Buffalo Wild Wings - Buffalo Wild Wings Brand Strategy Review Company History Buffalo Wild Wings began in 1981 when two friends from Buffalo New York

Buffalo Wild Wings - Buffalo Wild Wings Brand Strategy...

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Buffalo Wild Wings: Brand Strategy Review Company History Buffalo Wild Wings began in 1981, when two friends from Buffalo, New York were transplanted to Kent, Ohio and found an opportunity in the restaurant market there. The two men were craving chicken wings, authentic to their hometown in New York, and found that no restaurant offered these Buffalo-style wings. Jim Disbrow and Scott Lowery opened up Buffalo Wild Wings and Weck, to later be known as Buffalo Wild Wings and Bar (buffalowildwings.com). This first location was near Ohio State University, and gained popularity amongst those college students through great wings, a wide variety of beers and multiple TVs featuring sports games at every location. Buffalo Wild Wings expanded throughout the Midwest, consistently locating their restaurants near other college campuses to take advantage of this key target audience. With 35 locations in the first 12 years, the company was expanding rapidly, however eventually faced struggles. Sally Smith, the current CEO, was brought on in 1994 as CFO to streamline many internal departments and ready the company for further expansion. As CEO, she later led the company through a successful initial public offering in 2003. The company continues to see success and has been named by Fortune as one of the “Fastest Growing Companies” for the last 3 years (buffalowildwings.com). Company Mission Statement The company’s website details their mission as “to WOW people every day”. It continues by expanding on a variety of aspects in which they strive for success, including being guest-driven, team-focused, community-connected and dedicated to excellence
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(buffalowildwings.com). These core values are central to the company and are consistent with how marketing and other efforts are developed. Company Objectives and Strategies A main objective of the company is to develop their brand into a leading, nationally and internationally recognized restaurant chain (Annual Report, 3). Buffalo Wild Wings looks to continue to grow their business through expanding their locations and continuing to grow same- store sales. The company sees the market potential of a possible 1400 domestic locations, with a goal of approximately 40% company-owned and 60% franchise-owned locations. According to the company’s most recent annual report, Buffalo Wild Wings also looks to expand internationally, with the first location in Toronto, Canada and a possible 50 additional units in Canada through 2015. In order to execute the above mentioned objectives, the company looks to the following strategies as found in the 2012 Annual Report, including to continue to strengthen the Buffalo Wild Wings brand, deliver a unique guest experience, offer boldly-flavored menu options with broad appeal, create an inviting, neighborhood atmosphere, focus on operational excellence, open restaurants in new and existing domestic markets, and increase same-store sales, average unit volumes and profitability. Through these strategies, Buffalo Wild Wings seeks to achieve their company objectives and growth strategy.
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  • Spring '16
  • Barry Smith
  • Advertising, Fast food restaurant, Buffalo Wild Wings, Fast casual restaurant

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