Super Bowl Not So Super for Restaurants and Bars, Says Technomic

In a sign of the lingering recession, actual sales data collected from nearly 3,000 restaurants and bars across the country show that business was sluggish for this year’s Super Bowl, with total sales on Super Bowl Sunday down nearly 6 percent vs. the 2009 Super Bowl Sunday.

“The Super Bowl is the first big event of the New Year, and we had hoped to see people returning to bars and restaurants,” said David Henkes, Vice President at Technomic and leader of the firm’s beverage alcohol practice. “This is the first true indicator for 2010 that restaurants and bars are still struggling, and it corresponds to our forecast for another down year for the foodservice industry.”

While overall revenues in restaurants and bars were down 5.5 percent, the drop was greater for food. Alcohol sales actually declined by 0.7 percent, indicating that more people cut back on food during the Super Bowl than cut back on alcohol.

Data is pulled from a database that is collected and maintained by GuestMetrics, based in Ashburn, Virginia. Technomic and GuestMetrics have a strategic partnership in the foodservice industry.

For further information on Technomic’s beverage alcohol forecast and programs for suppliers in the on-premise beverage alcohol channel, please contact David Henkes at 312-506-3927 or dhenkes@technomic.com.

Technomic provides clients with the facts, insights and consulting support they need to enhance their business strategies, decisions and results. Its services include numerous publications and digital products, as well as proprietary studies and ongoing research on all aspects of the food industry.

• Restaurant Marketing Secrets
• The Restaurant Marketing Bible: How To Market Your Restaurant on a Shoestring Budget
• Restaurant Marketing Strategies: Dramatically Improve Your Restaurant Profits While Spending Less Money
• Foodservice Marketing for the ’90s: How to Become the #1 Restaurant in Your Neighborhood
• Restaurant Marketing for Owners and Managers
• The Food Service Professionals Guide to: Increasing Restaurant Sales
• The Food Service Professional Guide to Restaurant Promotion & Publicity: For Just a Few Dollars a Day
• Restaurant Biz Is Showbiz!: Why Marketing Is the Key to Your Success
• Restaurant Newsletters That Pay Off
• Grassroots Marketing For The Restaurant Industry
• Marketing Plan for a Fast-casual Restaurant (Fill-in-the-Blank Marketing Plans, Volume 1 – Fast-casual Restaurant)
• 1000 Restaurant, Bar, and Cafe Graphics: From Signage to Logos and Everything In Between
• Bar and Restaurant Logos
• Logos of American Restaurants
• Creative Restaurant Graphics 1: Excellence in Contemporary Design

Subscribe to our RSS feed!