Commentary

8 ways to win with your customers on Super Bowl Sunday

Think it's too late to launch a winning Super Bowl promotion? Think again. By using the right channels, there's still plenty of opportunities to generate buzz and bring in more traffic.

January 29, 2019

By Kristi Turner, CMO of Compeat

Arguably one of the biggest bar and restaurant events of the year, the Super Bowl is an outstanding opportunity to grow your fanbase by not only drawing in customers to watch the big game but also making sure they come back. And it doesn't require dropping big bucks on those overpriced ad spots during the broadcast. All it takes is some creative, timely promotions to get customers in the door and making sure they have a great experience once inside.

Think it's too late to launch a winning Super Bowl promotion? Think again. By using the right channels, there's still plenty of opportunity to generate buzz and bring in more traffic.

1. Put together game day specials. The Super Bowl is as much about the food as it is the game. Food sales will typically spike when the game begins but offering free snacks like chips and nuts can occupy patrons long enough to keep servers and kitchen staff from being inundated with food orders all at once. It's also the perfect opportunity to offer low-cost, high-margin specials like nachos, chili or dips that aren't on your daily menu. Offering between-quarter and post-game food and drink specials will encourage customers to stick around and boost sales.

2. Offer beer buckets. Along with food, drink specials can also drive sales and keep patrons engaged. Beer and football are American traditions, so it's guaranteed to be one of your biggest sellers. Planning ahead can streamline orders and free up staff time. Consider creating a stand-alone beer bucket station that provides a self-service option for guests outside of high-traffic areas.

3. Go social. Start right now by posting your plans and specials on your Facebook, Twitter and Instagram accounts. Create a hashtag that guests can use to let their friends and followers know where they'll be taking in all the excitement. Make sure you monitor the buzz and respond back to posts to engage customers leading up to the game and let them know you're looking forward to hosting their get-together. Ask your friends, family and staff to repost and share to spread the word.

4. Beef up internal advertising. Post flyers on every door, in the waiting area and in the restrooms to let current guests know what you're planning for the big game. Place table cards on every table and make sure servers personally invite guests to come and tell them a little about your big Super Bowl plans. Consider handing out coupons good for discounts or swag available only that day.

5. Get in the spirit. Now that the teams are set, start decorating accordingly. Themed team gear can help set the atmosphere and ratchet up excitement. Allow servers to wear their favorite team gear as a conversation starter with guests. Giveaways that let guests register for prizes to be awarded during halftime can entice guests to get in the spirit and come back for the big event.

6. Take over the airwaves. Print advertising takes a bit of time to get up and running and subscriptions are dwindling across the nation. But 93 percent of Americans listen to AM/FM radio — more than watch TV or use a PC, smartphone or tablet. Radio spots can usually be prepped and placed in a matter of hours and can reach a wide swath of your potential customer base at an affordable price. Contact your local stations and buy a short run of Super Bowl-focused ads that promote game day specials. Consider adding a “mention this ad” discount or special offer.

7. Cater to home parties. A lot of your regular guests may prefer to host their own get-together but also want to keep it simple without having to cook. Offer take-out with pre-ordering convenience so that your staff has time to stock up on supplies, prep and prepare take-out orders in addition to handling eat-in traffic. Offer curbside service that makes it fast and easy for guests to pick up their order and get on their way without having to miss a moment of the action. Promote this option on table tents, flyers and on your social channels right alongside your dine-in specials.

8. Set the stage for the next big event. With March Madness just around the corner, Super Bowl Sunday is the perfect opportunity to promote specials around the monthlong bracket frenzy. Hand out free appetizer vouchers or coupons good for the next visit. And, remember that giveaway for which guests filled out those entry cards? Now is the time to start engaging with them over email and text to keep them up-to-date on what's coming up at your establishment. This keeps your restaurant top of mind and helps them plan their next excursion out with friends to watch the game, or just to hang out.
The Super Bowl is a one-of-a-kind event that brings together football fans and nonfans to be a part of an exciting and memorable American tradition. Whether they're in it for the game, the food or the halftime show, bringing patrons into your restaurant with game-day promotions is a great way to drive new revenue, expand your customer base and create your own loyal fans and repeat guests.