"You have no idea, it is an every Sunday thing for us," one fan said at Grub's Restaurant in Fayetteville.
Even first time Super Bowl watchers know it's a big deal.
"I don't know how to watch football but it's interesting that everyone is craving football."
In Northwest Arkansas, fans are rooting from both sides of the field.
"When the Raiders left Northern California I became a 49er fan and it was difficult because the first two years after that, the 49ers went 2 and 14 two years in a row. They sucked."
"I'm going for the Ravens because it's the hotter Harbaugh brother, and he's smokin'."
But many aren't watching the Super Bowl for the game.
"I'm looking forward to the commercials."
But it's the total package that makes Sunday night, well, super.
"Fun, food, football and friends."