Football season serves up a feast of opportunities for foodservice operators to score big with hungry fans — and if there are two things that NFL and college fans crave, it’s food and football.
Throughout the season, which runs from late August through early February, brands and operators get in the game with a blitz of splashy promotions and tie-ins.The food and beverage industry brings so much to the table during football season, it can be hard to stand out in the blur of options. With Thursday and Monday night football in addition to Sunday games, and college football on Saturdays, there are many opportunities throughout the week to field football-inspired menu items and limited-time offers.
Here’s some food for thought to help operators win over fans in a highly competitive playing field.
SUPER SALES1
Develop a Game Plan
As a seasonal event, football is closely associated with fall and winter flavors. Knowing which flavors fans favor helps you make smart calls when it comes to the menu.
Point-of-sale system provider Toast found that chicken wings topped the list as the most popular game day food. Wings took flight with a 25% increase in average order volume at restaurants on Sunday compared with Sundays during the offseason.2 Soups and stews came next (+23%), followed by noodles and ramen (+17%) and curry (+10).2
A winning game plan for your menu may include flavor fusions of these top sellers. Consider adding curry-flavored wings, soups or stews to the game day menu.
During the biggest weeks of the football season for food sales, nachos, cheeseburgers,and hot dogs gained ground to become the top items driving increased food sales.1 Creating a menu that combines novelty and nostalgia may be the play selection that makes your operation stand out and brings more fans in.
Keep in mind that the stakes get higher as the season progresses and the games get bigger. The playoff games in January become a TV ratings and social media feeding frenzy, culminating with the Super Bowl. And with the pandemic behind us, fans are getting together again to feast on football and food.
Switch Up Your Playbook
Kick the menu into high gear with popular twists on old favorites. Instead of nachos, get creative with totchos (tater tot nachos). Smother them in sauce, cheese and toppings to create Pizza Totchos, or add Sloppy Joe mix for Sloppy Totchos.
According to Datassential, which reports that Americans consume at least one burger a week (a stat that seems sure to rise during football season), trending burger menu options include pretzel buns, smoked Gouda, bison patties, cranberries and Sriracha.3
And don’t forget shareable dip varieties for game day get-togethers. Performance Foodservice reports that “restaurants have been serving several dips in one shareable takeout dish — hummus, yogurt dip and tabouli; queso, guacamole and salsa, etc. You’ll also see more restaurants offering French fries and other ‘bites’ like soft pretzel nuggets, raw and fried veggies with a long list of dips to choose from.”3
Which alcoholic beverages are the toast of football fans? Hard seltzer popped up as Toast’s game day winner, with a 47% spike in sales on Sundays compared with the offseason, followed by red wine and lagers (23%) and whiskey (+20).2
Level Up Your Marketing Game
The menu may be good, but don’t drop the ball when it comes to marketing. Make sure your operation taps into the excitement of the football season with the right menu and marketing mix — both are needed to pile up points with fans.
Themed menu items: Operate in a state with a pro football team? Name signature items after the team or star players. No pro team? Name a dish after a local football hero, high school team or coach.
Tailgate packages: Feed the need for a variety of travel-friendly food and drink options that fans can enjoy before or after the game.
Game day specials: Drive foot traffic with game-day discount offers on appetizers, drinks or meals. Offer promotions after game day to celebrate home team wins and draw customers back. Bear in mind that 78% of consumers are more likely to visit a restaurant that incentivizes with promotions.4
Football decor and team spirit: Memorabilia and team colors create a game day atmosphere and excitement. Have your servers wear team jerseys and post pics of them with fans and food to generate buzz.
Special events: Host viewing parties for pivotal games. Consider football trivia nights and fantasy league draft parties or bracket challenges with free drinks and appetizers for winners.
Team discounts and sponsorships: Show you’re a team player by sponsoring a local football team or offering special discounts and perks to team members.
Delivery specials: Perfect for fans who want to watch the game at home or who have their own watch parties.
Make full use of your social media, website and email subscriber list to drive awareness of all of the above.
How Restaurants Score Customers
“Crafting a standout game day menu and getting the widest range of customers and prospects excited about it is a must for maximizing sales during football season,” said Meghan Flynn, public relations director for The Food Group. “With the right strategy and team in place, any operation could keep the winning streak going all season long.”
Want to make the most of football season for your food or beverage business? Team up with Creative Food Solutions for winning culinary concepts and The Food Group for game-changing marketing solutions.
1 “Super Bowl Food by the Numbers,” Hungry Fan, 2024
2 Guinn, Justin, “Most Popular Game Day Food and Drinks in NFL Cities This Season,” Toast, 2023
3 “Food Trends For Football Season," Performance Foodservice, 2024
4 Lindner, Jannik, “Restaurant Social Media Statistics: Impactful Insights for Diners and Owners," WifiTalents, August 6, 2024