
Also to kick off Super Bowl 59, Outback Steakhouse is offering 59 wings for $59 on Feb. 9 only. Wings are also part of Popeyes Louisiana Kitchen’s new promotion in which the chain is teaming up with Tequila Don Julio to release a “Championship Lineup,” including a Popeyes x Tequila Don Julio Reposado Flavored Concha Chicken Sandwich and Don Julio Reposado-flavored Louisiana Garlic 3-piece wings. The promotion is only available at the newly redesigned flagship Popeyes restaurant on Canal Street in New Orleans through Feb. 9, while supplies last.
Of course, pizza is also a wildly popular choice to feed fans watching the game at home, and Little Caesars is leveraging its title as Official Pizza Sponsor of the NFL accordingly. The chain will air a 30-second spot during the game that will reveal news about its Crazy Puffs.
Toppers Pizza is hosting its annual “Super Week,” to help customers celebrate both the Super Bowl and Valentine’s Day. Those who order at least $15 worth of Toppers between Feb. 9 and Feb. 14 will get a free medium pizza added to their account on Feb. 15. Chuck E. Cheese is going for a wager. Based on the outcome of the game, the company will temporarily (for one week) change its name to Chuck “Eagles” Cheese or to Chuck E. “Chiefs.”
California Pizza Kitchen is offering CPK Pizza Packs for the game, which include two take-and-bake pizzas for $25 or four for $40, while Thompson Restaurants’ Wiseguy Pizza has a limited-time "Big Game Bundle," featuring a classic cheese or pepperoni pizza paired with any signature specialty pizza, plus six garlic knots for $54.99. The deal is available February 2-9 in-store and online.
Old Chicago Pizza + Taproom is hosting watch parties at each of its locations, as well as a Playoff Picks menu with personal-sized apps starting at $5. Happy Joe’s will have two medium pizzas with up to two toppings each for $29 Feb. 7-9.
Burgers are also a trusted staple during football games, and several concepts are putting their burgers front and center for the NFL championship through catering or bundled packages. STK Steakhouse, for instance, is featuring a takeout bundle Feb. 7-9 that includes a six-pack of burgers and chips, loaded fries, and 18 wings for $113. Sister chain Kona Grill has the same offer for $97.
Cracker Barrel’s Party Platters include the Barrel Cheeseburger Slider Platter, as well as Crispy Tender Dippers Platter (with 30 or 60 Crispy Tender Dippers and three dipping sauces), or a build-your-own chicken sandwich bar.
Sullivan’s Steakhouse is featuring two burgers and a side of Roasted Garlic Parmesan Fries for $26 Feb. 7-9, while Eddie Merlot’s has a similar deal of two burgers and sides of House-Cut Fries, also for $26. Bad Daddy’s Burger Bar’s Party Pack includes sliders, salad, wings, chicken tenders, housemade chips and dip, and tots with Bad Daddy’s sauce. The chain is also offering free delivery Feb. 9 for digital orders.
Some Super Bowl campaigns are off the menu. Taco Bell, for example, has once again recruited Doja Cat, and this time it’s to tease the chain’s commercial, which will air during the third quarter of the game.
Meanwhile, Chipotle is targeting the Monday after the Super Bowl, when an estimated 16.1 million U.S. employees are expected to miss work. The chain’s “Extra Sunday” promotion features free guac and Queso Blanco Feb. 10 for anyone who purchases an entrée on its app or website.
Additional promotions
Some additional promotions include Firehouse Subs’ “Name of the Day” deal, offering free subs on Feb. 9 to guests with names inspired by football icons, such as Cooper, Tom, Julian, Von, Nick, Peyton, Patrick, or Eli.
Raising Cane’s is promoting its Chicken Finger Tailgates meals, which can feed anywhere from six to 90 people, as well as large-order add-on options, available on catering.raisingcanes.com. Notably, all Cane’s restaurants will close 30 minutes after kickoff Feb. 9.
Smoothie King is going for a play on words, launching a new, limited-edition Super Fruit Bowl ahead of the game and available through Feb. 11. The Super Fruit Bowl includes açai, strawberries, bananas, and mangos.
City Barbeque has launched a new limited-time offer ahead of the game. The Spicy Smokestack Sandwich is available through March 4 featuring a jalapeño cheddar sausage and pulled pork sandwich stacked with Carolina Gold sauce and slaw. Also, from now through the Super Bowl, online guests can order City Barbeque catering with free delivery using code FEB.
Newk’s Eatery has a promotion with two pizzas and one salad for $20 at participating locations Feb. 6-9, while Twin Peaks is giving away chips and queso bounce-back cards Feb. 10-16 with a $25 purchase.
Logan’s Roadhouse is promoting Party Packs for the game, featuring potato skins, Mesquite-Wood Fired Wings, and All-American Cheeseburgers that can feed up to a dozen people.
Bar Louie has launched a limited-time “Football Menu,” with three Bar Bites for $35. There will also be Beer Bucket deals on Feb. 9, including five domestic beers for $10, five imported beers for $12, or five High Noon Seltzers for $15.
Via 313 is offering free delivery Feb. 9, while its Colorado and Texas locations will host all-day happy hour.
Finally, Cincinnati-based companies Graeter’s Ice Cream and Skyline Chili have teamed up to launch Skyline Spice Ice Cream ahead of the Super Bowl for fans to serve during watch parties.
Contact Alicia Kelso at [email protected]
