Super bowl food stats

The Big Game Food Stats: 87% Increase in Wing Sales

Tessa ZuluagaAuthor

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More than 200 million people tuned in to the Big Game last year, many with a plate of wings in front of them. This year it’s not just about Saquon Barkley or Travis Kelce — it’s also about the food. However, while wings still dominate as the favorite football snack, the data suggest that fans are likely to cook at home. The rise of homemade Buffalo chicken dip just might be keeping diners in the comfort of their living rooms. Aside from wings, restaurants may be in for a surprisingly slow Sunday night on February 9. 

We analyzed Toast platform data from restaurants on Sunday, Feb. 11, 2024, and compared it to the average Sunday in 2024. We then compiled it here with useful tips for how restaurant operators can use the data this year.

Key takeaways 

When compared to the average Sunday in 2024, we saw:

  • Wing sales increased by 87%.

  • The average price of wings ordered increased 18%. 

  • The average ticket size on the Big Game day was 9% smaller.

  • There were 16% fewer transactions on the Big Game day.

  • Wine sales decreased by 45% on the Big Game day.

  • The average ticket size in Las Vegas (where last year’s game was held) was 26% higher. 

  • Transactions were down the most between 6-9 p.m., with a peak decline of 47% at 7 p.m. 

Big Game 2024 insights and data

Wings win MVP with an 87% increase in sales

Last year, the number of wing orders soared by 87% compared to an average Sunday. However, the longtime game-day favorite, pizza, saw a surprising 1% decline in sales. This shift suggests that guests are likely to continue to indulge in snack-like finger food but avoid a main dish like a meat-lovers pizza. According to a study by Toast, of the 57% of consumers planning to patronize restaurants for the Big Game, the most popular plan is a combination of takeout and cooking at home (29%). This data shows the possibility of larger dishes being cooked at home with wings brought in to support as a side, potluck style. 

For restaurant operators, this massive spike in wing demand presents an opportunity. Consider promoting wing specials and catering deals. Buy-one, get-one (BOGO) deals are the most impactful restaurant game day specials at 42%. That’s followed by discounts on menu-specific items (41%), combo deals (39%), a separate special menu (36%), and packaged takeout meals (32%).

The average price of wings increased 18% compared to the average Sunday in 2024, meaning that restaurant operators were raising their prices for the Big Game, people were placing larger orders of wings than they typically do, or both. 

So, market those wings! Show off your different sauces, from Buffalo to teriyaki, and push pre-order options to lock in sales early. This way, your restaurant can properly prepare for the night and not worry about running out and losing potential customers. Optimize your packaging for large orders and prep ranch or blue cheese ramekins beforehand. 

Big game, small checks: Ticket sizes down 9%

The Big Game might be a massive food day, but that doesn’t necessarily mean bigger restaurant check sizes. In 2024, the average ticket size was 9% lower than a typical Sunday. This shows that fans could be ordering less pricey items, like wings. 

This also could be a large reflection of a lack of alcohol sales, which often have the highest profit margins for restaurants. In 2024, wine sales were down by 45%, gin by 27%, and even beer was down by 17%. It seems fans are stocking their home bars instead of ordering a cold one at a restaurant. 

People are also drinking less. According to a 2023 Gallup poll, 62% of adults under age 35 say they drink, down from 72% two decades ago. Although, if Kansas City wins for a third year in a row Philadelphia fans might make up that 10% difference themselves. 

To increase ticket sizes it’s crucial to train your staff on upselling techniques. Add bacon to their burger and top-shelf tequila to the margarita, and yes, they would like fries with that. To learn how to optimize your Toast online ordering menu for upsells, check out this article. 

Jackpot for restaurants: Vegas ticket sizes soared 26% 

Las Vegas cashed in big in 2024, with the average ticket size up 26% compared to an average Sunday. As the host city, Vegas saw an influx of fans eager to thrive in the game-day atmosphere from sports bars to steakhouses. Check sizes also grew 26% in Sin City compared to the average Sunday. But even beyond Allegiant Stadium, Vegas has long been a prime destination for the Big Game weekend, drawing visitors to its sportsbooks, casinos, and entertainment scene. With fans placing bets and celebrating wins (or drowning their losses), restaurants and bars saw bigger checks as visitors indulged in the full Vegas experience.

This year, the Big Game heads to New Orleans, another city known for its vibrant food and nightlife scene. In 2024, transaction counts in the city spiked by 51% on the Big Game day, thanks to the influx of visitors celebrating Mardi Gras later that week. This suggests that when people come to New Orleans, they spend on food and drinks. Restaurant operators should prepare for a surge in guests, especially in areas near the stadium, major hotels, and Bourbon Street hotspots. 

And for restaurants in Vegas? The sportsbooks will still be packed with bettors, meaning there’s plenty of opportunity to keep the high-ticket trend alive.

Delivery likely benched as sales were down 9%

In 2024, delivery orders dropped by 9% on game day compared to the average Sunday, and dine-in traffic took an even bigger hit, falling 20%. Transactions were especially low during the actual game, which started at 6:30 p.m. ET last year and is scheduled for the same time this year. Transactions were down the most between 6-9 p.m., with a peak decline of 47% at 7 p.m. compared to the average Sunday night. 

Instead of sitting down for a meal, fans were likely grabbing food to go as takeout remained steady compared to the average Sunday. For restaurant operators, this data signals a clear game plan: double down on takeout and pre-orders leading up to the Big Game. Delivery may be slower, but offering incentives like discounted fees, quicker pickup times, or exclusive game day meal deals can help offset the decline. And with dine-in down, it’s smart to optimize staffing and kitchen operations to focus on high-volume takeout, ensuring a seamless and efficient game day experience for customers.

Past restaurant sales data can give you an idea of what to expect, though it’s important to put that in the context of any relevant marketing efforts employed for the day. Make sure to read last year’s shift notes as well to see what management had to say. Together, this data can help set expectations, staffing, food orders, and prep for this year’s Big Game.

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