The upcoming Super Bowl LVIII on February 9, 2025, is not just about football; it's a golden opportunity for restaurants across the United States. The National Retail Federation (NRF) estimates consumer spending will reach approximately $17.3 billion on this day, with around 80% of those dollars dedicated to food and beverages. This marks nearly a $1 billion increase from the previous year, and as millions of Americans tune in for the game, the restaurant industry is gearing up for one of its busiest days of the year.
With expectations high, restaurant brands are implementing various promotions to attract consumers. Notably, major chains such as Applebee's and Buffalo Wild Wings are rolling out enticing offers for both dine-in and delivery orders. Given the tradition of indulging in delicious food during the Super Bowl, chicken wings are front and center. The National Chicken Council estimates over 1.45 billion wings will be consumed during the event, even as prices soar to the highest they’ve been since 2022, according to David Maloni from Maloni Intelligence.
For those hungry for wings and deals, Applebee's is making headlines with its promotion of 20 free Boneless Wings with any online purchase of $40 or more. Meanwhile, Buffalo Wild Wings continues its tradition of offering free wings if the game extends to overtime—a promotion they have run successfully for seven consecutive years.
Outback Steakhouse is also joining the fray with its “59 wings for $59” deal exclusively available on Feb. 9, indicating the fierce competition restaurants are engaging to become top-of-mind for football fans. Rising to the occasion, Popeyes introduces its exclusive “Championship Lineup,” comprised of unique menu items available only at its Canal Street, New Orleans flagship, valid through Feb. 9.
Pizza will not be left behind, either. Little Caesars, as the Official Pizza Sponsor of the NFL, will take advantage of the moment with hundreds of marketing spots planned for the game, featuring their much-loved Crazy Puffs. Other chains, like Toppers Pizza, are promoting their own Super Week, giving customers who order at least $15 worth of food between Feb. 9 and 14, the chance to receive complimentary pizza on Feb. 15.
For families and children, Chuck E. Cheese plans to dynamically change its identity depending on the game’s outcome, temporarily adopting names like Chuck “Eagles” Cheese and Chuck E. “Chiefs” based on who wins. Such creativity exhibits the lengths to which companies will go to engage with their customer demographic.
Pizza chains will have various ranking promotions across the country, such as California Pizza Kitchen’s offer of CPK Pizza Packs for the game: two for $25 or four for $40. Some locations will even host watch parties with personal or shared appetizers ranging from just five dollars.
Given the rise of digital ordering mechanics, 40% of viewers are expected to order food delivery during the game, underscoring the growing shift toward convenience-driven consumer behavior. This trend is reflected by promotional campaigns from numerous restaurants crafting their strategies around digital and dine-in offerings.
It is not just wings and pizza companies eager to seize the moment; catering providers are also unlocking opportunities. Raising Cane’s features Chicken Finger Tailgate meals for anywhere from six to 90 people, making it easy for fans to gather large groups. Smoothie King is making moves with its Super Fruit Bowl, available until Feb. 11, and City Barbeque will be introducing its Spicy Smokestack Sandwich through early March.
While many chains are banking on the day to uplift their sales, others like Taco Bell are using the Super Bowl as part of their larger marketing strategy. They have brought Doja Cat back to promote their commercials, ensuring visibility and buzz during the game's action. Chipotle, on the other hand, is focused on what happens post-Super Bowl, initiating its “Extra Sunday” promotion offering free guacamole and Queso Blanco on Feb. 10 with any entrée purchased via the app or website, anticipating high engagement from those seeking comfort food after the big game.
Even other types of promotions are finding their way onto the menu this season. For example, Firehouse Subs is running its name-of-the-day deal, giving away free subs to guests named after NFL stars. Meanwhile, Bad Daddy’s Burger Bar is extending its services by providing digital orders with free delivery on game day.
The restaurant industry is uniquely positioned to benefit from one of the biggest sporting events of the year. With creative promotions, digital enhancements, and traditional dining experiences, restaurant brands are poised to make the most out of Super Bowl LVIII. Deep engagement with their target audience will translate dollars to the bottom line, marking yet another chapter of innovation and consumer engagement for these brands.