How The NFL Opening Weekend Impacted Restaurants

Restaurant operators were just as eager as Carrie Underwood, who’s been waiting all day (and year) for Sunday night football. The first NFL Sunday of the season kicked off on September 8, 2024. With excitement buzzing, we dove into how sales shifted and what that means for the weeks ahead.

Toast analyzed the first NFL Sunday data on September 8, 2024, and compared it to the average Sundays from February 18, 2024, to September 1, 2024. Just like a quarterback needs to analyze the defense, restaurant operators should review these new trends to keep their game strong. By comparing the data from this action-packed Sunday to the average Sunday, we can spot the plays that worked and those that missed the mark.

In this article, we’ll outline key findings and how restaurants can use these tips to their advantage for Sundays to come.

Key takeaways in this article:

• Chicken wings soared with a 25% increase in sales

• Seafood and Mexican dishes both decreased in sales by 16%

• Refreshing drinks were popular as hard seltzer sales increased by 14% and ciders by 4%

• Beer sales experienced a modest increase of 2%, but tequila saw a decline of 8%

• Morning sales increased by 5% at 9 a.m. and 4% at 10 a.m.

NFL Sunday football restaurant insights

Let’s dive into the data a little deeper. 

Trend 1: Wing sales soar

One standout trend from the first NFL Sunday was a significant 25% increase in chicken wing sales.1 Wings are a staple for game-day snacking; experts say that on Super Bowl Sunday alone, Americans consume about 1.25 billion wings. This first Sunday’s surge underscores their importance during NFL games.

Restaurant operators should consider emphasizing chicken wings in their marketing and menu offerings. For example, offer special promotions or bundled deals that capitalize on this trend. Or try some new wing flavors out and see how your guests like them. Highlighting wings in promotions or creating limited-time flavors could draw in more customers and boost sales.

Don’t wing it. Use our data!

Trend 2: Decline in seafood and Mexican dishes

On the flip side, seafood sales fell by 16%, and both enchiladas and fajitas saw a similar 16% decline. This shift suggests that football fans might prefer more traditional game-day fare over seafood or Mexican dishes during NFL games. “Nothing screams football game like baked cod” -unfortunately, said no one ever.

Restaurants might consider reducing the prominence of these items on game days or offering them as part of a special menu rather than a regular fixture. This can help better align menu offerings with the tastes of game-day diners and therefore reduce waste in your restaurant.

Trend 3: Rise in hard seltzer and cider

Beverage sales also showed interesting trends. Hard seltzer sales increased by 14%, while cider sales went up by 4%.2 This suggests that sports fans are gravitating towards lighter, refreshing options during the games. Also, as we get deeper into fall, it’s likely cider sales will continue to increase. 

Operators should consider expanding their selection of hard seltzers and ciders or featuring them prominently in drink specials. A great new canned drink option to add to your menu is hard iced tea from brands like High Noon, Sun Cruiser, and Surfside.

Creating a game-day drink menu that highlights these popular choices could cater to current preferences and drive more beverage sales.

Trend 4: Beer sales were steady, but tequila sat the bench 

Beer sales experienced a modest increase of 2%, and sales of vodka and whiskey remained stable. In contrast, tequila sales saw a decline of 8%. This shift away from tequila is likely a result of the seasonal change in consumer preferences. It might be best to fill your cocktail menu with a few additional vodka and whiskey-based drinks while tequila taps out for a bit.

For future game days, promoting beer and experimenting with different beer styles could be more effective than focusing on tequila. For example, invite guests to watch football at your restaurant while enjoying discounted buckets or pitchers of their favorite brew. Additionally, offering a variety of seasonal beer options, like Pumpkin Beer or Octoberfest might enhance customer satisfaction and drive sales.

Trend 5: Morning sales increased

Our data shows that sales increased from 7 a.m. to noon. At 9 a.m., average sales were up by 5%, and at 10 a.m., they increased by 4%.3 This early boost in sales indicates that fans are starting their day early, perhaps as a pre-game breakfast or early brunch ahead of kick-off.

Restaurants might consider extending their hours on game days or offering special breakfast and brunch menus to capture this early crowd during football season. Special promotions or themed breakfasts could attract more customers during these early hours and maximize revenue. For example, add some tailgate favorites to your brunch menu like pizza bites, buffalo chicken dip, or nachos.

How to plan for future Sundays

By leveraging these insights, restaurant operators can better prepare for future NFL Sundays. Have the big game on the TVs, promote wings, and expand hard seltzer selections to align with game-day preferences. Adapting to these trends can help restaurants enhance customer satisfaction and drive sales on one of the most anticipated days of the week for football fans.

Understanding and responding to these trends can position your restaurant for success throughout the NFL season, turning game days into opportunities for increased revenue and customer engagement. And if things get chaotic, just keep in mind: an extra side of fries can solve almost any game-day crisis.

Methodology

1Toast analyzed transactions on the Toast platform on Sundays from February 18, 2024, to September 1, 2024, to determine the popularity of dishes labeled “salads, bowls, nachos, tacos, burgers, chicken tenders, roast chicken, fries, quesadillas, sandwiches/wraps, sushi, BBQ, burritos, desserts, enchiladas, pizza, cheese, omelette, pasta, wings, rice, steaks, pies, seafood, sauces/dips, dumplings, curry, ramen/noodles, soups/stews and vegan/vegetarian.” Toast then compared the average volume for September 8, 2024 to the average volume for Sundays between February 18, 2024, and September 1, 2024. Toast used a cohort of same-store restaurants on the platform since Q1 2023. 

2Toast analyzed transactions on the Toast platform on Sundays from February 18, 2024, to September 1, 2024, to determine the popularity of “hard seltzer, hard cider, beer, tequila, gin, rum, vodka, wine, and whiskey.”  Toast then compared the average volume for September 8, 2024, to the average for Sundays between February 18, 2024, and September 1, 2024. Toast used a cohort of same-store restaurants on the platform since Q1 2023. 

3Methodology: Toast analyzed hourly transactions at  restaurant on the Toast platform from February 18, 2024, to September 1, 2024, and September 8, 2024. Toast used a cohort of same-store restaurants on the platform since Q1 2023.