February 1, 2013

Super Bowl Sunday: Who Will Win the Lombardi Trophy for Online Pizza Sales?

Adam Lella
Senior Marketing Insights Analyst
As football fans around the country gear up for the Super Bowl this weekend, pizza brands are simultaneously preparing for a big weekend. The top three pizza sites in terms of dollars spent in the U.S. are Domino’s, Papa John’s, and Pizza Hut. The three sites saw a lift of 23 percent in dollars over a typical February Sunday on Super Bowl Sunday last year. Pizza Hut enjoyed the largest lift of online sales on the big day, bringing in 34 percent more dollars than an average Sunday.

This year, the Baltimore Ravens and the San Francisco 49ers will face off on the field. Off the field, Domino's, Papa John's, and Pizza Hut will battle as well. In Q4 2012, both teams’ fans visited PizzaHut.com more than other competitors – could this lead to an even bigger lift for Pizza Hut on Super Bowl Sunday 2013?

* For this report fans have been defined as individuals who visited a team’s official site at least twice in one week in December 2012.