Square Super Bowl LV Data Insights

Feb 11, 2026

In San Francisco, F&B spending jumped 26.3% week over week and was 49.7% higher than last year’s Super Bowl Sunday.

  • Bars and nightlife surged, reflecting concentrated Super Bowl–driven nightlife activity:
    • Bar spend more than doubled WoW (+102.3%) and was up 126.1% YoY.
    • Clubs and lounges exploded, with spend up 1,619% WoW and 1,074.7% YoY.
  • Pizza and casual dining performed strongly:
  • Pizzeria spend was up 68.6% WoW and 52.5% YoY
  • Casual dining was up 19.7% WoW and 44% YoY

In San Jose, F&B spending increased 54.5% week over week and 88.3% compared to the last Super Bowl Sunday.

  • Event-driven categories dominated, pointing to private parties and large gatherings.
    • Caterer spend spiked dramatically at 13,334.3% WoW and 21,998.0% YoY
  • Bars, clubs, and pizzerias all posted strong gains, reinforcing San Jose’s role as a major watch-party hub:
    • Bar spend was up 64.8% WoW and 82.3% YoY
    • Pizzeria spend was up 83.3% WoW and 117.1% YoY
    • Club spend was up 719.8% WoW and 989.5% YoY
  • Food trucks also benefited, suggesting elevated foot traffic and group-oriented consumption.
    • Food truck spend was up 54.3% WoW and 85.3% YoY

Santa Clara, despite hosting the game, was comparatively flat, down 8.4% week over week and up 5.7% year over year.

  • Most sectors declined week over week, despite hosting the game, led by food trucks (-50.0% WoW) and specialty drink shops (-30.9% WoW).
  • Breweries were a notable exception, with spend up 2.8% WoW and 61% YoY, indicating targeted but limited Super Bowl uplift.

In Oakland, F&B spending was down 3% WoW but up 11.4% YoY compared to the last Super Bowl

  • Oakland saw steady Super Bowl–related activity, with catering and group-oriented dining leading gains, signaling neighborhood watch parties rather than large-scale nightlife spikes.
    • Caterer spend jumped 86.5% WoW and 41.9% YoY, pointing to private gatherings and hosted events.
    • Pizzerias saw a lift, with spend up 12.4% WoW and 17.2% YoY, reinforcing at-home and small-group viewing.
    • Bars posted modest but positive year-over-year growth, with spend up 16.9% YoY.