ATLANTA – Super Bowl Sunday is a big day for sales of chicken wings, but Buffalo Wild Wings will offer free wings if the game goes into overtime.
Buffalo Wild Wings ads have depicted the brand’s ability to influence the outcome of games by sending them into overtime with a press of the “overtime button.” The company believes the odds are in its favor: For the first time in National Football League history, two postseason games went into overtime on the same day, and the NFL logged 15 overtime games this season. So, if Superbowl LVIII goes into overtime, “everyone in America will win a free snack-sized wings” on Feb. 18 from 4 p.m. to 7 p.m. local time.
“We know fans get a thrill out of having something riding on the outcome of the game and given the number of overtime games we’ve seen all season, we wanted to up the ante for everyone,” said Seth Freeman, chief marketing officer at Buffalo Wild Wings. “Even if you don’t have a dog in the fight, we all have a common rooting interest in extending the game because that means more football, and now, free wings!”
Superbowl Sunday is the busiest day of the year for both dine-in and take-out business, the company said. Beer sales are 25 percent higher compared to “a typical Sunday,” while restaurants see a 30 percent to 40 percent increase in traffic compared to “the average football Sunday.”
On game day, consumers are expected to eat an estimated 1.38 billion lbs. of chicken wings, a 2 percent increase over 2018 consumption, according to the National Chicken Council. Last year, Buffalo Wild Wings sold more than 14 million traditional and boneless wings, with Honey BBQ being the most popular sauce. Ingredient orders are higher at Buffalo Wild Wings restaurants — 47 percent more sauce, 37 percent more traditional wings and 20 percent more boneless wings.