February 2 — Super Bowl Sunday — will be a boisterously busy period for sports-oriented bar-and-grill concepts but could make for a quiet evening for most other restaurants, from quick-service to fine dining.

Whether they expect a full house or an empty dining room, operators are increasingly cashing in on the estimated 45 million home parties where fans will see the Kansas City Chiefs face the San Francisco 49ers. Most party orders are for traditional items such as pizza, wings, sandwiches and burgers. But restaurants with more exotic menus — from Middle Eastern to sushi — have opportunities to capture business from sophisticated hosts seeking something different.

Some companies promoting Super Bowl delivery deals this year:

  • Charlie Brown’s Fresh Grill is throwing in $10 in Charlie’s Cash to those who order Super Bowl party platters by Friday, January 31, for pickup or DoorDash delivery on the big day.
  • Dickey’s Barbecue Pit is publicizing its app and website by offering free delivery for orders placed via either method through Saturday. The chain also has a $5 off deal on pickup or delivery orders of party packs for four, six or eight.
  • McAlister’s Deli is knocking $15 off on $100 orders for pickup or delivery on February 2 only; customers using the promo code could also win a $250 gift card.

For takeout and delivery on Super Bowl Sunday, you’ll need an order and fulfillment process that functions like clockwork. Key issues to consider:

  • Labor. Staffing a restaurant is especially hard when your workers’ friends are partying, so you may want to offer bonus pay, future time off or another perk for order-takers, kitchen staff and delivery drivers. A radio tuned to the game will help staff feel like part of the action. If you expect a slow night in the dining room, consider closing for the evening to concentrate on takeout and delivery.
  • Prep. In the days before the game, take inventory to make sure you have enough of the right food ingredients and delivery packaging. Have staff complete all possible prep.
  • Technology. Do a run-through—are your phones and your ordering app working properly and able to handle a supersize load?
  • Publicity. Broadcast your Super Bowl food offers or deals via your website, app, Facebook page and Twitter. Table tents or coupons on the counter could turn in-store customers into Super Bowl delivery customers.

Second Chance: ‘Super Sick Monday’

The big blast on Sunday will have a predictable result on Monday: 14 to 17 million workers calling in sick. These folks laying low at home are a perfect target for delivery promotions.

Last year, BJ’s Restaurant & Brewhouse and DoorDash partnered to offer day-after “recoverees” free delivery plus a free chocolate chunk Pizookie (cookie). This year, the chain is offering $10 off on $40 orders for the entire post-Super Bowl week.

While comfort-food freebies are on the mark for Monday, restaurants might build business even more by offering a Super Sick Monday coupon or deal along with a Super Bowl Sunday catering package, capturing the same consumers on two consecutive days—one of which typically features the lowest receipts of the week.