Good thing, wings cost less and beer's flat: Super Bowl fans are expected to splurge (2024)

Chicken wing prices have fallen for the second year in a row, in a windfall for Super Bowl snackers. Beef prices, however, are still climbing. Justin Sullivan/Getty Images hide caption

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Justin Sullivan/Getty Images

Good thing, wings cost less and beer's flat: Super Bowl fans are expected to splurge (2)

Chicken wing prices have fallen for the second year in a row, in a windfall for Super Bowl snackers. Beef prices, however, are still climbing.

Justin Sullivan/Getty Images

More than 100 million people in the United States are expected to watch the Super Bowl this weekend. Some will tune in for the football, others for the half-time show or the commercials, and some just to see Taylor Swift.

But there's one thing most people will do: Eat.

Some restaurants have been preparing for this moment for months.

"We would talk to our meat vendor over the summer and ask them to freeze pallets of wings or at least pre-purchase for us at a certain, agreed-up on price," says Marc Schechter, owner of Square Pie Guys pizza in San Francisco — home of the 49s who face off against the Kansas City Chiefs on Sunday. "We were trying very early on to lock in a lower price."

Schechter expects to go through a whole lot of wings this weekend, along with a couple thousand pounds of mozzarella cheese for his deep-dish pizzas. He and his team began battering wings on Thursday, days before the big game.

That planning will help, as fans are expected to splurge. Whether ordering out for pizza and wings or cooking up nachos at home, the average Super Bowl fan is expected to spend about $43 on food and drinks this Sunday, according to the market research firm Circana. That's 23% more than last year.

"It's a celebration," says Circana vice president Joan Driggs. "You're going to do what you want to do. Maybe it's your tradition. Maybe you're adding a little something to the mix to spice it up. But people are going to go all in."

It helps that wages are now outpacing inflation and food prices have moderated over the last year. Wings, in particular, are plentiful this season and prices have fallen for the second year in a row. Research from Wells Fargo shows fresh chicken wing prices have dropped about 5% from last year while the price of frozen wings has fallen about 11%.

Kansas City restaurant expects brisk business for its hickory-smoked ribs and brisket

Beef prices, on the other hand, continue to climb, as cattle ranchers slowly rebuild their herds after years of drought. That means Chiefs fans may have to pay more for a Kansas City strip steak or barbecued ribs.

Nevertheless, Gates Bar-B-Q in Kansas City expects to do a brisk take-out business this weekend.

"'There's so many people that are coming in from out of town for friends and family," says Arzelia Gates, whose grandfather started the barbecue business almost 80 years ago. "We are very much a part of that."

Gates says even with elevated beef prices, customers are hungry for the restaurant's hickory-smoked ribs and brisket.

"We use three stages so it gives you the tenderness of the meat," she says. "And then we get that smoky flavor throughout."

Although grocery prices are still high, they haven't increased much in the past year — just 1.3% overall. And some foods, like shrimp, have actually gotten cheaper.

"Some people are going to get lucky this year," says Michael Swanson, a food economist at Wells Fargo. "The people that love shrimp are lucky and the guys who have to have that burger are going to pay a little bit more."

Grocery prices have risen just 1.3% over the last year, while wages have jumped more than three times as fast. The price of avocados — key to Super Bowl guacamole — has risen less than 1%. Justin Sullivan/Getty Images hide caption

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Justin Sullivan/Getty Images

Good thing, wings cost less and beer's flat: Super Bowl fans are expected to splurge (4)

Grocery prices have risen just 1.3% over the last year, while wages have jumped more than three times as fast. The price of avocados — key to Super Bowl guacamole — has risen less than 1%.

Justin Sullivan/Getty Images

Beer and guacamole are ok, but chips and dip are more expensive

Guacamole and beer prices are essentially flat — rising less than 1% over the last year. (This is one case where "flat" in connection with beer is a good thing.) But prices are still climbing for other Super Bowl staples such as chips and dip and especially soft drinks.

Soda pop prices have risen sharply since the beginning of the pandemic, which is partly the result of costly aluminum cans.

Super Bowl hosts "might want to think about those 2-liter bottles with some ice and some cups," Swanson says. "They really save you a lot of money."

While savvy shoppers may try to save on some items, Swanson expects a lot of people to spend freely this Super Bowl. They've got money in their pockets, since wages have risen faster than food prices this past year. And there are 2.9 million more jobs now than there were a year ago.

"For all the issues that we have — and they're real issues — people have to appreciate the fact that it's going to be a blowout Super Bowl," Swanson says. "Most people, when they have a job they're going to spend money."

Restaurant owners Schechter and Gates say it's a super opportunity to eat, drink and celebrate, no matter which team you're rooting for.

"Go 'Niners," Schechter says.

And Gates chimes in, "Go Chiefs."

Good thing, wings cost less and beer's flat: Super Bowl fans are expected to splurge (2024)

FAQs

How many wings were consumed during the Super Bowl? ›

According to the National Chicken Council's (NCC) 2024 Wing Report, Americans will consume over a billion wings when the Chiefs and 49ers kick off in Las Vegas. 1.45 billion, to be exact. Tom Super, a spokesman for the NCC, said football and wings go hand-in-hand.

How many beers are consumed on Super Bowl Sunday? ›

Finally, Americans drink a lot of alcohol on Super Bowl Sunday, with 1.23 billion beers consumed according to the latest study, equivalent to 10.8 billion dollars being spent on beer alone across the entire country.

Why are chicken wings popular for Super Bowl? ›

But, in 1964, the Anchor Bar in Buffalo, New York decided to turn the typical soup-stock staple into a spicy finger food to feed a hungry crowd. For a few years after they first served them, wings gained popularity in the bar scene — then came Super Bowl I, turning them into a sporting event tradition.

How much guacamole is consumed on Super Bowl Sunday? ›

Approximately 139.4 million pounds of avocados are purchased to make guacamole or add to their meals for the big game. Guacamole is the dip of choice for Super Bowl get-togethers, with Americans enjoying 8 million pounds. So, add guacamole to your list if you want to offer guests healthy Super Bowl food.

How many wings will be eaten on Super Bowl Sunday 2024? ›

Each year, the National Chicken Council announces how many chicken wings will be consumed during the Super Bowl through its annual Chicken Wing Report. In 2024: 1.45 billion (yes, with a B) wings will be consumed while professional athletes run up and down the field and Swifties enjoy glimpses of Taylor in the stands.

What team has the most Super Bowl wings? ›

The New England Patriots and the Pittsburgh Steelers are both tied for the most Super Bowl wins with six each. The Patriots also have the most Super Bowl appearances in history with 11, having lost the title game five times.

How many chicken wings were sold for the Super Bowl? ›

Americans to Eat 1.45 Billion Chicken Wings for the Big Game.

Why are chicken wings popular? ›

The popularity of chicken wings is attributed to their versatile nature and convenience. The wings can be quickly cooked and enjoyed as a snack, appetizer, side dish, or main dish. They are also relatively inexpensive, making them an affordable and delicious meal option.

When did chicken wings become popular? ›

Growth and popularity

In 1977, the city of Buffalo issued an official proclamation celebrating Anchor Bar co-owner Frank Bellissimo and declared July 29, 1977, to be Chicken Wing Day. Throughout the 1970s and 1980s Buffalo wings gained in popularity as a bar food and appetizer across the United States and Canada.

What is the most eaten food on Super Bowl? ›

Don't Be Chicken

Chicken wings are the food of choice. According to the National Chicken Council — yes, there is a National Chicken Council — Americans consume more than 100 million pounds of chicken wings on Super Bowl Sunday alone. For those playing along at home, that's more than 1.25 BILLION individual wings.

How many burgers are eaten on Super Bowl Sunday? ›

10% OF AMERICANS USE THEIR GRILLS

During the week of the Super Bowl, about 10% of Americans grill food, second to only the 4th of July. It is estimated that 14 billion hamburgers are made, while other options include hot dogs, steak, bratwurst, or grilled vegetables.

Which halftime show has the most viewers? ›

Rihanna. Rihanna performs during Apple Music Super Bowl LVII Halftime Show at State Farm Stadium on Feb. 12, 2023 in Glendale, Arizona. With 121 million viewers, Rihanna's 2023 performance during Super Bowl LVII is the most-watched halftime show in history.

What is the most eaten food during the Super Bowl? ›

Don't Be Chicken

Chicken wings are the food of choice. According to the National Chicken Council — yes, there is a National Chicken Council — Americans consume more than 100 million pounds of chicken wings on Super Bowl Sunday alone.

What is sold the most during the Super Bowl? ›

The top three most popular Super Bowl foods are chips and dip, chicken wings and pizza. It is estimated that 1.45 billion wings will be eaten, 10 million pounds of ribs will be sold the week of Super Bowl and 11.3 million pounds of potato chips will be eaten.

How much pizza is eaten on Super Bowl Sunday? ›

The American Pizza Community (yes, it's a thing) said that over the last few years, about 12.5 million pizzas are ordered, baked, and delivered to football fanatics on Super Bowl Sunday.

What was the most expensive Super Bowl commercial? ›

The most expensive Super Bowl commercial ever was a tie between the Amazon Alexa and Google Assistant commercials during the 2020 Super Bowl. They were both 90 seconds long and cost $16.8 million each. However, Budweiser has purchased the most Super Bowl commercials in total.

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