As the UK prepares for one of the biggest sporting spectacles of the year, a third of Brits (30%) plan to tune in to the Big Game, according to new research from Popeyes UK. The poll of 2,000 adults reveals record-breaking viewership could be on the cards, fuelled by the glamour of American culture (40%) and the unforgettable halftime show from Kendrick Lamar last year (28%).
Fans Staying Up All Night for the Action
The survey shows nearly one in six Brits are planning an all-nighter to catch the game, with over half (54%) even booking Monday off work to make the most of it. While 51% are tuning in primarily for the sport, a significant number (31%) admit the halftime show is just as important – and many (53%) use the break to refuel with a late-night feast.
Enter Popeyes UK, bringing the ultimate game-day fuel with its all-new Kickback Collection, centred around the brand’s smoky, tangy, and pickle-forward Kickback Dip. Since its launch in November, fans have already devoured over 19.37 million millilitres of the sauce – enough to fill a swimming pool!
Introducing the Kickback Sandwich and Box Meal
Leading the new range is the Kickback Sandwich, featuring Popeyes’® iconic 100% fresh Shatter Crunchin’ chicken, smoked cheese, fresh pickles, and the signature Kickback sauce in a soft brioche bun.
For those with a heartier appetite, the Kickback Box Meal offers the sandwich with a choice of two Tenders, three Hot Wings, or four Boneless pieces, plus regular fries, a drink, and an extra Kickback Dip – perfect for late-night snacking during the halftime show.
Take It Up a Notch with the Kickback Superstack
Fans craving something next-level can try the Kickback Superstack, which stacks 100% fresh Shatter Crunchin’ chicken, a fan-favourite hash brown, smoked cheese, pickles, and Kickback sauce in a soft brioche bun – a true taste of New Orleans energy.
Wrap It Up with the Kickback Wrap
Popeyes is also catering to wrap lovers with the Kickback Wrap. Featuring two Shatter Crunchin’ Chicken Tenders, lettuce, tomato, and Kickback sauce in a toasted tortilla, it’s a perfect lunchtime or halftime treat.
Late-Night Delivery Across the UK
After 65% of fans admitted struggling to get delivery last year, Popeyes is keeping deliveries running late for areas with the most fans, including Edinburgh (17%), London (15%), Glasgow (14%), and Leicester (14%). Select restaurants will stay open for delivery until 4AM, ensuring fans don’t miss out on New Orleans-inspired flavour during the Big Game.
David Hoskins, Head of Food at Popeyes UK, said:
“Big American sporting occasions often feel like full-scale events, and pairing that sense of occasion with music, food, and shared moments makes live sport more enjoyable for everyone. With our new Kickback range, we wanted to create a bigger moment for our signature sauce and give fans multiple ways to enjoy it with friends.”
Available Nationwide
The Kickback Collection launches nationwide from Tuesday 3rd February, available at all Popeyes UK restaurants, drive-thrus, and via delivery. Fans can also order through the Popeyes UK app, available on iOS and Android.
Get ready for a Big Game night fuelled with bold flavours, iconic chicken, and that unmistakable New Orleans energy.
