Super Bowl Sunday is the day football fans unashamedly come together to yell at the television, pay attention to the ads they usually try to avoid, and binge on game day foods. But this year, with millions of football fans unable to host large parties or watch the game in their favorite bar, new consumers looked to dining delivery to bring them their wings and sub sandwiches.
While dining delivery has seen huge growth with new consumers throughout the pandemic, Quantcast was interested to see how it played out on game day, and we discovered four interesting new trends.
#1: Older football fans avoid grocery stores on game day
Affluent older males were 8% less likely to visit a grocery store on Super Bowl Sunday compared to the average.* Instead, grocery store shoppers skewed younger, up 8%, perhaps taking advantage of quieter stores on game day.*
#2: A Wing and a Prayer
Orders for game day staples like wings and subs shot through the roof on Super Bowl Sunday, but which U.S. cities experienced the strongest cravings? In Tampa Bay, order volumes for wings and subs rocketed 154% while Kansas City saw a spike of “only” 120%. Apparently more wings = more winning. Take a look at which other cities felt the cravings on Super Bowl Sunday.
* Average number of daily conversions by DMA (Jan 1 thru Feb 6) as compared to the volume by DMA on 2/7/21 Super Bowl Sunday.
#3: Mobile continues to gain yards on other ways to order
Mobile ordering continues to dominate the game day snack attack. During Super Bowl 55, orders from mobile or tablet grew to 82%, up from 80% in 2020.
#4: Affluent Boomers reach for the phone
On an average day, millennials account for 41% of online food orders while boomers make up only 13%. But on Super Bowl Sunday, orders from millennials fell 2% while boomers increased +2%. At the same time, orders among fans earning under $50k a year dropped by a whopping 5% while folks making over $100k grew by +5% on game day.
Have a craving for more insights?
Check out the Quantcast Data Insights page for other event and vertical trends.
* About the data: This data is based on unique Quantcast data drawn from various domains within the quick serve dining and grocery store verticals. Shifts in demographic compositions are reflective of the audiences observed on February 7, 2021 as compared to a YTD demographic baseline.