NFL at the MCG: get your venue ahead of the game

The 10.35am Australian Eastern Standard Time kick-off provides opportunities and challenges for local venues. While pubs and sports bars often host football fans for afternoon and evening matches, a mid-morning start means a slightly different approach to meeting the needs of customers.

For Melbourne venues, it’s worth noting that a quarter of the people who have sought game-day tickets live in the US. Government agency Visit Victoria is reporting hotel bookings are at four times the level of a typical September, while flight searches from America to Melbourne are up 150%.

The influx of tourists before and after the game means venues that embrace this significant event should attract extra foot traffic. For venues outside Melbourne, it is hoped US travellers use their time in Australia to visit additional cities and states.

With so many fans unable to secure tickets to the game, venues have the chance to pick up the slack and offer watch party-style events that capture all the atmosphere of the big game.

By any measure, this is a great opportunity to cash in and the time to start planning is now!

The ABC of A/V: Before checking out your menu, sports fans will check out your venue’s audio-visual set up. Multiple screens and match commentary that is loud enough to be heard are essential for most fans, and seating configurations should suit those who wish to sit and those who’d prefer to stand while watching the game.

Deck out your diner: Consider dressing your staff in team colours or referee clothes, and decorate your venue with balloons, bunting, tablecloths and napkins that represent the competing teams. Run a tipping or score prediction contest or sell squares—a popular American football grid game where squares containing a score are sold or given away and entitle winners to a gift card or menu prize.

Keep the fun flowing: Hire a free-to-play classic tabletop arcade game, pinball machine, air hockey table or basketball machine to maintain the atmosphere during breaks in play. Consider installing a photo booth and simple games like darts and Hookey—popular additions in American venues on game day.

It goes without saying that food and drink are vital to capturing the mood of the match and it’s here that the big rewards lie.

Get a breakfast boost—Your venue might take the chance to open early for a pre-game breakfast. If your pub or bar isn’t set up to offer brekkie, consider partnering with a food truck or local café for a coffee and cooked breakfast collaboration.

Footy food, American-style—During the game, handheld snacks are the cornerstones of American bar food and tailgate parties, with the likes of buffalo wings, sliders, nachos and loaded chips being ever-popular options. The bonus? Being snackable, these dishes perfectly suit the early game time. Consider naming menu items along football lines—anyone for a bootleg burger, touchdown taco or hand-off hot dog? With the game concluding around lunchtime, also think about two or three more substantial sit-down dishes for fans who are making a day of it, such as pizza, steak and ribs.

Think about drinks—Stocking up on American beer is a must but consider the needs of non-drinkers and light drinkers as well—after all, the game is on a Friday morning! A post-game happy hour can be just the ticket to keep the fans lingering for longer.

Package it up—A pre-booked package that includes breakfast, in-game snacks, lunch and drinks could be a real money spinner, do a great job of giving fans a day to remember and make the day easier for your venue to plan.

Spiced Green Goddess Chicken Burger

Grilled chicken paired with a bold Thai-inspired sauce for a winning international flavour profile.

Croissant Burger

A brunch-style beef and bacon burger served in a croissant with hollandaise and maple syrup.

Gourmet Salmon Burger

Salmon patty with samphire, granny smith apple and remoulade is a light and accessible seafood choice.

Chipotle Mac and Cheese Beef Burger

A rich, indulgent option featuring mac ‘n’ cheese on a beef patty that can be your game-day “hero” burger.

Waffle Breakfast Burger

The burger meets the eggs Benny in a visually arresting stack that swaps the classic bun for a breakfast-themed waffle.

Char Grilled Vegetable Burger

A flavoursome veggie and flexitarian option with eggplant, capsicum, halloumi and basil-pesto mayo.