Why It Pays to Have a Little Fun This Sports Season

For restaurant operators, the sports season is more than just another moment on the calendar, it's a chance to drive traffic, increase group ordering, and boost check averages. When we gather with friends and family to watch a game, we gather around shareable snacks, appetizers, and sides that keep customers engaged from the kickoff to that final whistle.

But when it comes to these game day options, consumers are ready for something new. In fact, over half of customers prefer to try something new when choosing an appetizer or side.¹

While new entrées often grab the spotlight, consumers are increasingly experimenting more in menu categories like starters, apps, and side dishes.

That's why fun, novelty items are such a powerful opportunity for operators right now. A unique new option can stand out in a crowded market, generate social media buzz, and give guests something memorable to share. Even better, they offer a value proposition that doesn't rely on excessive discounts, with the most exciting options even commanding a premium price.

Those advantages are even more impactful heading into a new sports season. Game days naturally bring people together, where bold options and limited-time offers (LTOs) tap into the excitement customers are already feeling.

So how can you turn a fun novelty appetizer or side into a winning strategy this sports season? The data offers some clear direction.

The growing importance of LTOs

When it comes to adding a little excitement to the menu, LTOs are not only a tried-and-true menu strategy, but they are only getting more popular.

Industry research firm Technomic has noted that restaurants were projected to launch more than 39,000 LTOs in 2025, nearly double the number introduced in 2021.²

That surge reflects growing consumer demand for exciting new options. The percentage of consumers who say that introducing new, exciting products is important when selecting a restaurant has jumped from 62% in 2022 to 68% in 2025.²

Interest in LTOs themselves is also rising quickly:

• 55% of consumers say LTO offerings are important when selecting a restaurant (up from 50% in 2022).²

• 80% of consumers are specifically interested in appetizer and side LTOs.¹

Diners aren't just open to new options, they're clamoring for them. But with tens of thousands of LTOs hitting menus each year, standing out becomes even more essential. You need options that are memorable, visually exciting, and built for occasions that drive traffic, like games and sporting events.

Why novelty items earn their place on the menu

A well-designed and unique new appetizer or side can deliver multiple benefits at once:

• Craveability comes first. Consumers still prioritize flavor and taste above all else. The number of consumers who say having a craveable menu item is key to their restaurant choice rose from 74% in 2022 to 78% in 2025.² Novelty gets the customer in the door and excited, great taste and flavor earn their loyalty.

• Create moments worth sharing. During a busy, exciting game, a fun and visually distinctive appetizer only adds to the shared energy. Customers are passing plates, snapping photos, and sharing their finds on social media. That can turn one order into a marketing opportunity (and make sure you feature them on your own social media, too).

• Versatility adds to the value. Even a highly unique novelty item can show up on your menu in a variety of ways. Consider whether a new option can anchor a shareable app, complement a range of main dishes as a side, or pair with different sauces and toppings to keep the concept fresh over time.

• Seasonality creates urgency. Consumers say the LTOs that win with them combine new and unique flavors with seasonal relevance.¹ Sports seasons provide that exact promotional window, from playoff tournaments to watch parties, they're natural occasions to introduce an LTO that feels timely, exciting, and ready to share.

Premium options command premium prices

Consumers aren't just excited to try new foods, they're increasingly willing to pay more for them.

In fact, 26% of customers say that the last LTO they bought was priced higher than average, a number that has increased 9% from 2022.¹

Millennials are even more likely to pay for a premium LTO, with 31% saying their last LTO carried a higher price point.¹ As this generation increases their purchasing power and dines out with family or groups, winning them over can be a key to your success.

The willingness to spend reflects a shift in how consumers are thinking about value. Today's restaurant experiences have to go above and beyond, delivering novelty, excitement, and a shareable moment.

The viral appetizers dominating social media feeds capture exactly that spirit. When a menu option feels special, limited, and conversation-worthy, you're competing on experience, not just discounts.

Menu ideas built for game day

These insights point to a clear opportunity: introduce fun, shareable, novel menu items that bring the energy to the table during traffic-driving sports occasions.

Potatoes are a natural place to start. They consistently rank among the most craveable menu items, which is why preformed potato formats like tots, gems, and specialty shapes are projected to grow another 19% on menus over the next 4 years.³

At the same time, sports-themed promotions remain one of the most reliable ways to capture guest attention during game-day gatherings and group dining occasions. Plus, they work year-round for a wide range of sports and are fun for any age group.

Simplot is always looking for opportunities to meet customer needs and wants. When we saw the data showcasing that they were looking for fun, craveable, novel appetizers, sides, and snacks, our culinary team went to work.

We knew potato options were always a consumer winner in craveability. That’s why the research shows a 19% projected 4-year growth for preformed potato options like gems, tots, and other forms.³

We also knew that game day and sports-themed promotions are always in demand, resonating with customers who are looking for an exciting menu item that matches the excitement of the big game. Plus, they work year-round for a wide range of sports and are fun for any age group.

Enter Simplot® Traditional™ Potatoes Soccer Goalz™, a new, never-before-seen option that will make your menu stand out during the sports season.

Shaped like miniature soccer balls, Simplot® Traditional™ Potatoes Soccer Goalz™ instantly engage your customer and add a playful element to the plate. Their unique shape creates plenty of crispy edges and textured surfaces that hold sauces, toppings, and seasonings, delivering craveable flavor and visual impact in every bite.

With soccer fandom increasing in the U.S., you have an ideal opportunity to tap into that excitement with menu items that feel fun, timely, and ready to share.

Looking for inspiration? Try these menu ideas:

Meal Deal Mac ‘n Cheese: Appetizer combos are a shareable appetizer option that are perfect for game day deals. Simplot Traditional™ Potatoes Soccer Goalz™ combine with a flavor-packed elote-inspired mac ‘n cheese, crowd-favorite chicken fingers, and snackable sliders for an option packed with variety.
View Recipe »

Hot Chicken Tenders: It’s no secret that menus are getting hotter and hotter, with game day menus showcasing plenty of heat and spice. This flavorful menu option can do double duty as an appetizer, shareable snack, or even an entrée. It features fan favorite chicken tenders coated in a house-made, on-trend Nashville hot seasoning, all served with Simplot Traditional™ Potatoes Soccer Goalz™ and must-have ranch.
View Recipe »

The takeaway

Your customers are clear in what they want: new menu experiences in the categories where they’re most willing to experiment, delivered with craveability, fun, and shareability.

Sports seasons provide a natural opportunity to meet those expectations. When fans gather to watch the big game, the right app or side can do more than satisfy their hunger, it can spark conversation, drive social buzz, and turn an ordinary visit into a memorable experience.

That's a winning play.

¹ LTOs 2025 Keynote Report, Datassential, 2025
² 2025 Midyear State of the Industry Report, Technomic, 2025
³ Menu Trends, Datassential, December, 2025