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Q&A with Buffalo Wild Wings' Kathy Benning
The Buffalo Wild Wings' senior VP of marketing and brand development dishes about the chains growth strategy and overcoming obstacles.
February 19, 2008
With a projected 15-percent unit growth, 20-percent revenue growth and 25-percent earnings growth, officials at Minneapolis-basedBuffalo Wild Wings are hoping 2008 turns out to be as hot as the company's appropriately named Blazin' hot sauce.
Fast Casual recently sat down with Kathy Benning, Buffalo Wild Wings' senior vice president of marketing and brand development, to discuss the challenges the chain faces as it works toward a goal of 1,000 restaurants around the United States.
With more than 494 locations, how does Buffalo Wild Wings control its growth and stay on track with same-store sales and revenue increases?
At Buffalo Wild Wings, we stress the importance of our marketing and advertising to expand the brand and our reputation across the country. It's collaboration between the strength of our operations, partnership between marketing and operations as well as training and the commitment we have to providing an overall great guest experience that makes us successful.
We continue to focus on new product development by utilizing our signature sauces and on signature promotions such as Wing Tuesdays and Boneless Thursdays, which are truly heritage to us. Buffalo Wild Wings stays true to wings, beer and sports and connects with guests on why "You Have to Be Here."
What has been the most challenging aspect of controlling growth for a chain the size of Buffalo Wild Wings?
I would say that our focus and commitment to achieving the annual targets we set year after year has actually made controlling the growth of a large chain less of a challenge. We still feel as strongly today as we did in November 2003 when we became a public company and set out to build theBuffalo Wild Wings brand to over 1,000 restaurants in the United States. It is a bit more difficult, however, to enter new markets where the brand is not as well-known.
How was the company able to overcome that challenge and grow past it?
In order to break into new markets where we were new to the area, we focus on marketing to the local communities.It's always important for us to build relationships with our target audience who know the value of a dining experience andwill understand why "You Have to Be Here."
Buffalo Wild Wings also created special promotions for the majority of its restaurants including Wing Tuesdays (35-cent wings ofyour choice), Boneless Thursdays — 50-cent boneless wings and "Free Wings for a Year" to the first 100 people in line for most grandopenings.
Have you seen an impact of the consumer's focus on healthful eating at Buffalo Wild
Wings?
We work on staying on top of the changing restaurant trends, which is why we currently offer a number of healthy options, with salads and wraps on the menu, but continue to see a strong demand for wings and sauces. The wings are what drivepeople into our restaurants. They crave the sauces and wings and continue to flock to the nearest Buffalo Wild Wings to get their
hands on that. We haven't seen a change in that.
In what way did opening near a campus location shape Buffalo Wild Wings' brand
image and its focus on sports?
Our first restaurant was right outside Ohio State. We recently opened a new two-story flagship restaurant there, and thatmarket continues to be the foundation of our company. Buffalo Wild Wings got its start in Columbus over 25 years ago and it is therethat we found our target audience — sports lovers who enjoy great wings. Those same students that we first served back in the'80s continue to bring their families into our locations across the country.
What advantages do campus locations provide operators of fast-casual chains looking to open or expand?
College campuses provide the opportunity to establish your brand and restaurant name among a distinctive target audience of young adults that can be seen as influential driving forces. We enjoy being a home away from home for wings, beer and sports lovers across the country — and who better to be daring enough to participate in a Buffalo Wild Wings blazin' challenge during the next visit?
If you were to give any restaurant industry advice to those just starting out, what would it be?
Set goals by believing in your company and to the commitment of increasing awareness of your brand. Trust successes and remain true to your brand through consistent messaging.
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