From Legendary Vendor Partner Lamb Weston
With 64% of Americans now identifying as sports fans (up from 55% in 2021)1, the opportunity for restaurants to benefit from sports is bigger than ever. Sports also carry unique cultural power; American adults say sports create more shared unity across social and political lines than any other major cultural institution.1 That sense of connection is exactly what restaurants can tap into. From fast casual to family dining to QSR, operators can use sports moments to drive visits without changing who they are.
Think in moments, not just games
Sports create predictable opportunities, and operators win by tapping into the emotions around them (excitement, community, nostalgia) and connecting them to their food.
- Pizza = game night made easy
- Family dining = post‑game team meals
- Cafés = recovery brunch after late-night games
Quick-win ideas
- High school football Fridays
- Youth team celebrations
- College rivalry weekends
- Limited‑time game‑day items
- Offers triggered by wins
- Team‑themed packaging or desserts
Local sports offer community engagement
Traffic doesn’t come only from major events. Local sports often matter more and position your restaurant as a community partner.
- Jersey nights
- Local team fundraisers
- Discounted team meals
- Kids’ meals tied to game nights
Pair digital with sports to boost frequency
Sports content performs exceptionally well online. Even guests who watch at home still tie your brand to their routine. Use it to:
- Time social posts around kickoff/tip‑off
- Add playful sports language to emails
- Promote takeout for watch parties
- Encourage easy reorders for recurring game nights
Sports = promotional power without discount fatigue
Sports moments allow for fun, time‑bound offers instead of broad discounts. Here are some ideas:
- Game Day Bundles
- Halftime Happy Hour
- “Win or Lose, We Eat”
- Overtime Dessert Add‑Ons
Stay true to your brand
Leaning into sports doesn’t mean becoming rowdy or bar-like. Sports provide context; your brand delivers the experience.
- Fast casual = convenience for game nights
- Family dining = celebration and togetherness
- Premium casual = elevated pre/post‑game meals
- QSR = quick, fun score-based offers
1 Kantar, U.S. Sports MONITOR (Q4); 2,000 nationally representative Americans, ages 18+
How any restaurant can use sports to drive traffic | Lamb Weston
