For venues I've advised, the Super Bowl plan that's worked best is "lock in pre-orders, then fill in with walk-ins".
The offer that's moved same-day sales most is a simple "Game Day Pack" bundle, not a long menu. One price, feeds a set number of people, very few choices (for example: wings, 1-2 pizza options, 1 side, drinks). It cuts decision time and lets the kitchen batch everything.
The key lever has been a hard pre-order cutoff around 12pm local time on game day. The message is blunt: "Order by 12pm to lock in your pick-up time and avoid the wait." That deadline gives people a reason to act now, but still feels late enough for most groups to organise.
In the last 48 hours, SMS to the existing customer list has been the workhorse. Short text, one clear link to a bare-bones order page, and then a single reminder a few hours before the cutoff. Email and social still run, but SMS is what tends to spike orders because people are already out, on their phones, planning where to watch.
On staffing, the most useful change has been splitting the team for the 3-4 hours before kickoff: one crew only handles pre-order production; a separate crew handles pick-ups, phones and walk-ins. When I've seen venues mix those roles, they get bottlenecks, missed orders and poor reviews later.
Where venues went from "no set Super Bowl offer" to this bundle + SMS push + midday cutoff + split roles, I've seen same-day revenue land roughly 20-40% higher than the previous year. The jump hasn't come from more seats, just higher average order value and faster throughput.
