LA CROSSE, Wisconsin (WXOW) – What is a Super Bowl game without chips and dip, chicken wings and maybe even a pizza?
The average game-watcher is expected to spend almost $64 on Super Bowl merchandise and food, according to the National Retail Federation.
That means when the biggest football game of the year is on TV, it's also game day for area restaurants.
Buffalo Wild Wings expects to serve up tens of thousands of wings Super Bowl Sunday.
"It's what Buffalo Wild Wings does best. Wings, beer, sports, and it's the biggest day for all three of those," said Samantha Zastrow, assistant general manager of the Buffalo Wild Wings in Onalaska.
The restaurant had close to 10,000 wings pre-ordered before opening game-day, according to Zastrow. That's why the restaurant ordered about 25,000 more wings than they usually do just for Sunday.
Even before kickoff, delivery drivers are on route.
"We prepare and hope for the best," said Pizza Hut driver Ruth Niedziela.
Pizza Hut expects to make a few hundred pizzas Sunday, said Heather Thompson, general manager of the Pizza Hut on Rose Street.
By mid-afternoon, dozens of people had already called in to pre-order for game-time deliveries.
"Typically on any given Sunday I have 10 drivers. Tonight I have 16,' Thompson said.
These drivers will travel through La Crosse, Onalaska, Holmen, even Brice Prairie.
And with more cooks in the kitchen, restaurants are making sure staff can handle the heat.
"Make sure they are all full of Red Bull right now, ready to get the wings shaken and out the guests in a timely manner," Zastrow said.
The Super Bowl is the Super Bowl of business days for restaurants serving up pizza or wings.
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