The big game is right around the corner, and while football fans are eagerly looking forward to the approaching ‘Sunday! Sunday! Sunday!’, the foodservice industry is focusing its attention on Sales! Sales! Sales! And rightfully so, considering the Super Bowl spending blitz is expected to reach $16.5 billion or $85.36 per person.
A recent 2023 Super Bowl survey found that 192.9 million U.S. adults plan to tune in to the big game this year. 103.5 million people plan to throw or attend a party, and another 17.8 million plan to watch the game at a bar or restaurant. Plus, over 63 thousand fans will be watching the game live at State Farm Stadium in Glendale, Arizona.
That’s a lot of eyes on the ball, and bellies to be filled. But no matter where fans decide to watch Sunday’s quarterback showdown, their food and beverage purchases can translate into huge profits for the foodservice industry. Let’s take a look at a few venue options and the tech that is elevating consumer experience while improving restaurant operations, creating the ultimate win-win scenario.
STADIUM
Approximately 65,000 people will attend the game live. And those fortunate enough to score a ticket will need to make sure they show up with their smart devices, because this year, all Super Bowl tickets sold are going to be 100% mobile.
As more and more venues have gone to contactless everything, from tickets to concessions, State Farm Stadium has followed suit. In fact, the site of Super Bowl 57 has transitioned to a cashless transaction stadium ensuring contactless options for food, beverage, and merchandise purchases. Cash will no longer be accepted at the stadium. Furthermore, traditional ATMs have been removed from the premises and have been replaced with reverse ATMs.
What is a Reverse ATM? A reverse ATM is a cash-to-card machine where you deposit cash and it dispenses a debit card.
State Farm Stadium offers cash-to-card ATMs (reverse ATMs) to convert cash to a universally accepted debit card ensuring all concessions purchases will be a cashless experience, while also reducing points of contact. Additionally, all fixed points of sale offer tap payment options including Apple, Google, and Samsung pay.
57% of consumers say they are more likely to do business with retailers that offer a contactless payment option.
Studies continue to support that consumers crave contactless transactions. Stadiums and other venues allowing for hands-free payment continue to thrive in the post-pandemic environment. Branded Partner, GoTab’s technology is particularly well-suited for stadiums and large-scale event environments, such as the Super Bowl.
During events like these, lines can become lengthy, causing frustration and delays for customers. With GoTab, customers can order and pay from their seats, reducing wait times and improving their experience. Additionally, the platform can help stadiums and event organizers track and analyze sales data, providing valuable insights for future events. GoTab’s innovative solution can help enhance the overall experience for customers and improve the efficiency of operations for event organizers.
BAR OR RESTAURANT
Close to 18 million people plan to watch the game at a bar or restaurant. While some fans will be hitting up their favorite dive for the umpteenth time, others will be stopping by the business for the first time.
For savvy operators, regardless of the guest’s history, there is no better time to promote loyalty programs and boost customer retention and repeat business. Something as simple as a complimentary cocktail or chips and queso can drive loyalty and incentivize customers into wanting to return to a restaurant. Loyalty programs not only give consumers perks and benefits, but they also build an emotional bond between brands and customers. This connection is what keeps customers coming back.
Branded Partner Spendgo, a leading tech company, offers businesses the ability to design loyalty programs that engage customers through various digital platforms such as apps, kiosks, web portals, and mobile wallets. With Spendgo’s solutions, operators can implement enticing marketing strategies such as “pay-with-points” and retain customers. 78% of consumers are more likely to buy from a brand with a loyalty program.
In a world where there are endless ways to wine and dine, a lucrative rewards program can be the differentiating factor that brings repeat customers back to the business again and again, not just on any given Sunday.
HOME
The overwhelming majority of football fans, nearly 104 million, will choose to consume the game at home or as a guest at a friend or family member’s house.
This venue provides an extraordinary opportunity for the foodservice industry to make huge gains in a variety of ways with off-premises dining sales. Of the party hosts and partygoers who’ll contribute to the big-game spread, 41% will buy prepared foods from a restaurant. And of that spread, the chicken wing remains supreme, with projections estimating that Americans will consume a record-breaking 1.45 billion chicken wings during Super Bowl LVII weekend. Numbers like that could lead to record-breaking sales for virtual brands like ‘It’s Just Wings’ which already generates 3 Million in weekly sales.
Other virtual brands such as Virtual Dining Concepts, mega-fan favorite MrBeast Burger, continues to dominate the category and stands to make considerable strides on Super Bowl Sunday.
It is expected that third-party delivery will perform well during the big game, as current projections indicate that 48 million consumers will opt for delivery during this event this year.
The key takeout takeaway for restaurants is that they will need to have a robust internal marketing and lead-capturing program in place in order to turn those third-party guests, into their own returning customers.
No matter where fans decide to enjoy the game, the Super Bowl provides a tremendous opportunity for restaurants to make considerable sales while nurturing the consumer relationships that drive loyalty which can bring fans in year-round, which is the ultimate victory.
At Branded, we subscribe to the theory that it takes a village. If you’re interested in exploring investment opportunities with Branded, please contact us directly.