PEORIA, Ill.—Food and alcohol sales are scoring big as people prepared for the big game.
Nothing says game day like pizza and beer but for the Papa Murphy's in East Peoria, simply selling the pizza is enough to get sales flying through the roof.
Papa Murphy Store Owner Scott Arp says game days like this can sometimes double, triple, and even quadruple sales.
"We'll be up probably about 325 percent and over the weekend closer to about 400," said Arp.
If you're wondering how that percentage gets translated into pizza, Arp says they expect to sell about 400 pizzas just on Sunday and that takes a lot of preparation.
Arp said, "This starts [Saturday] morning getting the dough ready getting the cheese shredded, chopping vegetables so there is a lot of prep work involved so it's good to know these things are coming, but you really have to be prepped for them."
Which is the same game plan Kroger Store Manager Michelle Donaho is running.
"We know what we sell on this type of holiday and we definitely stock up on it," said Donaho.
Donaho says the Kroger off Sheridan has been this busy since Friday, comparing sales to Christmas time.
"Tends to be on this kind of weekend people are buying things and they are having parties at home," she said. "They are not going out but they are having friends coming over and they are looking for those kind of things to satisfy their family and friends."
The New Twist in East Peoria was also experiencing a nice flow of customers.
Cashier Joanne Sutton says sales are up quite a lot more than a typical Sunday.
"It's like a holiday you know it's a big drinking party. They're just coming in one after another looking around, getting there stuff and going to watch the game," said Sutton.
Even if their team isn't playing, Allen Rogers from East Peoria says he's rooting for the 49ers because of Coach Jim Harbaugh.
Rogers said, "I'm a big Chicago Bears fan and he used to be our quarterback years and years ago. Of course I wish the Bears were there, but at least part of them is."
Whatever reason to watch, it's clear the Super Bowl is still means big business in Central Illinois.