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Super Bowl Sunday drives dining establishment sales for the chains already

National Football League fans assemble in downtown Tampa ahead of Super Bowl LV throughout the COVID-19 pandemic on January 30, 2021 in Tampa, Florida.

Super Bowl Sunday is a big day for football– and restaurants.

But the chains that will likely benefit the most from feeding hungry fans have actually already seen their sales skyrocket during the coronavirus pandemic.

Only Thanksgiving tops Super Bowl Sunday as the largest eating holiday, according the U.S. Department of Farming. The big video game drew more than 100 million viewers last year. Non-football fans tune into the NFL championship for fascinating commercials, an amusing half-time program and the food spread at watch parties.

For Yum Brands’ Pizza Hut, Super Bowl Sunday is its busiest day of the year. Domino’s Pizza typically provides about 2 million pies that day, up 30% from a typical Sunday. Fat Brands, which owns Cyclone Grill & Wings, Buffalo’s Coffee shop and Buffalo’s Express locations, sells half a million chicken wings on Super Bowl Sundays. For Wingstop, it ranks amongst its top five sales days yearly.

Throughout the pandemic, pizza and chicken wings have actually been staples of Americans’ quarantine diet plan. Both are understood for taking a trip well, and the categories’ greatest gamers have actually been working on making their food easier for several years.

In its 4th quarter, Pizza Hut reported U.S. same-store sales development of 8%. Domino’s has seen U.S. same-store sales development struck double digits during its 2nd and third quarters. And Wingstop, which was currently outpacing the remainder of the market’s sales growth before the crisis, reported that its same-store sales skyrocketed 25% in the third quarter.

“If what we have actually just experienced over the previous 12 months is any indicator– beating the industry in sales– we expect that to continue this Sunday,” stated Brian Gies, international chief marketing officer of Church’s Chicken.

Church’s Chicken, which serves chicken tenders and boneless wings, launched its Texas Tenders ‘N Shrimp meal in time for the Super Bowl this year to take advantage of that need. The menu item was created to interest clients who observe Lent, which does not start till Feb. 17.

Wingstop CEO Charlie Morrison said through a representative that the business is still expecting strong sales for the huge game. Compared to years past, nevertheless, the chicken wing chain may receive more orders and a lower average check because of the lowered size of gatherings. The Centers for Illness Control and Prevention has suggested decreasing the visitor lists for watch celebrations and holding celebrations outdoors or virtually.

“I think it’s going to be a very big weekend for us, and I think that sales will be off the charts,” stated Fat Brands CEO Andy Wiederhorn.

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