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Convenience Commerce

Super Bowl food deliveries were up 41 percent from previous Sunday

by Jaimee Minney - May 16, 2019

Image credit: Unsplash

Super Bowl Sunday wasn't all chips and guacamole--consumers across the country were ordering from food delivery services, like UberEats and GrubHub, with orders up 41 percent on Super Bowl Sunday from the previous Sunday, and up 53 percent from last year's Big Game. 

But consumers did not make party-sized orders. On average, consumers spent $33.26 per food order on Super Bowl Sunday, just a dollar more than an average Sunday. When we analyzed online grocery and online food orders on arguably the biggest junk food day of the year, order patterns looked like any given Sunday.

Food orders peak at kick-off . . . all year round

Online food orders peaked at 3:00 p.m. Pacific time across the country as the Super Bowl started-and as the dinner hour began in most of the rest of the country. This pattern is identical to volumes we see on an average Sunday, with orders declining precipitously thereafter.

Food deliveries peak at kick-off time

Ordering surges at 3 p.m. PST, which is the dinner hour on the East Coast

UberEats was food delivery champ on the Big Day

UberEats was the big winner, scoring 27.3 percent of food delivery orders on Super Bowl Sunday, up from 16.6 percent of sales the previous SuperBowl. Seamless and GrubHub each carried 17 percent of sales, followed by Doordash, at 13.8 percent. While DoorDash gained share—it had 8 percent of sales last year—both Seamless and GrubHub lost share, losing 6.9 and 3.7 percentage points, respectively. 

Online grocery orders up 5 percent Super Bowl Weekend

Online grocery spending was up 5 percent Super Bowl weekend, with the average person spending $104.46 per order, versus $94.45 on an average weekend (Friday, Saturday, and Sunday). Instacart was the MVP, ringing up 20.4 percent of all sales, followed closely by Walmart to Go, with 20.1 percent, and Kroger, with 16.3 percent.

About the data

With a panel of over 5.5 million online shoppers, Slice Intelligence gives the most detailed, and accurate digital commerce data available, and is reported daily.

Slice Intelligence is the only service to measure digital commerce directly from the consumer, across all retailers, at the item level, and over time. Our retailer-independent methodology precisely measures commerce as it happens. By extracting detailed information from hundreds of millions of aggregated and anonymized e-receipts, Slice can map the entire Purchase Graph, connecting each and every consumer to all their purchases.

Slice gets its data from e-receipts – not a browser, app or software installed by the end-user – so its measurement reflects comprehensive shopping behavior across multiple devices, over time, which are key in an increasingly omnichannel retail world. Slice Intelligence is the exclusive e-commerce data provider for NPD’s Checkout Tracking e-commerce service.