Buffalo Wild Wings (BWLD): The College Perspective

Anyone who has ever been inside a Buffalo Wild Wings restaurant know exactly what this company prides themselves on. The combination of a great variety of good food and the overall inviting atmosphere of the restaurants come together to really distinguish Buffalo Wild Wings as more than just a place to go get a quick bite to eat, but a fun dining experience. As students, we eat at so many different restaurants that, whether we realize or not, we have developed an eye for whether these types of establishments actually have the appeal they claim.

FOOD: BWLD has done a particularly good job in diversifying the available eating options at their bar and grill restaurants. Ranging from quick casual to casual dining, whether someone wants to grab some wings to-go or have a sit down dinner with the family, BWLD can accommodate. Then once you begin reading the menu, you realize the great variety of food they offer. Wings for watching sports with the guys, ribs and burgers for a big, sit-down dinner, and even mini corn dogs and chicken tenders for the kids, all of which can be topped off with any of their 14 Signature Sauces, BWLD simply has whatever you need. And to top it all off, each restaurant has a full bar complete with twenty kinds of local and foreign beers, wine, and liquors. The fact is that unless you are looking for a quiet, upscale dining experience, BWLD suits your needs.

ATMOSPHERE: BWLD really prides itself on its energetic and family-friendly setting. From the moment you walk into the restaurant, you just feel welcome and excited to be there. The sports posters and jerseys hanging on the walls, the dozens of wide screen TV’s, and the energy of the employees and other guests all just simply make you enjoy being there. You can tell that the feel of the restaurant is quite similar to its biggest competitor, Hooters. However, unlike Hooters, BWLD has succeeded at making their restaurant more than just a “Guys Night Out” kind of place. While it definitely is a great place to go watch the game with your friends, BWLD is a much more family-oriented restaurant, probably more along the lines of Chili’s but with a much more excited and energized atmosphere.

OPERATIONS: BWLD management appears to know both what to do to grow and how to do it. Their stringent criteria for evaluating new restaurant locations, their training program for both managers and employees, their involvement of franchises in company decisions, and intense focus on the quality of their products paints this company as one that really knows how to manage and expand a business. On top of these operational skills, BWLD has created an advertising campaign that many (including myself) consider one of the best in the country, strengthening the brand. Both revenue and earnings have steadily grown over the last 5 years, same store sales continue to climb, and the company carries no debt on their balance sheet.

FINAL THOUGHTS:

• BWLD variety of dining experiences makes it appealing to multiple target markets
• I feel they have not yet branded themselves as strongly as Hooters, the premier US sports bar, probably due to less specialization in a particular market
• Atmosphere is BWLD’s biggest strength. The restaurants look exciting and fun, the staff is happy and energetic, and people just enjoy the experience of eating here (even the website is fun and entertaining)
• BWLD features  a P/F (price-to-FaceBook fan ratio) of 644 K (what this mean, I have no idea)
• With no debt and disciplined operations and growth strategy, I think BWLD has potential for further expansion, both domestic and foreign (where they do not yet exist)