There are two types of restaurant promotions: the kind that fizzles out like a broken tap line and the type that drives customers through the door and increases ticket spending.
The difference? Strategy.
For fast-casual restaurants, big-ticket sporting events like the Super Bowl and March Madness are as much about strategic planning as the food. Promotions tied to holidays and major sporting events demand a strategic, data-driven approach—far beyond the simplicity of a one-off special.
The question isn’t if restaurants should leverage these events but how to do it profitably.
These high-impact campaigns must be meticulously planned. To illustrate what success looks like, we analyzed real-world promotions from top-performing brands that drove traffic but also boosted average check sizes. Here’s what they did right—and what every restaurant should do to capitalize on these high-stakes opportunities.
Fast Casual Brands Cash In on Sports Fans
The Super Bowl isn’t just a championship game; it’s an economic powerhouse. In 2024, Americans consumed 1.45 billion chicken wings on Super Bowl Sunday alone. That’s a lot of wings! Starting with the opening Sunday of the season, wing sales increased by an average of 25%, highlighting the importance of promoting the game-time snack. Restaurants that don’t offer the dish leave actual dollars on the table.
Examples of effective execution of Super Bowl promotions can be seen across the segment. These high-demand moments allow for the creation of limited-time offers, themed menu items, and bundle deals. For example, pizza-and-wings combos, BOGO appetizers, or “Big Game” party food and beverage packs designed for groups draw crowds and drive spending.
Buffalo Wild Wings ran “Buy One, Get One Free” wing deals for the Super Bowl and reported a consistent 20% increase in sales during key sporting events, contributing to over $5.1 billion in annual sales in 2023.
Pizza powerhouse Domino’s plugged “Free extra toppings before kickoff,” which surged
orders by 40% compared to a regular Sunday.
Dozens of fast-casual restaurants and chains offer promotions on Super Bowl Sunday.
However, brands leveraging effective marketing, digital exclusives, and delivery bundles win the
revenue game.
🏀The March Madness Factor
The Super Bowl may own February, but March is a powerhouse month in its own right. Corned beef and Irish stout specials for St. Patrick’s Day lead directly into the madness of the NCAA college basketball tournament. March Madness is not just one night—it’s weeks of games filled with office brackets, last-minute bets, and a perfect excuse to go out for burgers, beers, and basketball. Restaurants that ride the wave with game-day happy hours, watch-party specials, and online order incentives create an extended revenue stream instead of a one-time boost.
Partnerships with the NCAA to run campaigns such as Buffalo Wild Wings’ “Overtime Wing Guarantee,” where customers get free wings if a tournament game goes into overtime, are a smart strategy. They promoted the campaign on social media and tied it to sports betting trends. They reported a 15%+ increase in foot traffic during the tournament and a spike in loyalty program signups.
Playoff Promotions
When the hometown baseball team is still swinging in October or the local NHL and NBA squads are chasing a championship, fast-casual restaurants can hit their own winning streak. While these playoff runs might not have the nationwide hype of the Super Bowl or March Madness, they create a golden opportunity for restaurants with a game-ready promotions strategy.
Shake Shack’s marketing geniuses promoted a limited-edition milkshake that was available only on game days and free fries for fans wearing local team gear. Paired with mobile-ordering discounts, the chain saw a 30% increase in mobile orders and a 20-25% increase in foot traffic at stadium-adjacent locations on game day.
Similarly, Burger King advertises in-app flash deals activated in real-time, such as Buy One,
Get One Whoppers for home run hits during playoff games.
QSR’s Offer Budget-Friendly Romance
Date-night romance isn’t just for fine dining establishments. QSR’s are cashing in on prix fix menus and a casual, fun way to celebrate love. Whether it’s Valentine’s Day, anniversaries, or New Year’s Eve, fast-food chains leverage romance-driven promotions to drive sales and boost customer engagement.
Chili’s Valentine’s Day “Dinner for Two” features special fixed-price menus, which boost check averages by 25-30% and streamline operations. Even fast food giant McDonald’s offered a candlelit McDonald’s experience with table service, unique decorations, and a prix-fixe menu featuring Big Macs, fries, and sundaes that sold out in minutes. When White Castle ran a similar promotion, they experienced 100% capacity and a 14% increase in average check size.
And Krispy Kreme’s “Sweetheart Dozen” pack sales account for 40% of February total sales.
Separating Winning Promotions from Costly Gimmicks
The smartest QSR spots don’t just watch the action—they cash in on the excitement, turning couples and fans into loyal customers. Why are some promotions instant money-makers while others barely boost tickets? The answer is exceptional execution.
Without careful planning, promotions can eat into margins. Paperchase’s accountants track multiple financial measures, ensuring that special offers increase overall revenue without sacrificing profitability.
✅ Ingredient costs
✅ Labor expenses
✅ Tech utilization
Winning Plays for Any Restaurant
- Limited-Time Offers that Create Urgency
- Super Bowl snack bundles? Yes.
- Valentine’s Day prix fixe promising high-end items not offered on the regular menu? Absolutely.
- Month-long promos with no connection to customer demand? Pass
Quick, precise campaigns that create demand for high-margin items (think pizza or themed cocktails) or encourage add-ons of low-cost items (like toppings for fries) have the best profitability versus more extended promotions. If the customer thinks they are getting a deal and fear they’ll miss it by waiting, they’ll not only pay for the promo, but purchase additional items on impulse.
- Hyper-targeted Web Marketing
- Social media teasers: Give customers a sneak peek of the exclusive offer.
- Coupon offers: Build contacts by offering additional discounts or giveaways in exchange for an email.
- Email campaigns: Send loyal guests early access to promotions.
- Paid ads with laser focus: Geo-targeted ads to sports fans or couples looking for a night out.
Using platforms like social media and paid ads will entice a new crowd and create opportunities to convert new patrons into regular customers through excellent service and impressive dishes. To build anticipation, utilize social media platforms to promote upcoming event-specific deals and share behind-the-scenes content, chef interviews, or customer testimonials.
- A Seamless Experience
- Make online ordering effortless for sports events.
- Ensure reservation systems can handle Valentine’s Day traffic.
- Immerse your customers in the experience with themed decor.
- Train staff on upselling—because that extra glass of wine or dessert isn’t just for romance, it’s for profit.
Beware of Foul Plays
Seasonal events can create cash flow fluctuations. The Paperchase team helps restaurants budget for high-demand periods, ensuring they have adequate inventory, labor coverage, and financial stability before, during, and after promotional events.
Other factors to consider are,
- Neglecting Advance Planning: Failing to prepare for increased demand can lead to stock shortages and overwhelmed staff. Plan for increases in inventory and staff needs before major events to ensure repeat visits.
- Overcomplicating the Menu: Introducing too many new items can overwhelm wait staff, strain kitchen operations, and confuse customers. Keep event menus focused and manageable.
- Ignoring Customer Feedback: Use customer comments and reviews from past events to gather feedback and inform future promotions.
The Final Call: Make the most of big moments
Events like the Super Bowl, March Madness, and Valentine’s Day aren’t just dates on a calendar—they’re golden opportunities for restaurants to boost revenue and visibility. The key is designing promotions that make sense and executing them with precision.
By aligning financial strategy with promotional planning, Paperchase ensures that our clients don’t just ride the wave of organic momentum—they maximize its potential for long-term revenue growth.
Whether it’s a Super Bowl wing deal, a New Year’s Eve prix-fixe menu, or a Valentine’s date night special, Paperchase helps turn seasonal demand into lasting financial success.