Super Bowl Week Promotions for Local Businesses
The week before the big game is one of the busiest food and gathering weeks of the winter, and you do not need a stadium deal to get a share of it. With a few well-planned offers, honest wording and a pre-order system that keeps the kitchen calm, a local cafe, pizza shop, bar, bakery or party store can turn game week into a reliable February boost.
Key takeaways
- The big game is usually played on the second Sunday of February. Check this year's date and count back seven days to plan your promotion week.
- Say "the big game" or "game day" in your marketing. The official event name is trademarked, so do not use it in paid ads without permission.
- Pre-orders with a firm cutoff are the single best way to protect your kitchen, your stock and your staff on the day.
- Build two or three simple offers (a party pack, a watch event and an add-on) rather than a long menu of deals.
- Plan the week after the game too: leftovers, quiet Monday traffic and Valentine's Day arriving soon after.
Game week rewards businesses that plan early and keep things simple. People want food that travels, decorations that arrive on time and a place to watch if they are not hosting. If your business can solve one of those problems, you have a promotion.
This guide walks you through choosing your offers, naming them safely, taking pre-orders, running a watch event, promoting it locally and following up afterwards. A quick note before we start: anything here about trademarks, alcohol or employment is general information, not legal advice. Rules vary by state and country, so check with a qualified professional if you are unsure.
Know the calendar and your customer
Start by putting the date in your calendar. The big game is usually held on the second Sunday of February, but schedules can change, so confirm the date and kickoff time for this season. Then work backwards. A good planning rhythm looks like this:
- Three weeks out: choose your offers, check supplier lead times and set prices.
- Two weeks out: open pre-orders, update your Google Business Profile and post your first announcement.
- Game week: send reminders, confirm staffing and prep what can be prepped.
- Game day: run pickups and delivery from a clear schedule, not a scramble.
- The week after: thank customers, collect feedback and pivot to Valentine's Day on 14 February.
Next, think about who is actually buying. There are usually three groups: hosts feeding a crowd, guests who want to bring something, and people who want to watch somewhere other than home. Each group needs something different. Hosts want volume and convenience. Guests want something easy to carry that makes them look generous. Watchers want a good screen, a seat and a reason to choose you over the place down the road.
Name your promotion without trademark trouble
The official name of the championship game, along with its logos and team names, is protected by trademark. Using them in paid advertising, product names or promotional materials without permission can lead to warning letters or worse. Plenty of small businesses talk about "the big game" for exactly this reason, and customers know what you mean.
Safer phrasing you can use freely includes:
- Game Day Party Pack
- Big Game Wings Bucket
- Sunday Showdown Platter
- Football Sunday Watch Party
- Halftime Snack Box
Avoid team logos, official league marks and phrases that suggest you are an official partner. If you want to mention teams, keep it to general fan language such as "whoever you are cheering for." When in doubt, keep the name generic and let the food or the atmosphere do the work.
Common mistake
Boosting a social post or running a search ad with the official game name in the headline. Paid ads get more scrutiny than a chalkboard sign, and ad platforms may reject them anyway. Keep the trademarked name out of anything you pay to promote, and check the current guidance from the platforms you use.
Choose two or three offers that fit your business
The temptation is to create a deal for everything. Resist it. Each extra offer adds prep, packaging and confusion at the counter. Pick the two or three ideas below that match what you already do well.
Party packs for hosts
A party pack bundles food for a set number of guests at one price. Think wings and dips for ten, a sandwich platter for twelve, a pizza and salad bundle for eight, or a dozen cupcakes in team-neutral colors. Price packs so the per-person cost is clear, and keep the build simple enough that any staff member can assemble one from a printed card.
Bring-along items for guests
Guests want something portable that looks thoughtful. A box of cookies decorated like footballs, a tray of brownies, a six-pack of craft sodas or a ready-to-serve dip all work. These sell well as last-minute add-ons, so keep a stock of them for walk-ins on game day.
Watch events for people who want to go out
If you have screens, seating and the right license, a watch event can fill a normally quiet Sunday evening. Offer reserved tables with a set menu or a minimum spend so you can plan staffing. Keep a few tables for walk-ins so locals do not feel shut out.
Non-food businesses
Party stores can sell decoration kits, cleaners can promote a "Monday after" home clean and fitness studios can run a Saturday "earn your wings" class. The game is the hook; your service is what you sell.
Pro tip
Offer one simple upgrade at checkout, such as extra dip, a dessert box or a second sauce. A single well-placed add-on usually beats a complicated bundle menu, and it is easy for staff to remember.
Set up pre-orders and a pickup schedule
Game day orders cluster into a few hours before kickoff. Without a plan, that means long queues, cold food and stressed staff. Pre-orders fix most of this. Here is how to set them up.
- Pick your ordering channel. Use your existing point-of-sale or online ordering system, such as Square or Toast, if it supports scheduled orders. A simple form in Google Forms or Jotform can work for small volumes, but you will need to take payment separately.
- Set a firm cutoff. Close pre-orders a day or two before the game so you can order stock and plan prep. Say the cutoff clearly in every post.
- Create pickup slots. Offer 15 or 30 minute windows and cap the number of orders per slot. Spread the load across the morning and early afternoon.
- Take payment upfront or a deposit. Prepaid orders cut no-shows sharply. If you take card payments, use a system that follows PCI DSS and never write down or store full card numbers.
- Send confirmations and reminders. Confirm each order with the pickup time and address, then send a reminder the day before.
- Set up the pickup station. Label bags with the customer's name and slot, keep them in time order and have one person run the station.
A game week offer planner template
Copy this table into a spreadsheet and fill in one row per offer. The prices and quantities below are made-up examples only.
| Offer | Serves | Example price | Pre-order cutoff | Max orders | Pickup or delivery | Lead person |
|---|---|---|---|---|---|---|
| Game Day Party Pack | 10 | $95 (example) | Friday, 6 p.m. | 40 | Pickup, 11 a.m. to 3 p.m. | Kitchen lead |
| Halftime Dessert Box | 8 | $32 (example) | Saturday, noon | 60 | Pickup or local delivery | Pastry lead |
| Watch Party Table | 4 | $80 minimum spend (example) | Saturday, 6 p.m. | 12 tables | Dine in | Floor manager |
Add columns for ingredient cost and margin if you want to check that each offer is worth the effort.
Promote it locally in the week before
Your best customers for game week are nearby, so focus on channels that reach your neighborhood.
- Google Business Profile. Post an offer or event with the dates, the cutoff and a clear photo. Update your hours if they change on game day.
- Email and SMS. Send one announcement and one reminder to subscribers who agreed to hear from you. In the US, CAN-SPAM requires a clear unsubscribe option and a valid postal address. In the UK and EU, PECR and GDPR consent rules apply.
- Social media. Schedule a short series of posts with a tool such as Buffer, Later or Meta Business Suite: the announcement, a behind-the-scenes prep shot, a "last chance" post and a game day pickup reminder.
- In store. A simple counter sign and a flyer in every bag for the two weeks before reach your regulars at no cost.
- Local partners. A nearby bar might promote your wings; a party store might hand out your flyer. Swap favors with neighbors.
If you work with local creators or customers to promote your offer, make sure any paid or gifted posts are clearly labeled. US FTC rules require disclosure of material connections, and the UK ASA and CAP Code require clear ad labels. Ask permission before you share customer photos.
Hypothetical example
Imagine Rosa, who runs a small taqueria. Last year walk-ins swamped her before kickoff and she ran out of tortillas. This year she offers just a "Game Day Taco Kit" for eight and a chips and salsa add-on, takes pre-orders for two weeks, closes them on Friday evening and caps each pickup slot. On the day, the kitchen preps to a known number and the queue moves quickly. (This scenario is made up for illustration.)
Run game day smoothly
A promotion is only as good as the day it is delivered. A little preparation keeps service calm.
- Staff the peak. Schedule extra hands for the busiest pickup windows and, if you run a watch event, for the hour before kickoff and halftime.
- Prep in batches. Make sauces, dips and desserts the day before where food safety allows. Follow your local food hygiene rules on storage and holding temperatures.
- Keep a walk-in buffer. Hold back a small amount of stock for last-minute buyers, and put a "sold out" plan in place for when it runs out.
- Serve responsibly. If you sell alcohol, remind staff about checking ID and refusing service to intoxicated customers, and follow your license conditions.
- Avoid betting promotions. Prize draws, score predictions and gambling-style games are tightly regulated in many places. Unless you have checked the rules, stick to simple, free-to-enter fun.
Common mistake
Saying yes to every last-minute catering request on Saturday night. It feels like good business, but it can overload your kitchen and put the pre-paid orders at risk. Decide your maximum in advance and stick to it.
Follow up after the final whistle
The Monday after the game is often quiet, which makes it a good time to tidy up and learn.
- Thank your customers with a short message and, if you like, a small offer for a quiet midweek visit.
- Ask for feedback with a two-question survey in Google Forms or Tally.
- Review the numbers: orders, sales and waste against your plan, plus the best-selling offer and busiest slot.
- Pivot to Valentine's Day on 14 February by reusing your pre-order system for dessert boxes or dinner kits.
Your game week action checklist
- Confirm this season's game date and kickoff time
- Pick two or three offers that fit your business
- Name them with "big game" or "game day" language, not the trademarked name
- Check supplier lead times and order stock
- Set up pre-orders with a firm cutoff and capped pickup slots
- Update your Google Business Profile and schedule social posts
- Send one announcement and one reminder email to subscribers
- Plan staffing for peak pickup times and any watch event
- Thank customers, review the numbers and note lessons for next year
Frequently asked questions
Can I write the official game name on my menu board?
The safest approach is to use generic wording such as "the big game" or "game day" everywhere, especially in anything you pay to promote. Trademark rules can be strict, so if you want to use the official name, get advice from a qualified professional first.
How early should I open pre-orders?
Around two weeks before the game works for most small businesses. It gives customers time to plan and gives you time to order stock. Close pre-orders a day or two before the game so you can prep with confidence.
Is a watch party worth it if I only have one screen?
It can be, if you keep it small and cozy. Offer a limited number of reserved seats with a simple set menu, and make sure everyone can see and hear. A full room of happy regulars is better than a half-empty event that promised too much.
What if I am not in the US?
Fans watch all over the world, often late at night in the UK and Europe. A late-opening venue can run a small watch event. Check your licensing hours before you advertise.
The bottom line
Game week is a short, predictable sales burst in the quiet heart of winter. Pick a few clear offers, call them by safe names, take pre-orders with firm cutoffs and promote them where your neighbors already look. On the day, staff the peak, serve responsibly and keep a little stock for walk-ins.
Block out an hour this week to fill in the offer planner. By the time kickoff comes around, your kitchen will be ready, your customers will be fed and you can enjoy the halftime show yourself.
