Super Bowl Restaurant Specials: Data-Backed Ways to Win Big

The Super Bowl is often called the biggest food holiday of the year — but for restaurants, the numbers tell a more complicated story. In 2024, Toast data showed that restaurants saw 16% fewer transactions on game day compared to an average Sunday, and the average ticket size was 9% smaller. Alcohol sales, which typically drive high margins, also dropped sharply.

Instead of dining in or running up bar tabs, fans stocked their home bars and focused on affordable, shareable foods. Takeout demand held steady while dine-in traffic fell 20%, and delivery dipped by 9%.

For restaurant operators, this means opportunity is still on the table — but the playbook looks different. The key to winning Super Bowl Sunday is tailoring specials to align with what guests actually order: wings, bundles, and takeout-ready meals that travel well.

Key takeaways

• Wings and snack foods are the MVPs of Super Bowl Sunday.

• Takeout and pre-orders matter more than dine-in or delivery.

• Value-driven promotions like BOGOs and bundles resonate best with customers.

• Timing is everything — pre-game and halftime are prime opportunities.

• Restaurants that adapt specials to fit at-home gatherings will come out ahead.

Why are Super Bowl specials important for restaurants?

The Super Bowl is one of the biggest food holidays of the year. Customers expect restaurants to rise to the occasion with deals and specials that make their watch parties easier, more fun, and more affordable. Here are some of the key reasons to get your Game Day specials right:

• Customer expectations: Diners are looking for party trays, bundle deals, and shareable menu options that make feeding a crowd simple and cost-effective. Restaurants that provide these ready-to-go solutions position themselves as game-day staples.

• Boost in visibility and brand loyalty: Offering unique or memorable specials helps your restaurant stand out. Even if guests are trying your food for the first time during the big game, a great experience can turn them into regulars.

• Showcase menu items and attract new customers: A well-crafted Super Bowl special gives you the chance to highlight signature dishes or introduce new items. It’s a low-risk way for customers to sample something different.

Types of Super Bowl restaurant specials

Not all specials are created equal — and Toast data shows that what sells on Super Bowl Sunday doesn’t always match a typical busy weekend. Here are the types of promotions that can help restaurants score with fans:

• Wing promotions: Wings are the undisputed MVP of the Big Game. In 2024, orders soared 87% compared to a typical Sunday, and the average wing price was up 18%.

• Snack platters & small plates: Pizza, a longtime game-day favorite, actually dipped by 1% in sales last year. Instead, customers leaned into potluck-style spreads built around snackable items like nachos, sliders, or dips. Positioning your menu around “shareables” helps capture this trend.

• Takeout bundles: With dine-in traffic down 20% and delivery orders down 9%, takeout emerged as the most reliable channel. Packaging pickup-friendly meal deals can help you serve more customers with fewer bottlenecks.

• Discounts & BOGOs: Toast data shows that the most impactful game-day promotions are buy-one, get-one (42%), followed by menu-specific discounts (41%), combo deals (39%), special menus (36%), and packaged takeout (32%).

• Alcohol alternatives: Alcohol sales dropped across the board last year — wine down 45%, beer down 17%, gin down 27%. Since many fans are stocking their own bars, consider non-alcoholic add-ons like mocktails or family-size sodas.

Creative Super Bowl restaurant special ideas

The data makes it clear: restaurants that lean into guest behavior on game day have the best chance to win. These creative approaches can help you stand out while aligning with what fans are really ordering.

Wing-based campaigns

Wings were up 87% in 2024, making them the star of the show. Highlight wings in every way possible — sampler packs, “Wing Bar” catering trays, or flavor flights that let groups mix and match. 

Position wings as the centerpiece of your game-day menu. Plenty of national chains are already leaning into wings for the Big Game:

• Applebee’s offered 20 free Boneless Wings with any $40 online purchase made on its website or mobile app.

• Buffalo Wild Wings runs its long-standing overtime promotion — six free wings for everyone in the U.S. if the Super Bowl goes into overtime.

• Popeyes, in partnership with Tequila Don Julio, rolled out a “Championship Lineup” featuring Don Julio Reposado–flavored Louisiana Garlic wings and a limited-edition chicken sandwich.

These examples show how versatile wings can be for game-day promotions — from free giveaways to bold new flavors to bundling incentives.

Potluck partnerships

According to Toast research, 29% of fans plan to both cook at home and order takeout. That means restaurants can play a supporting role by providing the sides, dips, and snacks that complete a potluck spread. Think trays of nachos, queso dips, or wing bundles that pair well with home-cooked entrées. 

Even dessert can fit into the potluck playbook. Krispy Kreme rolled out special football-themed doughnuts for the Super Bowl LIX, available for pickup, delivery, or catering pre-order. Their “Big Game Dozen” featured six glazed doughnuts and six football-shaped cream-filled doughnuts, dipped in chocolate icing with white laces. 

By offering festive, shareable add-ons like these, restaurants can position themselves as the perfect complement to fans’ at-home spreads.

Themed promos

Adding a festive twist to your menu can help capture the excitement of game day. Themed food and drink items not only create buzz but also give guests a reason to choose your restaurant over the competition. Just be sure to keep things playful and avoid trademarked team names or logos. Philadelphia spots provide some fun inspiration:

• The Bird Dog from Dietz & Watson: A cheese-covered hot dog served on a Kelly green bun, topped with long hots, provolone, and crispy fried onions. These limited-time “Bird Dogs” were even handed out for free from a roving Birds-mobile during playoff season.

• Federal Donuts & Chicken: “The Iggle,” a glittery, green-glazed donut, gave fans a sweet way to show team pride — alongside coffee, wings, and fried chicken sandwiches.

• Parc: Even fine dining joined the fun with limited-edition green “Eagles boules,” freeform French breads sold during postseason games.

Targeted deals by time of day

Toast data shows that transactions dropped sharply during the game itself in 2024, with sales down 47% at 7 p.m. compared to a typical Sunday. That means restaurants need to focus on the windows when fans are actually buying — before kickoff and during halftime.

Some bars and restaurants even opt for the ticketed event model, using fixed-price entry as a way to guarantee revenue while fans settle in for the night. These packages often combine food, drinks, and entertainment into one experience. Examples from the Philadelphia area show how varied these approaches can be:

• Irie Entrée: A Jamaican spot that hosts pre-game happy hour starting at 5 p.m., plus “shot o’clock” on touchdowns, DJ entertainment, and special dinners — with champagne celebrations if the home team wins.

• The Bayou Bar and Grill & Cactus Cantina: Partnering on a ticketed open bar and buffet beginning at 5:30 p.m., featuring wings, tacos, tomato pie, quesadillas, fries, and chips with salsa. Tickets start at $77.50, ensuring predictable revenue for the night.

• Tonewood Brewing: Adjusting hours to run noon to 5 p.m., positioning itself as a perfect pregame stop for fans looking to grab a craft beer before heading to their watch parties.

How to promote your restaurant’s Super Bowl specials

Even the best specials won’t have an impact if fans don’t know about them. Super Bowl promotions work best when restaurants build anticipation early and make ordering as easy as possible.

• Pre-order campaigns: Promote pre-orders in the days leading up to Sunday to smooth kitchen operations and reduce last-minute stress. Incentives like early-bird discounts or guaranteed pickup windows can lock in sales.

• Social media countdowns: Use Instagram, Facebook, and TikTok to hype up your specials with countdown posts and menu spotlights. Highlight wing bundles, potluck-friendly add-ons, and limited-time halftime deals.

• Email blasts: Send reminders to your mailing list during the week before the game, showcasing catering trays, family bundles, and pre-order options. Keep the subject line urgent but fun to grab attention.

Delivery app positioning: While delivery orders were down 9% in 2024, strategic placement can still drive sales. Partner with delivery apps to feature your specials, and consider incentives like reduced delivery fees or app-exclusive bundles.

Operational tips for making your specials work on Game Day

Execution is just as important as promotion. With the Super Bowl creating unique traffic patterns and order trends, the right operational strategy can help your team serve more guests with less friction.

• Staffing: In 2024, dine-in traffic fell 20%, while takeout demand held steady. Shift staff toward kitchen and takeout support rather than front-of-house service. Consider designating team members specifically for packaging and pre-order pickups.

• Inventory: Wings dominated the day with an 87% sales increase, while pizza orders dipped slightly by 1%. Prioritize inventory for wings, sides, and shareable foods, and stock conservatively on lower-performing items to avoid waste.

• POS & prep: With high-volume takeout, smooth ordering and fulfillment systems are essential. Ensure your POS is set up for streamlined ticket printing, order routing, and online ordering so your kitchen can handle the surge.

• Timing: Transactions dropped the most during the game itself, with sales down 47% at 7 p.m. compared to a typical Sunday night. Focus on pre-game and halftime specials when customers are most likely to order, and prep accordingly.

Turn game day into a big win (even if your team loses)

The Super Bowl may be one of the biggest food days of the year, but the data shows that it doesn’t look like a typical busy Sunday. However, the opportunities are still there — especially in wings, snackable foods, and takeout bundles. 

By leaning into pre-orders, promoting potluck-friendly specials, and preparing your team for pre-game and halftime rushes, restaurants can capture demand and make the most of game day.

Success on Super Bowl Sunday comes down to meeting customers where they are: at home, gathered around the TV, looking for easy, shareable food. Restaurants that adapt to those habits are the ones that will turn the Big Game into a big win.

FAQ

When should I start promoting my Super Bowl specials?

Start at least a week in advance. Toast data shows many fans plan ahead and combine home cooking with takeout. Early promotion gives customers time to pre-order, which helps your kitchen prepare and smooths out last-minute rushes.

What type of promotions work best for Super Bowl Sunday?

According to Toast, BOGO deals (42%) are the most impactful, followed by menu-specific discounts (41%), combo deals (39%), special menus (36%), and packaged takeout meals (32%). Simple, value-driven promotions resonate the most.

Should I expect higher sales on Super Bowl Sunday?

Not necessarily. In 2024, restaurants saw 16% fewer transactions and 9% smaller average ticket sizes compared to a typical Sunday. Alcohol sales also dropped significantly. Success comes from adapting your menu and operations to what fans actually order: wings, takeout bundles, and snack-style foods.

What foods should I promote for Super Bowl Sunday?

Wings are the clear standout — Toast data shows an 87% increase in wing orders in 2024. Pizza, by contrast, saw a slight 1% decline. Shareables like nachos, sliders, and dips also fit into the potluck-style spreads many fans prefer.

How important is online ordering for Super Bowl promotions?

Very important. With dine-in traffic down 20% and delivery down 9% last year, takeout was the most reliable channel. Promoting pre-orders, streamlining online ordering, and offering pickup-friendly bundles can help you capture more sales.