More fans turned to small screens to fill their big appetites on Super Bowl Sunday, Pizza Hut says.

Pizza Hut announced yesterday that it set a single-day digital sales record this past Sunday, amassing nearly $12 million in online sales compared to the previous record of $10 million.

More than 60% of digital orders stemmed from mobile devices, and mobile accounted for more than a third of total sales on the day of the NFL Championship game, Pizza Hut says.

More consumers are taking to mobile ordering for pizza—and they are going beyond their smartphones. Domino’s Pizza, for example, launched food delivery through Amazon’s voice-activated speaker, Echo, just before Super Bowl 50.

Amazon’s Echo is a voice-activated speaker that plays music, answers questions and controls other hardware. In order to place an order, customers must enable the Domino’s “skill”—a new command capability developed for the Echo and added to on an ongoing basis by a community of developers—within the Amazon Alexa app by linking their Amazon Alexa account to their Domino’s Pizza Profile. A skill is a term for a new ability programmed for the Echo. To track their order, Domino’s customers enter the phone number associated with the order and Alexa will provide its current status.

Domino’s Anyware program allows consumers to order a pie or other items via text, tweet, smart TV, car, smart watch and voice. For example, a hungry consumer can tweet @Domino’s the pizza emoji or the hashtag #EasyOrder to place an order he has saved in his Domino’s account.

Indeed retailers and brands need to be prepared for the urgency of mobile shoppers during big sporting events. Fans out and about and high on the adrenaline of an important game tend to take to their smartphones for purchases such as food or fan gear.

“We see huge mobile surges anytime something big happens in sports,” David Katz, senior vice president of product at sports apparel and gear retailer Fanatics told Mobile Strategies 360 in 2015 after the U.S. Women’s World Cup. “We actually saw mobile sales spiking six minutes into the game after the U.S. Women’s team scored their second goal.”

In the hour after the U.S. Women’s Soccer team won, 65% of online sales at Fanatics came from smartphones and tablets and 50% of total web sales stemmed from smartphones alone. Mobile also accounted for 80% of traffic in that hour and 63% of traffic came from smartphones.

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