March Madness: Women’s Final Four Impact on Restaurants [2024 data]

The 2024 Women’s NCAA Final Four was a turning point for women’s basketball. The tournament drew massive crowds and nationwide attention. While South Carolina secured the championship with an 87-75 victory over Iowa, the real story extended far beyond the court. With Caitlin Clark’s 🐐 deep threes and Paige Bueckers’ clutch performances, fans had plenty of reasons to celebrate, and they did so at their favorite restaurants and bars. 

New data from Toast reveals that restaurants experienced significant increases in sales, larger crowds, and later nights, particularly in Cleveland, the tournament's host city. In this article, we’ll break down the data and explore how the Women’s NCAA tournament will continue to be a major driver of restaurant traffic in 2025.

Key Takeaways: Women’s NCAA Final Four vs. Average Friday and Sunday in 2024

• Restaurant Transactions: Nationwide, restaurant transaction counts increased by 5% on Friday and 6% on Sunday. Cleveland saw an 8% increase on Friday and a 25% rise on Sunday.

• Gross Merchandise Volume (GMV): Total GMV in the U.S. increased by 4% on Friday and 3% on Sunday, while Cleveland saw a 7% increase on Friday and a 45% increase on Sunday.

• Average Check Size: In Cleveland, the average check size increased by 17%. 

• Peak Restaurant Hours: 

  • On Friday, U.S. restaurants were the busiest at 7 p.m., with the largest spike in transactions at 10 p.m. (+11%). In Cleveland,  restaurants saw their peak hour at 11 p.m., but the biggest surge in transactions happened much earlier at 3 p.m., with a 41% increase.

  • On Sunday, the busiest hour for U.S. restaurants was 1 p.m., however, the largest transaction spike was 8 p.m. (+10%). In Cleveland, 1 p.m. was also the busiest time, with the largest transaction increase at 9 p.m. with a +74% surge. 

• Beer Sales: U.S. beer sales increased by 10% on Friday and 7% on Sunday, while Cleveland saw an 18% increase on Friday and a 79% surge on Sunday.

• Hot Dog Sales: Nationwide, hot dog sales rose by 11% on both Friday and Sunday.

🏀How restaurants benefited from the Women’s Final Four

The 2024 Women's NCAA tournament was a cultural phenomenon driven largely by Iowa's Caitlin Clark. Her record-breaking performances captured millions of new viewers. 

Nielsen reported that the championship game on April 7, 2024, attracted 18.9 million viewers, making it the most-watched women's college basketball game in history and the most-viewed basketball game at any level since 2019. This excitement extended beyond living rooms as fans flocked to restaurants and bars to witness history together. 

📈Friday night surge: Restaurant transaction counts rose by 5% nationwide and 8% in Cleveland. 

The Final Four games were played on Friday, April 5. The matchups were South Carolina vs. NC State and Iowa vs. UConn, the latter being one of the most anticipated matchups of the tournament. As fans tuned in, restaurant transaction counts rose by 5% nationwide and 8% in Cleveland. 

GMV was also up on Friday, rising 4% in the U.S. and 7% in Cleveland. Clearly, fans weren’t just watching. They were stress-eating, celebratory toasting, and enthusiastically ordering just one more round. By 10 p.m., the excitement hit its peak, with restaurant transactions surging 11% above the average Friday in 2024.

🕘On Sunday, Cleveland peaked at 9 p.m. with a 74% increase in transaction volume

The championship game's 3 p.m. ET tip-off on Sunday created the perfect storm for Cleveland’s restaurants and bars. As the game wrapped up and the evening set in, fans flooded local establishments, some celebrating South Carolina’s victory, others drowning their sorrows over Iowa’s defeat. This surge in post-game activity drove a staggering 74% increase in transactions at 9 p.m. compared to a typical Sunday in 2024. 

Beyond the spike in transactions, overall GMV in Cleveland saw a whopping 45% increase on Sunday. Nationally, the busiest hour on Sunday was 1 p.m. and the largest transaction spike was at 8 p.m. (+10%). Cleveland’s post-game buzz had serious staying power, keeping bars and restaurants packed well into the night. The data paints a clear picture: when major sporting events come to town, local businesses score big.

🍻Cleveland saw a 79% surge in beer sales on Sunday

This surge in foot traffic didn’t just fill seats—it filled pint glasses, too. While beer sales nationwide saw a 10% increase on Friday, Cleveland saw an 18% jump, signaling an early rise in game-weekend festivities. But the real rush came on championship Sunday, when beer sales in Cleveland skyrocketed by 79%, far surpassing the national average increase that day of just 7%. The demand for a “cold one” was off the charts.

For host cities like Cleveland (we’re looking at you Tampa, in 2025), these numbers reflect the opportunity that comes with hosting major sporting events. Restaurants and bars can leverage these insights to optimize staffing, drink specials, and promotions around championship games.

🌭Nationwide, hot dog sales rose by 11% on both Friday and Sunday

Unlike beer sales which peaked dramatically in Cleveland, hot dog consumption showed steady growth nationwide. On Friday and Sunday, hot dog sales grew by 11% compared to the average Friday and Sunday in 2024.

Beyond hot dogs, game-day menus reflected a mix of predictable favorites and some surprising shifts. On Friday, wings (+9%), burgers (+9%), and nachos (+11%) saw strong demand as fans geared up for the weekend. But by Sunday, while hot dogs remained a top pick, wings actually dipped slightly (-3%). Burgers (+9%) and nachos (+8%) continued to perform well, while bowls (+9%) and enchiladas (+9%) also gained momentum. Perhaps this is a sign that fans were trying to balance out their weekend indulgence with something technically served in a bowl (even if it was still covered in cheese).

Meanwhile, certain menu items held steady appeal throughout the weekend. Pizza, a game-day staple, saw moderate but consistent growth (+6% on Friday, +2% on Sunday), while sandwiches (+4% Friday, +6% Sunday) and BBQ (+6% Friday, +4% Sunday) remained reliable choices. Tex-Mex favorites also had a strong showing, with quesadillas (+7% Friday, +6% Sunday), fajitas (+8% Friday, +7% Sunday), and enchiladas (+7% Friday, +9% Sunday) all seeing notable upticks.

With the right menu strategy, restaurants can turn championship weekend into a big win for business. Check out Toast’s Menu Engineering Worksheet here. 

Women’s vs. Men’s Final Four

While the men's tournament might have traditionally dominated views and restaurant promotions, our 2024 data shows that the gap is closing. In some metrics, the women's Final Four outperformed the men’s:

• Average check size: The women's championship game drove a 17% increase in Cleveland, compared to a -7% decrease for the men's championship in Phoenix.

• Transaction counts: The women’s championship game increased transactions in Cleveland by 25%, whereas the men’s championship in Phoenix only increased transactions by 10%. 

• GMV: The women’s championship game drove a 45% increase in Cleveland while the men only brought in a 2% increase in Phoenix.  

• Beer sales:  The women's Final Four saw a +79% increase in beer sales in Cleveland, compared to a 17% increase for the men’s championship in Phoenix. 

It seems women’s basketball has more than just talent on the court. They’ve got the power to move the needle when it comes to economic impact, too.

Beyond the buzzer: What this means for restaurants in 2025

The 2024 Women’s Final Four didn’t just shatter records—it shattered bar tabs, too. The success of the tournament presents a golden opportunity for restaurants nationwide as the 2025 event approaches. The data is clear: fans are hungry for women’s basketball!

With Tampa set to host the 2025 Women’s Final Four, restaurant operators should be ready to capitalize. Women’s basketball is more than just a game; it’s an economic powerhouse.