MRM Research Roundup: Super Bowl LIX Edition

This "Super" special edition of Modern Restaurant Management (MRM) magazine's Research Roundup has a Super Bowl theme. 

MVP Menu Performances

More than 200 million people tuned in to the Super Bowl last year—many with a plate of wings in front of them. But while wings still dominate as the top football snack, new data suggests that more fans are choosing to watch the game at home rather than head to their local sports bar.

Toast analyzed data from restaurants on Sunday, Feb. 11, 2024, comparing it to the average Sunday in 2024 and found that:

• Wings win MVP with an 87 percent increase in sales
• The average price of wings ordered increased 18 percent. 
• The average ticket size on the Big Game day was 9 percent smaller + there were 16 percent fewer transactions on the Big Game day.

🏈 Last Year’s Big Game by the Numbers

🍗 Wings Win MVP

• Wing sales spiked 87 percent, proving they remain the ultimate game-day snack.
• The average price of wings increased 18 percent, likely due to demand and larger orders.

💰 Smaller Checks and Lower Alcohol Sales

• Restaurants can expect a slow Sunday night on February 9. Last year, the average ticket size on game day was 9 percent smaller than a typical Sunday.
• Wine sales plummeted 45 percent, with gin (-27 percent) and beer (-17 percent) also down.
  • This suggests fans are stocking home bars instead of ordering drinks out.

🎲 Vegas Jackpot, New Orleans Next?

• The average ticket size in Las Vegas (2024 host city) was up 26 percent as visitors splurged.
• This year’s game in New Orleans could bring a similar boost, as transactions there jumped 51 percent last year due to Mardi Gras celebrations.

🚗 Takeout Holds Steady, Delivery Slumps

• Delivery orders dropped 9 percent, while dine-in traffic fell 20 percent.
• The steepest decline happened between 6-9 p.m., with transactions down 47 percent at 7 p.m.
• As such, Restaurants may choose to focus on pre-orders and takeout specials to capture sales early!

📢 Game-Day Promotions That Worked

• 57 percent of consumers planning to patronize restaurants for the Big Game, the most popular plan is a combination of takeout and cooking at home (29 percent)
• Buy-one, get-one (BOGO) deals were the most effective, driving 42 percent of game-day sales.

Is Delivery Worth the Dollars?

More than one third (36 percent) of Americans plan to order food delivery for the Big Game on Sunday, Feb. 9, and 37 percent of them plan to spend more than in 2024, Chatmeter’s 2025 Restaurant Delivery & Reputation report found. 

Chatmeter used its generative AI platform, Pulse Ai: Signals, to analyze more than two million customer reviews and understand why most consumers are opting for pick up or cooking at home: growing frustration with expensive fees, delayed deliveries, incorrect orders and poor customer service. 

“Americans love the convenience of delivery, but restaurants who hand the experience over to third party apps without a strategy risk their reputations,” said John Mazur, CEO of Chatmeter. “Customers still associate the experience with your brand. On such a pivotal weekend for restaurant delivery, promotions, menus, pricing and operations should all be informed by holistic customer intelligence.” 

Consumers plan to order delivery because they want to focus on something else besides food preparation (42 percent), like watching the game or socializing. More than one third (35 percent) said they plan to take advantage of discounts in delivery apps like DoorDash, GrubHub and Uber Eats. 

However, half of consumers (50 percent) have experienced a late food delivery, and the same amount have received cold food. Additionally, more than two in five surveyed (44 percent) reported having items missing from their order. Chatmeter’s AI found that the issues were compounded by poor customer service and rude, dismissive staff when people called to check on their order or report quality issues. More than half of delivery-related reviews were negative (46 percent) or mixed (6 percent) in sentiment. 

Expensive fees were cited by 55 percent as the top reason they sometimes skip delivery, followed by long estimated wait times (43 percent), the prospect of food arriving cold (41 percent), delivery menu prices being more expensive (39 percent), poor experiences with delivery drivers (22 percent) and having to tip (20 percent). 

Chatmeter also identified the top items consumers love for delivery–and which items are better eaten right away. 

Top Delivery Menu Items

1. Pizza
2. Wings
3. Sandwiches/subs
4. Burgers
5. Tacos

Worst Delivery Menu Items

1. Seafood
2. Ice cream
3. Steak
4. French fries

Beer, Wings, and the Couch

Attest releasd research on how Americans plan to tune-in to Super Bowl LIX. 

The research finds the majority Americans (93 percent) plan to forgo public places like bars or restaurants to instead watch the game at home with members of their household only (45 percent) or alone (16 percent) or at a Super Bowl Party hosted at a friend’s or family member’s house (30 percent).    

When it comes to what’s going to be featured on their game day spread, Americans are leaning into their skills in the kitchen, opting for the classics, and partaking in booze, despite a new, highly publicized advisory from the top doctor in the nation about the risks drinking alcohol poses in early January of this year.  

The Game Day Spread Will be Homemade  

When it comes to what viewers will be feasting on, 50 percent of Americans are planning on going to the store themselves and making their spread from scratch, versus 11 percent ordering from a food delivery app, 8 percent from a local restaurant 7 percent ordering groceries through a delivery app and making the spread themselves, and 4.8 percent from a national food chain. This could pose some major profitability issues for takeout restaurants  looking to score big on game day ordering and is perhaps due to Americans not wanting to deal with inflated delivery times on game day.   

When polled on which of the classics will be on their tables, only 17 percent shared that they were not sure about what they’d be serving. For those who were already decided, the ranking on dishes to be served is as follows:   

• Chicken wings (51 percent)  
• Pizza (47 percent)  
• Nachos (38 percent)  
• Burgers (28 percent)  
• Barbecue (24 percent)  
• Hot Dogs (19 percent)  
• Seven-Layer Dip (18 percent)  
• Vegetarian Options (6 percent)   

Alcohol with Pour (Despite Warning) 

For many, the Super Bowl is synonymous with alcohol consumption, with the gameday hangover dubbed the “Super Bowl Flu” and a long-time uptick in Americans calling out “sick” from work the following today.  

This year, the affinity for drink holds true, despite the Surgeon General’s recent high-profile warning that even moderate alcohol consumption increases risk of multiple cancers – 50 percent shared that the warning will have no impact on if they consume or serve alcohol on Super Bowl Sunday (versus 25 percent) and 14 percent admitted that they weren’t even aware of the advisory in the first place. 

Popular Super Bowl Foods by State

The Super Bowl isn't just America's biggest sporting event — it's become a cultural  phenomenon that brings together millions of people for what has essentially evolved into  an unofficial national food holiday. As the Kansas City Chiefs and other infamous teams  compete for a chance to play in Super Bowl LIX, Americans across the country are planning  their game-day menus with as much enthusiasm as they're picking their favorite team to  win. 

Coffeeness' comprehensive analysis of Super Bowl food preferences across all 50 states reveals insights into America's diverse culinary landscape. From traditional favorites like  buffalo chicken dip to surprising regional specialties like funeral potatoes and Sonoran hot  dogs, the data paints a picture of both nationwide trends and unique local tastes that make  Super Bowl Sunday one of the most fascinating food days of the year. 

Key Findings:

• Buffalo chicken dip dominates the national scene, emerging as the most-searched  Super Bowl food in 29 states, highlighting Americans' enduring love for this  creamy, spicy comfort food. 
• Regional specialties maintain strong local followings, with dishes like funeral  potatoes in the Mountain West and crawfish etouffee in Louisiana reflecting  distinct cultural heritage. 
• In the dessert category, strawberry shortcake leads the pack as the most-searched  Super Bowl dessert in 14 states, followed by peanut butter blossoms in 13 states. 
• Healthy options are making unexpected inroads, with poke bowls emerging as the  top choice in two states suggesting a shift in some regions toward lighter fare. 
• Traditional comfort foods remain strong contenders, with baked potatoes ranking  second among savory dishes and being the most popular in five states. 

America's Super Bowl Food Landscape 

As families and friends gather around television sets across the nation, the food spread has  become almost as important as the game itself. The analysis reveals that while some dishes  have achieved near-universal popularity, others reflect deep-rooted regional traditions and  local tastes. The diversity of choices demonstrates how Super Bowl Sunday has evolved into  a celebration of America's culinary creativity and regional identity. 

Buffalo Chicken Dip is most searched for in: Alabama, Connecticut, Delaware, Georgia, Illinois, Indiana, Iowa,  Kansas, Kentucky, Maine, Maryland, Massachusetts, Michigan, Minnesota, Missouri,  Nebraska, New Hampshire, New Jersey, North Carolina, Ohio, Pennsylvania, Rhode Island,  South Carolina, South Dakota, Tennessee, Vermont, Virginia, West Virginia, Wisconsin 

This creamy, spicy dip has captured the hearts (and taste buds) of Americans in 29 states,  making it the undisputed champion of Super Bowl snacks. Born from America's love affair  with Buffalo wings, this more convenient and less messy alternative combines the iconic  flavors of Buffalo sauce with a creamy, cheese-based dip that's perfect for sharing. Its  widespread popularity is especially evident in the Northeast and several Midwestern and  Southern states. 

Emerging as the second most popular choice, baked potatoes reign supreme in five states —  notably the Northwest and Mountain West. This versatile comfort food's popularity likely  stems from its ability to be customized with countless toppings and its status as a crowd pleasing, budget-friendly option. The humble baked potato has evolved from simple game  day fare to an elaborate offering with gourmet topping bars becoming a Super Bowl party  trend. 

Fried Green Tomatoes is nost searched for in: Arkansas, Oklahoma, Mississippi. A Southern classic that's the top choice in three states, fried green tomatoes represent the  enduring appeal of traditional regional cuisine. This dish's popularity during Super Bowl  season shows how Americans often turn to familiar comfort foods for major sporting  events. The crispy, tangy appetizer offers a taste of Southern hospitality that transcends its  geographic origins. 

Funeral Potatoes  is most searched for in: Idaho, Utah, Wyoming. Despite its somber name, this cheesy potato casserole brings joy to Super Bowl  celebrations in three states, particularly in the Mountain West region. The Mormon funeral  tradition-turned-celebration food combines hash browns, cheese, cream soup and a  crunchy topping, embodying the comfort food qualities that Super Bowl viewers crave. 

Perhaps the most surprising entry in our top five, poke bowls are the most-searched Super  Bowl food in two states. This Hawaiian-inspired dish's emergence as a game-day favorite  reflects a growing interest in healthier options and the mainstreaming of what was once  considered a regional specialty. Its popularity suggests that Super Bowl food traditions are  evolving beyond traditional heavy fare. 

When it comes to desserts, most popular items include Strawberry Shortcake, Peanut Butter Blossoms, Banana Bread, Tiramisu, Chocolate Covered Strawberries, and Rice Krispie Treats.

The Underdogs: Less Common but Noteworthy Choices

While national favorites dominate the rankings, several unique dishes emerged as single state favorites, showcasing America's diverse food culture. Distinctive choices like  shakshuka (District of Columbia), knoephla soup (North Dakota), crawfish etouffee  (Louisiana) and Sonoran hot dogs (Arizona) each claimed the top spot in one state,  demonstrating how regional heritage and cultural influences create unique Super Bowl  traditions across the country. 

In the dessert category, while familiar favorites led the rankings, regional specialties like  buckeyes (Ohio) and pineapple upside-down cake (West Virginia) each claimed one state as  their top choice. These outliers remind us that Super Bowl Sunday isn't just about following  national trends — it's also about celebrating local identity through distinctive food traditions. 

This study analyzed search volume data from December 2023 to March  2024 to identify the most popular foods and desserts associated with the Super Bowl in  each state.  The  research team examined nearly 1,300 different types of foods and approximately 300  dessert-related keywords to determine state-specific preferences. The methodology  focused on search trends leading up to and immediately following the Super Bowl period,  providing insights into planning and preparation patterns across the United States. 

Should the Monday after the Super Bowl be a National Holiday?

More than half of football fans wish that the Monday after the big game was a national holiday (55 percent), according to new research.

A survey of 3,000 respondents 21 and older who will be watching the big game explored their feelings about the day after, finding that where Mondays are concerned, a majority of respondents prefer other days of the week in general (76 percent).

Mondays are the most disliked day of the week according to two-thirds of those surveyed who said that everything feels slower and expressed that their sadness about the weekend being finished carries over (34 percent each).

Conducted by Talker Research in partnership with Coors Light, the survey found that on average, respondents have “a case of the Mondays” at least once a month, averaging 15 times in a year. 

For respondents, this means they “feel drained and find it hard to do my work,” become short-tempered and easily agitated” or “move in slow motion until I’m off the clock.”

All of this considered, one in four have a difficult time getting through the beginning of the week (26 percent), with nearly one in 10 admitting they start “checking out” for the week as early as Monday.

To get through the week, those surveyed swear by “treating Mondays as if they were Fridays,” “focusing on one task at a time to help you make small accomplishments” or “motivating yourself as much as you can.”

“We get it — Mondays can hit hard, especially after an epic Sunday game,” said Marcelo Pascoa, vice president of marketing at Coors Light. “That’s why we’re here to encourage football fans to choose chill on what feels like one of the Monday-est Mondays of the year.”

While having “a case of the Mondays” after being out late on Sunday is a common experience for seven in 10 adults (71 percent), 60 percent admit they’re also likely to have this after the big game.

Even worse than an average first day of the workweek, more than two in five people agree that the Monday after game day is one of the top three most despised Mondays of the year (41 percent).

This contempt for the day after comes from football fans not wanting to face that Monday after being up late (50 percent) and the thought of heading into work after a riveting game (46 percent).

Results showed that for others, the disappointment is more game-based: 36 percent shared that it signals the end of football season for them and another 18 percent miss seeing their favorite teams play.

"The Monday after Big Game Sunday can feel like one of the slowest days of the year," said Pascoa. "We’re here to encourage fans to choose chill, even when Monday calls."