Restaurant Delivery Falters as Consumers Return to Restaurants for Super Bowl 2022
Restaurant Delivery sales fell 3% YoY this Super Bowl Sunday, continuing January’s negative trend as the category lapped difficult comps. Total Super Bowl restaurant sales grew 3% YoY in 2022 across major menu categories as 19% YoY growth in Varied Menu (such as Applebees and Cheesecake Factory ) helped offset declines in Pizza (-4% YoY), and Restaurant Delivery. Total Super Bowl restaurant sales growth across major menu categories decelerated sharply from 14% in 2021 as foot traffic to grocers increased. Burger restaurants remained the largest signal menu category, growing 2% YoY, while fourth largest Chicken posted a rare but slight decline of 0.3% YoY.
Several companies seemed to benefit from the dispersion of game day spending away from Restaurant Delivery apps. Dollars spent directly at Little Caesars grew fastest among major restaurants YoY during Super Bowl Sunday, followed by Taco Bell and Chick-fil-A. Chick-fil-A was also the largest restaurant by sales during game day, exceeding both 2021 and 2020 sales. a record it also held in 2021. McDonald’s was the second largest restaurant by sales, but remained slightly below pre-covid levels.
*Big Game sales occurred on game day Sunday as well as the following Monday to account for transaction lag.
Definitions conform to Technomic restaurant categorizations.