Update Your Promotional Playbook for the Super Bowl

Restaurants are still reeling from Holiday Season hangover, and hopefully gearing up for the biggest sporting event of the year – the Super Bowl. Like every other event that gets national exposure on an annual basis, the Super Bowl is an opportunity for restaurant owners to cram their little brand into the enormous beacon of spotlight that emanates from the big game.

But because real estate in the spotlight is saturated with a seemingly infinite number of restaurants and bars, it is important to set yourself apart from the competition and get noticed by the masses. You need to give folks some pretty damn good reasons to watch this year’s battle for the Lombardi Trophy at your business over another, and it’s going to take some convincing to lure them into what they will assume, and you hope is a crowded restaurant or bar when they can just as well watch the game within the comfort of their own home. Do you have what it takes?

If not, don’t fret, because we can give you the leg up. We’ve already put together a foolproof gameplan and chalked out some X’s and O’s that can ensure you are ready to win on the day of the game that can’t be named (but seriously, don’t use the words Super Bowl because the NFL can, and will sue you for its unlicensed use).

  1. Throw a tailgate party. Don’t just turn on the tv and hope for the best – create an event. People won’t just be coming to your business to watch the game, they’ll be attending a tailgate! Grab a couple of tents and throw them in the parking lot, maybe a fire pit, book a band or two, throw together some food and drink specials and market it as YOUR BUSINESS’ NAME’S Big Time Pre-Game Tailgate.
  2. Day-after specials. Too much competition? The best offense is a good defense. Take the energy from the big event and give people a reason to celebrate on the day following the Super Bowl. Wing specials marketed as “Leftovers from the Big Game” can bring in unexpected numbers the Monday following the Super Bowl. Have a commercial rewind party.
  3. Reward customers for making reservations for the big game. In the words of the late, great, Al Davis, “Just win, baby.” While bribing officials is illegal in Professional Football, bribing incentivizing customers in the restaurant industry is crucial to your success, and there’s no shame in rewarding customers for reserving a table on the day of the Super Bowl.

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