Fall football games can draw crowds—and additional revenue—to bars and restaurants that serve the hearty cool-weather fare fans crave.
At full- and quick-service eateries located in cities that have a football team, the uptick in sales on Sundays during the NFL season includes a 23% rise in soup and stew orders. Restaurants also sell 17% more noodle- and ramen-based items, and see a 10% bump in curry dish sales.1
After continued staffing challenges and a 35% ingredient cost increase in the past six years, introducing a lineup of new game-day menu selections could be a strategy to drive sales.2 By using versatile ingredients like soup, which can be incorporated into numerous dishes and paired with items like a classic grilled cheese sandwich, operators can supply the communal dining options fans may be looking for—without adding hefty food expenses or prep time.
Shaping a Winning Starter Roster
Shareable appetizers can appeal to groups that gather to watch their favorite team. Sampler platters were the fastest-growing menu item across all segments last year, including fine dining restaurants, which experienced the biggest increase (163%) in the dish.3
Operators are serving a wide variety of samplers. In the Pizookie Trio from BJ’s Restaurants, for instance, three miniature versions of the casual dining spot’s warm sugar, salted caramel, or other cookies come topped with vanilla or chocolate ice cream. Hacienda Mexican Restaurants’ Dip Flight Trio encompasses two of the Indiana chain’s flavored ranch dressings and a serving of its Chili con Queso or White Cheese and Bean Dip.
With an abundance of wings and other traditional fare often available, foodie-focused football fans may express an interest in appetizers that are easy to split and feature an unexpected twist—like an Asparagus, Prosciutto, and Fontina Tart that has a tender yet tangy Dijon-mustard-coated crust made from pre-rolled, ready-to-use Pepperidge Farm® Puff Pastry Sheets.
Inventive individually sized burgers like Sloppy Joe Sliders made with Campbell’s® Condensed Tomato Soup and ground turkey—or Creamy Chicken and Waffle Sliders, assembled with ingredients such as syrup and Campbell’s® Condensed Cream of Chicken Soup—could resonate with the 40% of Americans who eat burgers on at least a weekly basis away from home.4
Eateries may also be able to build on the recent rise in nacho appetizer sales by offering items such as Fundido Nachos—created using Campbell’s® Cream of Chicken Condensed Soup and crumbled spicy sausage—or Lobster Nachos, featuring kettle-cooked Cape Cod® Potato Chips adorned with a satisfying sauce made from Campbell’s® Culinary Reserve Lobster Bisque with Sherry and white cheddar cheese.5
For a similar taste touchdown, try serving this Cheesy Mexican Street Corn Dip—which contains Campbell’s® Culinary Reserve Mexican Street Corn Soup, a traditional spice blend, and a hint of jalapeño and lime—in the skillet it’s baked in, surrounded by tortilla chips.
Fulfilling Takeout and Tailgating Needs
More than half of the record 203.4 million U.S. adults who planned to watch the 2025 Super Bowl said they were going to throw or attend a party commemorating the event.6
With a number of viewers potentially seeking items to either serve or bring on the big day, restaurants may want to consider scheduling specials or limited-time-offer dishes around the Super Bowl each year—which 38% of consumers say they’d be interested in.7
In September 2024, for example, the taco of the month at the fast-casual concept Torchy’s Tacos, The Tailgater, came packed with poblano ranch slaw, a panko-battered chicken tender, bacon, and other distinctive flavors.
In August, Applebee’s commemorated the football season by debuting its Ultimate Trio appetizer sampler, which patrons can order to go, for delivery, or when dining on-premise. The dish includes three app choices—mozzarella sticks, waffle fries, riblets, or other items—and three dipping sauces, which the company says collectively total more than 80,000 ordering options.
Party Bundles to Menu
Operators can make hosting a Super Bowl or other football celebration easy by offering catering and other portable combinations.
Campbell’s® Culinary Reserve Roasted Poblano and White Cheddar Soup with Tomatillos pairs naturally with Late July®—an elevated catering option that highlights premium, craft-style tortilla chips and delivers a differentiated experience. Party hosts could also tuck mini grilled cheese sandwiches beside cups of Campbell’s® Culinary Reserve Tomato Basil Bisque that they set out for guests.
To provide a customizable off-site dining experience, restaurants can package items like Campbell’s® Culinary Reserve Savory Beef Chili with Spicy Pepper Trio with pre-portioned containers of shredded cheese, Kettle Brand® Jalapeño Kettle Chips, and other tasty toppings that guests can put their personal spin on.
Explore the Campbell’s Foodservice library for chef-driven recipes, trend insights, and practical tools designed to help you create menus that resonate with today’s consumers.
1 Guinn, Justin, “Most Popular Game Day Food and Drinks in NFL Cities This Season,” Toast, 2024
2 “Elevated Costs Continue to Pressure Restaurant Profitability,” National Restaurant Association, May 15, 2025
3 The State of the Menu 2025, Datassential, February 2025
4 Burgers Keynote Report, Datassential, June 2024
5 State of the Menu 2024, Datassential, October 2024
6 Super Bowl LIX, National Retail Federation, January 23, 2025
7 Winter Trends 2024, Datassential, October 2024
