Through promotions, events, ad campaigns and deals, restaurants have laid a game plan to intercept their share of Super Bowl XLIV food sales.
According to Nielsen Media Research, nearly nine out of every 10 U.S. households plan to tune in at home for the Miami matchup of the New Orleans Saints and Indianapolis Colts, scheduled to air at 6:25 p.m. EST Sunday on CBS.
At least two restaurant companies have ponied up the reported $3 million it costs to air a 30-second ad during the game. The 1,500-unit family-dining Denny’s chain has booked time to announce arepeat of last year's Grand Slam breakfast giveaway. Yum! Brands Inc.'s Taco Bell division, meanwhile, will debut for the big game’s estimated 100 million television viewers its new “Five Buck Box,” which includes five items in a National Basketball Association-themed package. The ads will feature Charles Barkley and air before, during and after the game.
Other chains planning commercials for Super Bowl Sunday include McDonald's, Jack in the Box and Papa John's, which signed on to be the official pizza sponsor of the Super Bowl.
Nielsen figures indicated that not only do the lion’s share of Super Bowl viewers plan to watch the game at home, but only 5 percent of the people surveyed planned to spend more on food and beverages for this year than they did for last year's game. About 71 percent say they will spend the same amount.
Pizza Hut, another Yum division was planning for some hungry fans on its busiest day of the year. More than 120,000 employees at 6,000 units were expecting a 50-percent increase in business for the big game over a typical Sunday. The company said it was expecting to sell more than 1.7 million pizzas. Pizza Hut’s any-pizza-for-$10 promotion was expected to spur orders, more than 80 percent of which are expected before half time.
Buffalo Wild Wings has been preparing for months for the Super Bowl, which like Pizza Hut is its biggest sales day, said Judy Shoulak, vice president of operations. Click here to read an interview with Shoulak about how the chain gets ready for the big game.
To appeal to home entertainers, casual-dining chain T.G.I. Friday’s, a division of Carlson Restaurants Worldwide, was offering half-priced appetizers in its bars on game day and $5 off party platters for take-out.
“Traditionally, the 'Big Game' is celebrated at home with friends and what better way to celebrate than by bringing Friday's specially-priced party platters with you,” said John Neitzel, president and chief operating officer of T.G.I. Friday's USA. The $5 off party platters must be ordered 24 hours in advance.
P.F. Chang’s China Bistro was offering patrons a $10 guest card for every $50 spent on Sunday, be it in the restaurant or takeout.
The 195-unit Rubio's Restaurants Inc. of Carlsbad, Calif., was offering a coupon for a free meal, up to $10, with any order of $75 or more through its Rubio's A-Go-Go catering of platters and boxed meals.
Independent operators were also offering promotions. TPoutin on New York City’s Lower East Side was planning specials on traditional "big game" foods such as Buffalo Chicken Poutine ($8.50), Hot Dog Poutine ($8.50), Spicy Sweet Potato Waffle Fries ($4.75) and Maple Chocolate Brownies ($2.75). Marfa NYC was offering a “Take Home a West Texas BBQ” to-go special, ranging from $60 for five people to $130 for 15.
Normally closed on Sundays, Delmonico’s in New York planned to open for the Super Bowl at 5 p.m., offering buttermilk fried chicken and double-fried French fries. And for one hour, from 5:30 to 6:30 p.m., patrons will get free Stella Artois beer.
Kona Grill Inc., the 24-unit upper-scale grill-sushi chain based in Scottsdale, Ariz., is offering a “Super Sushi Sunday” promotion on game day with half-price specials on the sushi menu and $1 off its “sake bombers” drinks. Kona was marketing the deal through Facebook and other social media outlets. To participate in the offer, guests must share with their server the “secret saying,” which is “Super Sushi.”
Rachel Phillips-Luther, Kona Grill’s new vice president of marketing and brand, said, “"Not everyone is looking for a sports bar or a comfortable couch and greasy food on Super Bowl Sunday, so we're excited to offer this great value.”
On the West Coast, the Marie Callender’s chain of Mission Viejo, Calif., was offering happy hour menus all day long at select units, including free hot dogs, free chips and salsa, $2 appetizers, $2.50 bottles of Coors & Coors Light. and $2 off draft beer, wines and cocktails.
Corner Bakery Cafe Catering of Dallas was offering free soups for eight with any catering order of $75 or more.
And some restaurateurs were seeing the Super Bowl not only as a chance to boost business but also to help support a good cause.
Artisanal Fromagerie, Bistro & Wine Bar in New York was offering a special “Super Bowl Fondue Party” -- and game-viewing on two 82-inch televisions -- for $48.50 a person, with 10 percent of sales being donated to the Red Cross Haiti Fund.
Contact Ron Ruggless at [email protected].