What's known as Super Sunday in the NFL turned into super sales on the South Plains. For every empty glass to every hungry stomach, local merchants were on hand to cater to each and every Super Bowl football fan.
Super Bowl Sunday, to some is all about the game.
"Defense. It's about the defense. I like to see people get hit," says football fan Jeremy Martinez.
To others, it's the competition.
"Money's on the Panthers. The Panthers are buying the wings though."
For some local restaurants, Super Bowl Sunday is big business.
"We're staffing up two extra bartenders and four extra wait staff, and of course our security personal, and we'll have three managers and a full kitchen staff," says Bleachers manager James Gorman,
He also says the fans come to watch the game on their big screens and take advantage of their specials.
"In years past, we've seen an increase in sales year after year."
So much of an increase in fact, that this year, Bleachers took call-in orders for buffalo wings.
"This is something new we started this year and we've gotten several orders already," says Gorman.
The orders started around 4:00 in the afternoon at Dominos and didn't slow down until after half time. Manager in training Brandon Perryman says, "We've taken hundreds of calls. We probably do 200 to 300 pizzas an hour. The biggest orders we have probably was 10 to 12 pizzas so far."
Domino's sees a 25% increase in sales every Super Bowl Sunday, so this year, they've stocked up.
"Our walk-in pantry is completely full. We ordered probably two or three times as much dough as we normally do, extra toppings, and extra everything."
That means from the kitchen to the delivery truck, Domino's was full staffed for the event.
"We have our entire staff here. No one gets off on Super Bowl Sunday."