Sports
viewing has become much more than an opportunity to watch a game. It is a food
occasion, a social gathering, a retail opportunity and an increasingly
important battleground for restaurants, grocery retailers and convenience
stores according to Steven Johnson, The
Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.
Whether
consumers are watching professional football, basketball, hockey, college
sports or international soccer, one thing remains remarkably consistent: food
is part of the entertainment.
But
the game-day food business is changing. Consumers are no longer satisfied with
the same predictable assortment of wings, chips and pizza. They want flavor
choices, portability, convenience, customization and, increasingly, an
affordable way to feed a group without sacrificing quality.
The
Grocerant Guru® has long recognized that consumers do not think in retail
channels. They think about what they want to eat, when they want it, where they
want it and how much they want to spend.
That
creates an enormous opportunity for restaurants, grocery stores, convenience
stores and other food retailers willing to compete for the same consumer and
the same eating occasion.
The
2025 and 2026 food industry data reinforce an important point: Game-day food
marketing is no longer just about selling food. It is about owning the
occasion.
The Numbers Behind the Game-Day Food Opportunity
Consider
several recent industry findings.
·
2026 Chicken Wings: The National
Chicken Council projected Americans would consume 1.48 billion chicken wings
during Super Bowl LX, approximately 10 million more than the previous year.
·
2025 Restaurant Orders: DoorDash
reported more than 639,000 chicken-wing orders and more than 637,000 pizza
orders on championship Sunday. Wing orders were nearly 25% higher than on any
other day of the year.
·
2026 Grocery Shopping: Instacart
reported that Big Game shoppers purchased tortilla chips 106% more often, salsa
96% more often and shelf-stable dips 227% more often than their respective
yearly averages.
·
2026 Hosting: Circana reported
increased unit sales during the global soccer tournament viewing period,
including fresh produce party trays (+1.9%), deli entrees (+1.3%), pretzels
(+1.5%) and ready-to-eat popcorn (+1.6%).
·
2025 Grocery Foodservice: FMI reported
that consumers choosing grocery deli-prepared foods instead of restaurant meals
increased from 12% in 2017 to 28% in 2025. Additionally, 53% of Americans
reported taking a hybrid approach to meals, combining deli-prepared foods with
items from their own kitchens.
These
numbers tell a compelling story. Consumers are assembling their own food
experiences across channels. The retailer or restaurant that makes the occasion
easier, tastier and more affordable has an opportunity to win the transaction.
Five Game-Day Food Categories That Deserve Attention
1. Sliders: Small Format, Big Opportunity
Sliders
deliver something consumers increasingly appreciate: variety without requiring
a full-sized meal.
Think
beyond traditional beef and cheddar. Consider:
·
Korean barbecue beef sliders with
pickled vegetables.
·
Nashville hot chicken sliders with
creamy slaw.
·
Pulled pork sliders with sweet
barbecue sauce.
·
Crispy fish sliders with spicy tartar
sauce.
·
Plant-forward mushroom and cheese
sliders.
Sliders
allow consumers to sample several flavors without committing to one large
sandwich.
For
grocery retailers, sliders can be sold in ready-to-heat party packs.
Restaurants can offer six-, twelve- or twenty-four-piece assortments.
Convenience stores can merchandise smaller individual portions alongside
beverages and snacks.
The
marketing opportunity is not simply the slider. It is the ability to sell
variety, convenience and shareability in one package.
2. Chicken Wings: The Flavor Playground
Chicken
wings remain a game-day heavyweight, but consumers increasingly have
opportunities to explore different flavor profiles.
Buffalo,
honey garlic, Korean gochujang, Nashville hot, lemon pepper, sweet chili and
Caribbean jerk provide opportunities to create distinctive assortments.
The
2026 National Chicken Council projection of 1.48 billion wings demonstrates the
enormous scale of the occasion.
However,
operators should not assume that every customer wants the same wing experience.
Offer
bone-in and boneless selections, tenders, chicken bites and sauce flights.
Include a choice of dipping sauces and cooling accompaniments.
Grocery
deli departments can compete with restaurants by offering hot wings,
refrigerated prepared wings and heat-and-eat assortments. Restaurants can
differentiate themselves through signature sauces and consistent preparation.
The winning strategy is to sell a flavor experience rather than simply selling a dozen wings.
3. Nachos: Build Your Own Food Experience
Nachos
are an ideal game-day platform because they allow consumers to customize their
food.
Traditional
tortilla chips, queso, jalapeños and salsa remain relevant. But the opportunity
expands considerably when operators add:
·
Barbecue pulled pork.
·
Birria beef.
·
Buffalo chicken.
·
Street corn.
·
Black beans and roasted vegetables.
·
Fresh pico de gallo.
·
Guacamole and specialty cheeses.
Consider
a nacho flight featuring three smaller flavor combinations instead of one
enormous platter.
This
creates opportunities for incremental purchases and gives consumers something
to discuss and share.
For
food retailers, ingredient merchandising can make nachos a cross-category
opportunity. Chips, deli proteins, cheese, salsa, guacamole and beverages can
all become part of one game-day purchase.
4. Pizza: The Reliable Crowd Pleaser Needs Reinvention
Pizza
remains a natural choice for sports viewing because it is familiar, portable,
shareable and easy to order.
But
pizza operators should not confuse familiarity with consumer loyalty.
Consumers
have choices ranging from national pizza chains and independent restaurants to
supermarket take-and-bake products and refrigerated prepared pizzas.
Consider
expanding beyond traditional pepperoni:
·
Hot honey pepperoni.
·
Buffalo chicken and blue cheese.
·
Barbecue brisket.
·
Mediterranean vegetable.
·
Spicy sausage and roasted peppers.
·
Korean barbecue chicken.
Smaller
specialty pizzas, half-and-half combinations and pizza bundles provide
additional opportunities.
DoorDash's
2025 championship Sunday data, showing more than 637,000 pizza orders,
demonstrates how significant the occasion can be for delivery operators.
The
lesson is straightforward: consumers want pizza, but operators still need to
earn the order through price, quality, convenience and differentiation.
5. Dips, Chips and Snack Boards: The Incremental Sales
Engine
Never
underestimate the power of the dip.
Instacart's
2026 Big Game research found that shelf-stable dip purchasing was 227% above
its yearly average. Tortilla chips were 106% higher, while salsa purchases
increased 96%.
These
are substantial occasion-driven purchasing differences.
Traditional
guacamole, queso, French onion and salsa remain important. However, food
retailers should also consider:
·
Buffalo chicken dip.
·
Smoked jalapeño queso.
·
Whipped feta.
·
Roasted red pepper hummus.
·
Street corn dip.
·
Spinach artichoke dip.
·
Specialty dessert dips with pretzels
and fruit.
The
opportunity extends beyond individual products.
Create
complete snack boards combining cheeses, charcuterie, crackers, vegetables,
dips, nuts and sweet treats.
Grocery
stores can assemble ready-to-serve boards. Convenience stores can offer smaller
snack combinations. Restaurants can create appetizer packages designed
specifically for delivery and pickup.
The
objective is to turn several small purchases into one larger, more satisfying
food occasion.
The Next Generation of Game-Day Food Marketing
The
traditional game-day menu is evolving. Successful operators need to recognize
that consumers want different combinations of food depending on the game, the
gathering and the time available.
Here
are four strategies worth implementing.
1. Sell the Occasion, Not Just the Individual Menu Item
A
dozen wings is a product. A complete game-day package is a solution.
Create
packages that combine:
·
Wings and sliders.
·
Pizza and salad.
·
Nachos and specialty dips.
·
Chicken tenders and multiple sauces.
·
Snack boards and desserts.
Offer
packages for two, four, six and ten people.
The
objective is to simplify purchasing while increasing the overall transaction.
A
consumer who might purchase one pizza could be persuaded to purchase a complete
food package when the value is clear.
2. Make Price, Value and Convenience Work Together
Affordability
matters.
Wells
Fargo's 2026 Super Bowl food report estimated that hosting ten people would
cost approximately $140, compared with $138 in 2025.
That
is approximately $14 per person.
This
demonstrates the importance of giving consumers an affordable way to entertain
without making the food experience feel inexpensive.
Restaurants
should communicate what a package feeds, what is included and how much
consumers save compared with ordering individually.
Grocery
retailers should compare ready-to-eat, heat-and-eat and assemble-at-home
options.
Convenience
stores should emphasize smaller packages and immediate consumption.
Remember
the Grocerant Guru's Price Value Service Equilibrium: consumers evaluate price,
quality, convenience and the overall experience together.
The
lowest price does not automatically win.
3. Embrace Flavor Exploration and Customization
Consumers
want familiar foods with interesting twists.
A
traditional chicken wing can become a Korean barbecue experience. A pizza can
become a hot honey specialty. A nacho platter can become a birria-inspired
meal.
This
is where limited-time offers become valuable.
Create
seasonal and regional flavor combinations that give consumers a reason to
purchase now rather than later.
For
example, a football rivalry could inspire two competing wing flavors. A hockey
promotion could feature a hat-trick sampler with three sauces. An international
soccer tournament could introduce regional food combinations reflecting
participating countries.
The
key is to connect food innovation to consumer participation rather than relying
exclusively on team logos and advertising.
4. Connect Grocery, Restaurants and Convenience Retail
One
of the most important opportunities is the elimination of traditional food
retail silos.
The
2025 FMI research showing that 28% of consumers had replaced restaurant meals
with grocery deli-prepared foods illustrates the competitive shift.
A
grocery retailer can compete with a restaurant through freshly prepared wings,
pizza, sliders and party trays.
A
convenience store can compete through hot sandwiches, chicken, pizza, snack
combinations and prepared beverages.
A
restaurant can compete through family packs, delivery bundles and pickup
promotions.
Consumers
are not necessarily loyal to a channel. They are loyal to the solution that
best meets their needs.
The
Grocerant Niche is particularly relevant here. Fresh-prepared, ready-to-eat and
heat-and-eat foods allow retailers and restaurants to compete for the same
consumer occasions.
Beverages and Desserts: Don't Leave Money on the Table
Game-day
food marketing should not stop with the main course.
Beverages
and desserts provide important opportunities to increase the average
transaction.
Consider
pairing:
·
Buffalo wings with lemonade, iced tea
or flavored sparkling water.
·
Spicy sliders with citrus beverages.
·
Pizza with specialty sodas.
·
Nachos with fresh fruit beverages.
·
Snack boards with cookies, brownies
and bite-sized desserts.
Nonalcoholic
beverage choices deserve particular attention. Flavored lemonades, sparkling
waters, mocktails and specialty iced teas can broaden the appeal of a game-day
package.
Desserts
should also be designed for sharing. Mini cheesecakes, cookie assortments,
brownie bites and chocolate-dipped treats can complete a party package.
The
point is simple: consumers purchasing food for a gathering are often purchasing
more than one eating occasion.
Three New Insights from the Grocerant Guru®
1.
Own the Occasion, Not the Channel.
The
consumer does not care whether the wings come from a restaurant, the grocery
deli or a convenience store. They care about flavor, quality, price and
convenience. Retailers that compete across channels for the same eating
occasion will discover new customer acquisition opportunities.
2.
Customization Creates Incremental Revenue.
One
flavor of wings is a transaction. Four flavors, three dipping sauces and a
shareable side create an experience. Consumers appreciate choices, and
operators can use customization to differentiate their offerings, increase
average checks and encourage repeat purchases.
3.
Convenience Without Value Is a Losing Proposition.
Consumers
will pay for convenience, but they expect something in return. Quality, portion
size, flavor, portability and price must work together. The brands that
understand the intersection of price, time and flavor will be better positioned
to attract and retain customers.
The
Bottom Line
Sports
viewing is not simply a television audience opportunity. It is a recurring food
marketing opportunity that crosses restaurants, grocery stores, convenience
stores and other retail formats.
Consumers
are dynamic, not static. Their expectations, eating habits and purchasing
decisions continue to evolve.
Brands
that continue selling yesterday's game-day menu without understanding today's
consumer risk losing tomorrow's transaction.
The
game may be decided on the field, but the food business is decided by the
consumer.
Steven
Johnson, The Grocerant Guru®, is the founder of Foodservice Solutions® of
Tacoma, Washington, recognized for identifying the Grocerant Niche in 1996.
Foodservice Solutions® specializes in outsourced business development,
identifying, quantifying and qualifying additional food retail segment
opportunities, new menu product segments, and brand and menu integration
strategies.
