Football season is one of the biggest opportunities on the restaurant calendar. Fans gather to watch the big games, and many of them prefer doing it somewhere with a great atmosphere, cold drinks, and food they don't have to cook themselves. That's where your restaurant comes in. But a packed dining room during a game doesn't automatically mean a healthy bottom line. To truly cash in, you need a game plan that maximizes every table, every order, and every fan who walks through your door.
Create A Game-Day Menu Fans Can't Resist
Football and food go hand in hand. Wings, nachos, sliders, loaded fries—these are the dishes fans crave while they watch. Build a special game-day menu around shareable items that are easy to prepare and carry high profit margins.
Shareables are your best friend here. A large platter of wings costs relatively little to produce but sells at a premium, especially when the room is buzzing. Bundle a few crowd-pleasers into "game-day combos" that feed a group. This encourages larger orders and simplifies your kitchen's workflow during a rush.
Don't forget the drinks. Beer, cocktails, and soft drinks carry some of the best margins in the business. Offering a signature game-day drink or a beer bucket special can nudge groups toward spending more.
Extend Happy Hour To Match Game Times
Standard happy hour windows rarely line up with kickoff. Adjust your schedule so discounted drinks and appetizers are available while the game is on. A well-timed happy hour can fill your slower weekday game nights and boost drink sales when the crowd is most engaged.
Consider a "pregame" happy hour that starts an hour before kickoff. This pulls fans in early, gets them settled, and gives them time to order more before the action begins.
Turn Your Space Into A Fan Destination
Atmosphere matters. Fans could watch the game at home for free, so give them a reason to come to you instead. Make sure you have enough screens and that every seat has a clear view. Good sound is just as important as a good picture. Simple touches like team decorations, giveaways, or a raffle during halftime can make the experience feel special.
If you have the space, set up a designated viewing area or reserve tables for big games. A lively, well-organized room keeps fans there longer, and longer stays mean bigger checks.
Promote Your Game-Day Offerings On Social Media
You can't profit from an empty dining room. Let fans know what you're offering before the game so they plan to visit. Post your game-day menu, specials, and viewing details on Instagram, Facebook, and TikTok. Use local hashtags and tag the teams playing to reach nearby fans. A short video showing a sizzling platter of wings or a packed, cheering crowd can do more to draw people in than any static ad.
Email and text campaigns also work well. Send a reminder a day or two before the game with your specials and a friendly nudge to book a table.
Staff Smart To Handle The Rush
Profits can slip away fast if service is slow and orders get lost. Game days bring predictable surges, so schedule enough staff to handle them without overstaffing quiet stretches.
Brief your team on the game-day menu and specials so they can upsell confidently. A server who suggests a beer bucket or an extra appetizer can meaningfully increase the size of each check. Efficient service also means faster table turnover, letting you serve more guests over the course of a game.
Manage Costs To Protect Your Margins
More revenue only helps if your costs stay in check. Track which game-day items sell best and adjust your ordering to avoid waste. Buy high-demand ingredients like chicken wings in bulk when possible to lower your per-unit cost.
Keep an eye on portion sizes, too. Consistent portions protect your margins and keep customers happy. Small inefficiencies add up quickly during a busy season, so review your numbers weekly and adjust as needed.
Since 2005, Quikstone Capital Solutions has been a trusted advisor to thousands of merchants. Quikstone provides these merchants with easy, fast, and flexible working capital for all their business needs. If you need cash for your business, contact us today. We have only one goal: to help your business succeed.
