Eye on Hospitality: Restaurants, Hotels Set for Big Business on Super Bowl

Eye on Hospitality: Restaurants, Hotels Set for Big Business on Super Bowl https://wahospitality.org/wp-content/uploads/2017/01/football2017b.jpg

By Paul Schlienz

Super Bowl Sunday is coming soon, on Feb. 5, and take-out delivery is likely to do major business on the big day.

Approximately 48 million Americans order take-out or delivery for each Super Bowl, according to the National Restaurant Association.

Of course, beer, pizza and chicken wings are the big items.

Pizza Hut sold almost $12 million in food across digital platforms alone during the 2016 Super Bowl. This set a single-day digital sales record — up from approximately $10 million during Super Bowl 2015. And that only accounted for around half of Pizza Hut’s Super Bowl Sunday profits since the chain’s digital sales usually account for about half of its overall sales.

According to Pizza Hut, more than 60 percent of its online orders were placed via mobile Web browsers or through the chain’s iPhone app, which accounted for almost $1 million in sales.

“Throughout the history of our company we have always demonstrated that we will make the improvements needed for our customers first, then our business,” Jeff Fox, Pizza Hut’s chief brand and concept officer said in a statement.

Other pizza chains are also taking advantage of growing customer interest in online ordering.

Domino’s been utilizing an online pizza tracker for several years, and in 2016, partnered with Amazon for the 2016 Super Bowl.

Americans also ate somewhere in the neighborhood of 1.3 billion chicken wings over Super Bowl weekend, in 2016, according to the National Chicken Council. That’s up 3 percent, or more than 37 million wings, from the previous year’s Super Bowl. Approximately 75 percent of wings eaten on Super Bowl Sunday come from restaurants.

According to Eater, Wingstop’s wing sales at its 800 locations rise by an average of 190 percent on Super Bowl Sunday.

Of course, it’s hard to imagine all those slices of pizza and chicken wings without beer. According to the U.S. Census Bureau, even though beer sales usually go down in January, they begin climbing back up during February and March increasing to peak sales during the summer. Naturally, with a shot in the arm like Super Bowl Sunday, it’s no wonder that beer sales begin their upward trajectory in February.

And if you operate a hotel in Houston, 2017’s Super Bowl host city, you are preparing for an influx of guests from all over the country.

Preparations have been under way for some time to welcome the city’s Super Bowl guests. Downtown Houston, the center of the city’s Super Bowl activity, is full of hotels that are are upping their game, and new lodging options are joining the Houston scene. Downtown Houston’s Four Seasons’ multimillion-dollar renovation includes overhauls of its spa and lobby, including a new restaurant/bar. Most significant, however, is the new $371 million Marriott Marquis, a 1,000-room, 29-floor convention-center hotel.

“The things that are taking place right now are things that will live long past the Super Bowl,” Houston’s Mayor Sylvester Turner said.

Categories: News Room