Superbowl extra standard with Brits than ever as halftime present proves hit
A fresh survey of 2,000 UK adults forecasts record-smashing viewing figures this year, fuelled by Britain’s increasing fascination with the razzle-dazzle of American culture
The big game is more popular than ever(Image: Chris Graythen, Getty Images)
As the globe gears up for one of the year’s most colossal sporting spectacles, Popeyes UK has disclosed that a third (30%) of Brits are planning to catch the Big Game.
A fresh survey of 2,000 UK adults forecasts record-smashing viewing figures this year, fuelled by Britain’s increasing fascination with the razzle-dazzle of American culture (41%), and naturally, last year’s jaw-dropping halftime performance from Kendrick Lamar (28%).
The study revealed that nearly one in six Brits are plotting to pull an all-nighter for the match, with more than half (54%) even taking Monday off work to recover from their sleepless evening.
But it’s not purely about the athletics. Whilst 51% confess they’re tuning in for the actual game, a third (31%) acknowledge the halftime entertainment is equally crucial – with many (53%) exploiting the interval to top up with a midnight banquet.
Step forward Popeyes; arriving bang on time for the opening whistle. The New Orleans poultry brand is unveiling its brand-new Kickback Collection, built around its distinctive smoky, zesty and pickle-infused Kickback Dip, which has already shifted a staggering 19.37 MILLION millilitres since launching in November (that’s equivalent to an entire swimming pool of sauce!).
Headlining the range is the Kickback Sandwich – boasting Popeyes legendary 100% fresh Shatter Crunchin’ chicken paired with a slice of smoked cheese, crisp pickles and the signature Kickback sauce, all tucked into a fluffy brioche bun. For those with a linebacker’s appetite, the Kickback Box Meal arrives, featuring the Kickback Sandwich alongside a choice of two Tenders, three Hot Wings, or four Boneless pieces, accompanied by regular Fries, a drink and an additional Kickback Dip for ultimate smoky and tangy pleasure.
Popeyes is also introducing the Kickback Superstack, elevating things to another level. Savour the soft brioche bun packed with 100% fresh Shatter Crunchin’ chicken, the beloved Hash Brown layered on top, complete with a slice of smoked cheese, fresh pickles and the signature Kickback sauce – it’s bursting with that New Orleans spirit guaranteed to create devoted followers.
But that’s not everything, as Popeyes is also delivering something for wrap enthusiasts, with the Kickback Wrap. The brand’s signature wrap showcases two Shatter Crunchin’ Chicken Tenders glazed with the Kickback sauce plus lettuce and fresh tomato, all wrapped in a soft toasted tortilla – it’s a lunchtime (or halftime) delight that will keep fans returning for more.
After 65% confessed they battled to secure a delivery late for last year’s match, Popeyes® is delivering that New Orleans-style energy boost to regions where the most UK supporters will be burning the midnight oil for the spectacle.
The brand is extending its delivery hours even later nationwide on Sunday, ensuring all the flavour and fried chicken reaches areas packed with the most American Football enthusiasts – with Edinburgh (17%), London (15%), Glasgow (14%) and Leicester (14%) leading the charge.
The New Orleans-born chain is making it simpler than ever for Brits to grab that late-night feast to share with mates and family.
With selected outlets remaining open for deliveries until as late as 4AM, the halftime entertainment just became considerably more delicious.
David Hoskins, Head of Food at Popeyes UK, commented: “The second Sunday of February is a huge TV moment worldwide, and with our roots in the USA, we thought it was only right that we brought an extra bit of New Orleans energy to our customers. Big American sporting occasions often feel like full-scale events, not just games, which helps draw in people who might not usually consider themselves sports fans. That sense of occasion, paired with music, food and shared moments, can make live sport more accessible and enjoyable for everyone
“After seeing such a huge reception to the introduction of our signature sauce, we wanted to make a bigger Kickback moment and hopefully attract new fans to this unique flavour. Inspired by the way our customers have already been using the Kickback Dip on their orders, this new range has been created to bring that Kickback flavour however our customers want to enjoy it. With a whole host of ways to mix and match it up and share with friends, our new Kickback menu is the perfect feast for game night.”
The Kickback Collection will be available nationwide from Tuesday 3rd February. Fans can get their hands on the range at all Popeyes® restaurants, drive–thrus, and via delivery and the Popeyes® UK app.
For the latest breaking news and stories from across the globe from the Daily Star, sign up for our newsletters.
