Turn Sports Passion Into Revenue: The $16.5 Billion College Football Opportunity
College football isn’t just an athletic spectacle—it’s a money-making powerhouse for the hospitality industry and the food & beverage sector. Last year alone saw consumer spending top $16.5 billion during football’s peak season. With an estimated 13 billion meals eaten at tailgates annually, food and beverage operators are primed to score big, both in their dining rooms and via takeout, delivery, and catering.
If you’re a restaurant owner, food and beverage manager, or a hospitality executive looking for your next profitable play, this guide is for you. We’ll break down actionable strategies, trending data from the food and beverage industry, and restaurant marketing insights so you can win over hungry fans—whether they’re tailgating at the stadium or cheering from their living rooms.
Game-Ready Menus: Why Food Variety Scores for Fans
Tailgate and viewing party guests crave choices. Recent food & beverage trends show the average tailgater wants at least 5 different food options and 4 unique beverage choices. Restaurants that capitalize on this demand with thoughtful menu innovation can attract group orders and boost check averages.
Winning Menu Moves
- Group Platters: Combine game-day favorites like sliders, wings, nachos, loaded fries, and dips for easy sharing.
- Family-Style Meals: Create large-format meal packages (think taco bars, pizza bundles, BBQ trays) that serve 6–12 people.
- Beverage Bundles: Offer pitchers of beer, themed cocktails, mocktails, and soda packs; highlight seasonal or viral flavors.
- Limited-Time Offers (LTOs): Roll out regionally-inspired specials or tie dishes to local school traditions and rivalries.
Pro tip: Use food and beverage magazine resources to stay updated on trending flavors like ube, pistachio milk, or plant-based dining options to appeal to all dietary preferences.
Takeout, Delivery & Catering: Bringing Tailgates Home
As the “couch gating” trend grows, home viewing parties rival tailgates for foodservice spend. Leading chains, from Taco Bell’s customizable Party Packs to Red Robin’s catering discounts, are proof that football season is a prime time for volume-driven takeout.
Playbook for Profitable Off-Premise Sales
- Tailgate Package Discounts: Offer deals (like 15% off orders over $150) to incentivize bulk orders.
- Pre-Order & Scheduled Pick-Up: Allow fans to reserve their package in advance, guaranteeing traffic on game day.
- Delivery Partnerships: Leverage third-party apps or build in-house delivery to reach home viewers and tailgate lots.
- Finger Foods That Travel Well: Select items that stay crisp and flavorful, like fried chicken, sandwiches, or grilled meats.
Example: For more on optimizing menu strategy, see Menu Engineering That Works: How Shake Shack’s Strategic Changes Boosted Profitability and Customer Loyalty.
Watch Parties in Your Restaurant: Boost Dine-In Revenue
Create a football atmosphere in your own space with in-house viewing parties. With large screens, themed décor, and a crowd-pleasing playlist, you’ll become the go-to destination for fans seeking the electric feel of game day.
In-Restaurant Strategies
- Event Marketing: Promote via social media, your website, and email blasts; team up with local influencers or alumni groups.
- Themed Decor & Contests: Host trivia, half-time giveaways, and best-dressed fan competitions.
- Group Reservations & VIP Tables: Offer premium seating, advanced bookings, and bottle service for high-spending groups.
- Game-Day Only Specials: Drive urgency with exclusive food & beverage deals available only during the live game.
For more hospitality technology trends to enhance the in-restaurant experience, visit How AI-Powered Solutions Are Transforming Restaurant Operations and ROI.
Digital Marketing & Sports Partnerships: Expand Your Reach
Effective restaurant marketing around football season amplifies your brand to both existing and new customers.
Winning Digital Moves
- Social Media Campaigns: Share user-generated content of your food at tailgates, spotlight “Fan of the Week,” and post live during games.
- Geo-Targeted Ads: Use paid ads to reach “restaurants near me” searchers, alumni networks, and neighborhood communities.
- Local Sponsorships: Partner with colleges, student organizations, and booster clubs for cross-promotions and joint events.
Loyalty Programs That Score
- Launch gamified rewards for game-day visits
- Offer points for catering and takeout orders over a certain value
- Surprise regulars with LTO access, team-themed swag, or exclusive discounts
Community and Guest Experience: The Ultimate Win
The best food and beverage companies maximize the community spirit that college football brings. When you champion local teams or host viewing events, you become part of the tradition.
Community-Based Strategies
- Host Charity Events: Donate a portion of game-day proceeds to local youth sports programs or college scholarships.
- Alumni Nights: Design nights around big-name rivalries with themed menus, décor, and music.
- Branded Merchandise: Offer limited-edition t-shirts, hats, or glassware to foster brand loyalty.
Data-Backed Profit Boosters: What the Numbers Say
- 13 billion: estimated annual tailgate meals in the U.S.
- 89%: of fans say tailgating is more fun than the game, making communal food a key experience driver
- $16.5 billion: was spent on food and beverage during football’s biggest weekend in 2023
- Top-sellers: wings, sliders, BBQ, pizzas, loaded fries, and beverage bundles
(Sources: National Restaurant Association, Restaurant Business, FSR Magazine)
Key Takeaways
Make your restaurant the MVP for college football fans this season with these top strategies:
- Tailor your menu innovation around shareable, easy-to-transport foods
- Promote takeout and catering with value-driven packages and discounts
- Host in-house watch parties to maximize check averages and energy
- Use digital marketing and local partnerships for wider reach
- Engage your community for long-term loyalty beyond football season
Every football weekend is a business opportunity—if you meet fans where they want to eat, celebrate, and cheer.
Ready to capture your share of the $16.5B college football market? Start strategizing now with industry-leading insights from Food & Beverage Magazine and tell us your best play in the comments below!
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How restaurants can profit from college football tailgates and home parties with menu innovation, catering, marketing, and community engagement.
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college football, food and beverage trends, restaurant marketing, tailgate catering, sports hospitality
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine’s “Top 40 Under 40” for founding American Wholesale Floral. Politz is also the founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
