Feb. 7, 2013
Online ordering system provider ChowNow reported that it experienced a 300-percent jump in pizza orders during Super Bowl Sunday, Feb. 3. The trends were specifically analyzed in five markets — Los Angeles, Madison, Wisc., Chicago, Columbus, Ohio, and New York City.
Ordering trends within each city also emerged through game time ordering, including:
Los Angeles: Chicken is the most popular topping. Less than 10 percent of orders included pork products while a majority included more nontraditional toppings such as sun dried tomatoes, avocado and salad. Average order: $36.92.
Madison, Wisc.: Pepperoni is the favorite topping. More than half of all pizza orders included either pepperoni alone or alongside sausage. Average order: $30.40
Chicago: Perhaps surprisingly, the home of deep-dish pizza generated numerous orders of thin crust cheese and margarita pizzas during the Super Bowl, at nearly 25 percent of all orders. Chicagoans were also big with the side salad order, with 20 percent of orders including one or more. Calzone orders saw a big surge during the game as well, at 18 percent. Average order: $36.16.
Columbus, Ohio: Chicken wings were ordered alongside pizza 38 percent of the time. Additionally, Ohioans went big on dessert this year with 18 percent of orders including either a slice or a whole cheesecake. Average order: $32.93.
New York City: Orders this year included ingredients such as basil, raw tomatoes and fresh mozzarella. Individual pie orders were more popular in New York than anywhere else with 33 percent of orders comprising two or more individual pizzas. New York was also the only city to have a significant number of orders (10 percent) include bottled water. Average order: $32.04.
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