The Secret Sauce

Issue 04-13-15   |   Reviewer:   Douglas L. Wilson, MBA
Disciplines:


Abstract

Buffalo Wild Wings' “Wings Beer Sports” motto has been a recipe for victory in the restaurant industry. The Minneapolis-based chain has grown from about 300 U.S. locations to more than 1,000 in the past decade. The casual-dining industry grew 2 percent last year while sales at Buffalo Wild Wings’ company-owned and franchised stores grew about 6 percent. Buffalo Wild Wings plans to add another 90 stores in 2015. In addition, the company has more than 20 outlets in Canada, Mexico, and the Philippines, and plans to expand abroad.

With the hope of continuing this growth, the franchise is investing in “stadia”-style restaurants with open areas, high ceilings, additional natural light, and multiple televisions visible from any seat. The experience offers trivia games and wing-eating contests for adults, video games on tablets for kids and, regardless of if you're inside the restaurant, an app for fantasy football and other games now with more than 200,000 registered users.





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