10 Feb 2021

Super Bowl LV Helps Brands Create Loyal Super Fans

By: Melissa Canellis

Analytics

While the Super Bowl isn’t officially a “holiday,” it is unofficially one of the largest “food holidays” celebrated in the U.S., nipping at the heels of Thanksgiving. An estimated 186.6 million adults said they planned to tune in to the big game, with 77% claiming their top category for spending would be to purchase food and drinks, according to NFR.

This year brought challenges to the usual traditions of how adults customarily watch the game, such as attending a party or hanging out at a bar. However, even though Super Bowl viewings were different, one thing did not change: people celebrated with an abundance of food and beverages. 

Restaurant brands with Punchh customer loyalty solutions seized the opportunity of this beloved food holiday to provide plenty of delicious options to hungry fans. 

Punchh Online Loyalty Scores Big in Super Bowl LV

The Punchh Platform Delivers Omnichannel Personalization at Scale 

Prior to kickoff, we helped our customers take a data-driven approach to segmentation and the delivery of targeted campaigns that focused on embracing Super Bowl festivities. Over the past year, brands have increasingly pivoted to accommodate customers’ expectations for a contactless, convenient, and safe customer experience. Many brands emphasized these capabilities, highlighting online ordering, curbside pickup and delivery on Super Bowl Sunday. And the data shows that fans rewarded them for those efforts.

Some brands highlighted new menu innovations, while others focused on family bundles designed to satisfy a number of individuals. Brands from many food categories enjoyed significant growth over last year’s sales. As expected, pizza held onto its number one spot to remain the fan favorite. Take a look at some of the top snacks customers purchased during Super Bowl LV.

In an effort to engage customers around through new operations and products, brands relied on the AI-powered Punchh loyalty, offers, and engagement platform to maximize their omnichannel marketing reach. Restaurants engaged users through email, push notifications and text, collectively increasing offer redemptions by 45%. No matter who you rooted for in the big game, Super Bowl LV gave everyone something to celebrate this year. 

For a closer look at how Punchh empowers marketers, read more about our loyalty, offers, and engagement platform