6 ways operators are scoring with football-themed deals

With football season kicking off this week, restaurant chains are coming up with creative promos to boost both dine-in and off-premise sales. From a “football prenup” for couples to free delivery on Sundays, here’s a look at how brands are capitalizing on football season.

Casual-dining chain Buffalo Wild Wings, which just signed a multiyear agreement with MGM Resorts International to explore sports betting, launched a “football prenup” contract to set up ground rules for relationships during the potentially stressful season. The customizable contract lets fans trade household chores and other obligations in exchange for free time to watch selected football games—all the while promoting the Buffalo Wild Wings brand.

On Mondays, Yard House is offering happy hour “from kickoff to the final play,” with half off select appetizers and pizzas, plus $2 off all draft beer, wine, spirits and cocktails.

Several chains are trying to boost off-premise sales with free delivery offers on Sundays during football season. Applebee’s, which recently launched a partnership with NBC Sports, is offering free delivery every Sunday through football season. Chipotle Mexican Grill, which has seen tremendous growth in off-premise sales, is offering free delivery every Sunday in September.

Select Dunkin’ locations in New England (Massachusetts, Connecticut, Vermont, New Hampshire, Maine, Rhode Island, and Essex and Clinton counties in New York) are celebrating the New England Patriots’ sixth Super Bowl title by offering rewards members six times the loyalty points per dollar spent for Sunday’s home opener. For the rest of the season, rewards members will earn double the points on any size hot or iced coffee.

Mountain Mike’s Pizza, which has nearly 200 units, primarily in San Francisco 49ers territory, is offering 49% off any large one-topping pizza at participating locations when the 49ers score, valid for home or away games.

Casual-dining chain Bartaco is putting together tailgating party packs to expand its catering program. Customers can choose a variety of proteins to create a do-it-yourself taco bar for football fans.