Article

QSRs embracing Super Bowl marketing juggernaut

Sales of chicken wings expected to surpass pizza for the game.

February 2, 2012 by Alicia Kelso — Editor, QSRWeb.com

The Super Bowl provides a major boost to the pizza segment every year. Other concepts in the quick-service segment have taken note, launching menu items and promotional messages around the event, which is expected to draw more than 100 million TV viewers.

The National Restaurant Association's recent research found that 49 million Americans will order takeout or delivery food from a restaurant while watching Sunday's game between the New England Patriots and New York Giants.

"Sporting events and great food go hand in hand, so it is no surprise that millions of Americans will incorporate restaurants into their plans for watching the professional football championship game this year," said Hudson Riehle, senior vice president of the Research and Knowledge Group for the NRA.

Chicken wings favored for the win

While the big pizza players are predicting sales of 1 million to 2 million pies on Sunday alone, they certainly won't corner the market. The NRA predicts that chicken wings will be a more popular option – 63 percent vs. 61 percent – at game day parties.

The National Chicken Council adds that more than 1.25 billion wing portions will be consumed throughout the weekend, totaling more than 100 million pounds of wings.

KFC is leveraging its chicken position with a promotion highlighting its Hot Wings. The chain is also giving away an ultimate viewing party for the game, with NFL Hall-of-Famer and current football analyst Shannon Sharpe as the campaign's spokesperson.

For the promotion, KFC asked football fans to share why they deserve to have Sharpe as their wingman for this year's big game party. Fans that follow @kfc_colonel on Twitter and use the hashtag #KFCWingman with their explanations will earn a chance to have a party catered with KFC's Hot Wings and attended by Sharpe. The grand prize winner will also receive $10,000 for a living-room makeover.

"At KFC, we're always committed to bringing something new to the party," said John Cywinski, president of KFC. "Our Hot Wings are the ideal food for any gathering. The chance to be selected for a party with football star Shannon Sharpe, our Hot Wings and a cool $10,000 media room makeover is a dream for any football fan."

Wing Zone, based in Atlanta, is taking advantage of the anticipated increased traffic to introduce two new flavor rubs to the current line-up of 15 options: Cool Ranch and Blackened Voodoo, the latter featuring Cajun flavors.

Projected to sell almost 1 million wings at its 60 locations on Super Bowl Sunday, Wing Zone Field Marketing Manager Chris Pesti said, "With the increased sales volume this playoff season we plan to place an exclamation point on what has been a great year for the growth of Wing Zone."

Chicken chain Popeyes' Louisiana Kitchen is also taking advantage of the Super Bowl buzz, asking Facebook fans to submit photos of themselves dressed up in their favorite NFL teams' colors. The chain has been posting photos to an online album and a grand prize winner will receive a party catered by Popeyes for the Super Bowl.

Beyond chicken

In addition to KFC, Burger Kinghas also landed an NFL Hall of Famer, and four-time Super Bowl champion, to promote its newest offering in time for the game. Lynn Swann is working with the chain to promote the BK onion ring giveaway Feb. 4 and Feb. 5. Participating restaurants will offer every guest a free value size order of the new onion rings, while supplies last.

"I am happy to work with Burger King to make sure that everyone knows how to get their free onion rings during this weekend of championship football," said Swann, who played wide receiver for the Pittsburgh Steelers. "Since I have my rings, I wanted to make sure you could get yours. And you don't have to stop at four."

White Castle actually presented its own version of the "big game" Jan. 31, with its inaugural Slider Bowl National Championship. The competition featured 16 regional winners of the chain's Finger Football tournament, which kicked off in September.

Representatives from Zelosport, creator of the Finger Football game, were on hand to referee and manage the 4-hour-long tournament, which was conducted using a bracket format. The National Slider Bowl champion, Chris Eldridge from the Chicago area, won a $2,500 cash prize and a lifetime supply of White Castle Sliders.

Taco Bell's12 Pack offering, launched last summer, made its way back into the promotional spotlight in December. Although the limited-time $10 offering included content geared toward the college playoff season, such as ESPN videos and game analysis, the chain's Facebook page is currently reminding fans to be a good party guest by showing up with a shareable 12 Pack.

Jack in the Box has also timed the launch of its new BLT Cheeseburger to coincide with the championship game. During the Super Bowl, Jack in the Box restaurants will promote the new item in a 30-second television ad.

Read more about marketing and promotions.

About Alicia Kelso

---

None

Connect with Alicia: