F&B at Super Bowl time

2 min reading time

Published on 22/02/23 - Updated on 22/02/23

Super bowl F&B

The Super Bowl is the biggest annual sporting event in the United States. It is the final game of the NFL football championship, pitting the two best teams of the season against each other. It is also one of the most watched events of the year on television with a global audience of several hundred million people. A news shared by our partner DEPUR Experiences.

The 2023 edition held on February 5 in Glendale, Arizona was the 57th Super Bowl. In addition to the game, the Super Bowl is a time for entertainment. A large budget is therefore devoted to the half-time show, which for this 2023 edition brought together internationally renowned artists such as Rihanna and the rock band Guns N'Roses.

This annual event is associated with heavy consumption of food and drink on site for those lucky enough to attend, but also, and above all, at home, as the Super Bowl is a moment of celebration and gathering. 

The Super Bowl in figures:

Advertisers paid an average of over $5.5 million for a 30-second commercial during the game.

Figures for the 2022 edition showed that American consumers spent more than $13 billion on food, beverages and decorations for the Super Bowl.

The Gist of the News:

  • The spike in food consumption on this day shows once again the hybridization that can exist between Food and Sport.
  • On the scale of major sporting events such as the Super Bowl, we even leave the realm of sport proper and move closer to entertainment and the highlights of the year. In the same way as Valentine's Day or Halloween, these are consumer moments on which brands can capitalise.
  • In terms of the F&B supply, although there are recipes that come back every year, the Superbowl is a real showcase and an observatory of current snack trends:
  • This year there are many supplies of: tacos, nacho sushi, filled wontons, fried chicken, roasted corn and kimchi.
  • Google shared the most searched recipes in the US during this period. The big winners were recipes for chicken wings with buffalo sauce, garlic and honey, barbecue or teriyaki.
  • This is evidence of the rising trend of snackification: the obsession with snackable, shareable, finger-friendly products.
  • Many fast food restaurants have been offering supplies and promotional codes in an attempt to stand out from the crowd. To add even more interaction, some of these supplies were also correlated with scores or game progress. Buffalo Wild Wings, for example, offered free wings to all customers who ordered during the evening if the game went on.

DEPUR Expériences

DEPUR Expériences

Cabinet de conseil

  • DEPUR Expériences France
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