Buffalo Wild Wings Campaign Plan by Elizabeth Jortberg

THE HOME TEAM

ADVANTAGE A Stitch Strategy Campaign

OUR TEAM

MORGAN SPOHN

JIATONG QING

CLAIRE CAMPBELL

Account Planner

Account Director

Copywriter

Stitch Strategy was founded in Madison, Wisconsin in 2018 by six University of Wisconsin-Madison Strategic Communication students with the goal to create revolutionary advertising campaigns that push clients forward in their respective industries. Here at Stitch Strategy, we work in an integrated fashion. Each member specializes in one area, and together our talents produce innovative campaigns. Our previous clients include Nike, Dove and Target. STIT

STRA TE

ELIZABETH JORTBERG

ALANNA GOLDMAN

MADELINE COLLINS

Art Director

Media Director

PR & Promotions Director

OUR TEAM

TABLE OF CONTENTS 03 15 21 28 41 53

Situation Analysis Campaign Strategy Creative Plan Media Plan PR & Promotions Appendix

TABLE OF CONTENTS 02

SITUATION ANALYSIS

SITUATION ANALYSIS 03

COMPANY HISTORY BUFFALO WILD WINGS CREATION Buffalo Wild Wings is a United States food company founded by Jim Disbrow and Scott Lowery in 1982. After judging an amateur figure skating competition at Kent State University, Disbrow met up with Lowery to grab some Buffalo-style chicken wings to eat, but failed to find any restaurant that served them. They decided to open their own restaurant after realizing the market was lacking restaurants that specialized in wings. Today the company is headquartered in Minneapolis, Minnesota1 2

GLOBALITY AND ACQUISITION

Majority stake was purchased by three venture capital firms for $8.5 million in shares, in December of 1999. They planned to fund an expansion with the expectation of having 260 sites by late 20036. Between 2003 and 2016 Buffalo Wild Wings saw tremendous growth as the company added over 1,000 locations, including locations outside of the United States. In November 2017, Roark Capital Group, the owner of both Wendy’s and Arby’s, bought Buffalo Wild Wings for $2.4 billion and absorbed their debt. The deal was finalized on Six months after opening, Disbrow and Lowery brought on an additional partner, Mark Lutz. Over the February 5, 2018.7 8 Roark Capital Group next decade as the restaurant expanded into a chain, it added six additional locations in Ohio, Indiana, created Inspire Restaurant Group, so and Steamboat Springs, Colorado.3 As the company began to franchise in 1992, the franchise fee had that Buffalo Wild Wings can continue been set at $15,000 to $20,000 plus a percentage of sales. The company also began to sell their wing to have autonomy over their individual sauce with the help of Wilsey, Inc. of Atlanta. In late 1994, Disbrow hired a part-time chief financial brand, name and logos and maintain officer, Sally Smith and moved its headquarters to the Minneapolis/Saint Paul area where Smith wished operational autonomy.9 to stay.4

MODERN BUFFALO WILD WINGS

In 1995, the company, under Smith’s leadership, made $12 million in revenue, and was expecting with more growth, Buffalo Wild Wings designed a new freestanding outlet with clear separation between the bar and dining areas. These outlets would seat 190 patrons in a 5,000- to 7,500-square-foot space. This was a shift in strategy from college sports-bar to casual dining. They used the names BW3 and Buffalo Wild Wings depending on the market, but the decision was later made to commit to the name “Buffalo Wild Wings.”5

SITUATION ANALYSIS 04

TIMELINE Buffalo Wild Wings opens its first location.

1982

Founder Jim Disbrow passes away in October of 2002 and Scott Lowery leaves the company in 2004.

2002-2004

Buffalo Wild Wings moves company headquarters to Apple Valley, Minnesota to secure the services of Sally Smith as the companies part-time CFO.

1992

1994

2000

1999 The 100th location opens in October 1999 in Apple Valley, Minnesota a short drive from its corporate headquarters.

Buffalo Wild Wings starts to franchise with the help of Francorp, starts selling their wing sauce with the help Wilsey, Inc.

Buffalo Wild Wings opens a location in the United Arab Emirates.

2010

Buffalo Wild Wings expands into Canada.

2014

2015

Buffalo Wild Wings open 1000th location in Monterrey, Mexico in January of 2014.

Buffalo Wild Wings Grill & Bar found in 19 states and 140 locations with one finally open in the city of its signature menu item, Buffalo, New York.

2017 Buffalo Wild Wings locations can be found throughout all 50 states in the United States.

SITUATION ANALYSIS 05

INDUSTRY TRENDS RISING COSTS

labor

chicken Back in 1982, Buffalo Wild Wings was founded with the idea of serving chicken wings at reasonable prices, in the range of forty cents to sixty cents, so that they could make a profit off the low cost. A first of its kind, Buffalo Wild Wings enjoyed very little competition until the early to mid-2000’s when more restaurants acknowledged the success of the chicken wing. As wholesale wing prices rose in 2017, Buffalo Wild Wings saw its profits drop nearly 63 percent in the second quarter of 2017.10 According to Erik Oosterwijk, president and founder of Fells Point Wholesale Meats, the profit drop is a result of increased FALLING CHICKEN WING PRICES

competition. More restaurants now specialize in wings, not just Buffalo Wild Wings, but BonChon, Wingstop, Wing Zone and Hooters, among others.11 Rather than scrap its popular half-price wing promotion on Tuesdays, the chain decided to emphasize on boneless chicken wings. In 2016, boneless wings outsold traditional wings at the chain’s 1,200 locations. In the 1980s, bone in chicken wings were largely unwanted because they were thought of as a fatty, unwanted poultry byproduct.12 Competition has followed Buffalo Wild Wings in their transition from bone-in to boneless. As a result, bone-in wing prices have fallen. However, Buffalo Wild Wings continues to see bone-in wing sales drop by 9.5 percent in 2018. Wingstop has been one of the few wing restaurants in 2018 to turn a profit with bone-in wings and as a result their stock was up 45 percent in August of 2018.

Like many other restaurants, Buffalo Wild Wings can attribute a portion of their financial woes to the rise of labor costs. The rising price of labor cost the industry around $250 million dollars in 2017.13 Along with rising labor costs, the restaurant industry as a whole has become oversaturated with numerous chains. As Restaurant Business noted, there are simply too many units to choose from, thus limiting the profitability.

NEW TARGET AUDIENCE Buffalo Wild Wings is realizing that their most consistent consumers are teenagers. They spend more money on food than any other age group. Additionally, Buffalo Wild Wings is listed in the top five for the most visited restaurants for millennials.14 Buffalo Wild Wings’ ability to spark habit forming behaviors helps them survive, while other restaurant chains like Ruby Tuesday and Dickey’s Barbeque are closing locations due to the changing marketplace demands and the oversaturation of restaurant chains throughout the United States.15 SITUATION ANALYSIS 06

CONSUMER ANALYSIS KEY DATA Age range from 30 to 40 makes up 23.4% of the population who visit Buffalo Wild Wings.16 Age range from 18 to 24 makes up 21.5% of the population.17 Of all the individuals that dine at Buffalo Wild Wings, 53.8% are males, and 46.2% are females. Males in general are 11% more likely to go to Buffalo Wild Wings than women. Of all the individuals that visit Buffalo Wild Wings, 72.4% are white. Overall, it was determined that the target audience is men ages 18 to 25 and 30 to 40. According to data from Simmons OneView, individuals that visit Buffalo Wild Wings have interests in video games, sports, online betting, and have several social media accounts. They are heavily involved in the online world because they grew up with technology.

OTHER FACTORS Most customers of Buffalo Wild Wings have never been married. Individuals age 35-40 that visit Buffalo Wild Wings listen to the most radio in morning for around 30 minutes. 91.3% of the population are social media users. 28.1% of the population like to play online games. Individuals that visit Buffalo Wild Wings are 27 percent more likely to watch ESPN compared to the general people. Buffalo Wild Wings diners are 130% more likely to attend regular college football matches, compared to 16% with Applebeeâ&#x20AC;&#x2122;s and 13% with TGI Fridays. 12.3% of people that looked for video game reviews and cheat codes are likely to go to Buffalo Wild Wings. SITUATION ANALYSIS 07

COMPETITIVE ANALYSIS Buffalo Wild Wings

Applebee’s

TGI Fridays

WingStop

Category / Focus

Casual Dining, sports

Casual dining, neighborhood

Casual dining, fast food eating joints

A fast casual restaurant chain

Food & Drinks

Specializes in chicken wings with a variety of sauces, and highquality beers with well-trained bartenders.

Offers mainstream American dishes such as salads, chicken, pasta, burgers. Also had Club Applebee’s Late Night as a place to drink.

Offers American style casual eats from burgers and steak to sandwiches and seafood. Has bar sections and some bars in certain locations is sports- themed.

Offers wings in 12 flavors combo meals, family packs and sides.

Restaurant environment

Themed in cool and exciting environment, the restaurants are equipped with numerous TV sets for customers to be fully immersed in sports vibe while having tasty wings.

Has a comfortable, cozy environment, with brown and red Featuring red and white stripes, colors to create a family-friendly the restaurants’ displays energetic image. The restaurants also have decor with flexible tables allow for many big tables to gather friends customers to hang out together. and family members together.

Themed in green and white color, the restaurant creates a image of being fast and convenient. It also puts posters of wings on walls to represent expertise in wings.

Positioning

Casual dining restaurant with a sportier twist. A hangout spot for sports fans, and a family friendly dining for all.

Fun and family-friendly A casual dining restaurant serving neighborhood restaurant with low food & beverages, where people calorie options. can treat every day like a Friday.

A chain of nostalgic, aviationthemed restaurants.

Campaigns / Promotions

1.“Escape to Football” 2. “Tuesday wing specials” to promotions on boneless wings.

1. Eatin’ Good in the Neighborhood campaign. 2. Veterans Day free meals.

Applebee’s, TGI Fridays and Wingstop are the main competitors of Buffalo Wild Wings, because they provide similar types of food, and dedicate to create friendly and convenient services to enhance consumer loyalty. For instance, Applebee’s added technological ordering and delivery for the convenience of the consumers,18 and TGI Fridays offers exclusive vouchers for birthdays and anniversaries.19

1.“Ladies Night”—single women were able to have casual drinks and dinner 2.Birthday’s/anniversaries’ exclusive vouchers.

Not much focus on promotional activities to keep customers engaged.

SITUATION ANALYSIS 08

BRAND ANALYSIS Buffalo Wild Wings is known for its sportier atmosphere among casual dining restaurants (CDR). With their slogan, “Wings. Beer. Sports.,” Buffalo Wild Wings establishes a young, enthusiastic and lively environment for sports fans in both sit-down restaurant settings and online platforms such as Buffalo Wild Wings apps and social media accounts. Buffalo Wild Wings has the most loyal customers among other CDR counterparts such as Applebee’s and TGI Fridays, based on key metrics such as visit frequency, market penetration, share of wallet and fanaticism threshold.20

MEDIA USAGE ANALYSIS The way companies are now delivering and interacting with their consumers has become complicated. Revenue allocation is of significant importance when companies decide where to spend their advertising. Buffalo Wild Wings battles against the volatile chicken wing market which affects revenue and how much money they can allocate to advertising. Online advertising is the best way to reach this target audience, but it is growing increasingly difficult to break through the clutter.

In the second quarter of 2015 alone, 16 percent of the U.S. internet users blocked ads thanks to different ad-blocking applications or Buffalo Wild Wings always sticks to its slogan, and provides 16 sauces and extensions. The number of users who block ads in the United States 5 seasonings to satisfy consumers’ needs. Additionally, the beers provided increased by 48 percent in the last year, reaching 45 million monthly at the bar are high quality since Buffalo Wild Wings has multi-tiered beer active users during the second quarter of 2015. Moreover, iOS 12, the supplies from the national tier to the individual restaurant tier.21 Buffalo latest generation of Apple’s mobile operating system, allows users to Wild Wings also creates a sports-oriented environment, including plenty block ads on mobile devices. This may affect the mobile advertising of TV sets, and is exploring the world of sports betting to enhance the industry since half of mobile phone users access the internet primarily 22 consumer experience. These unique aspects work with each other, to through their mobile phone. Therefore, Buffalo Wild Wings has transitioned not only satisfy the public’s taste buds, but also to create a pleasurable to heavier social media use to better interact with their consumers. environment for sports fans to have delicious wings and beers while being surrounded by sports.

FACEBOOK & TWITTER

Buffalo Wild Wings strives to create an environment that is the first choice for sports fans who prefer to hang out with friends.23 We want Buffalo Wild Wings to move away from the ideals of a family sit down restaurant, to a place where sports fans can gather to watch their favorite teams. Buffalo Wild Wings is the intersection of tasty food and sports culture in the United States, as well as a place to hang out with friends without pressures from school and work.

Shared videos and GIFs that fans can use to try to distract opponents on their own. “Tools of Distraction” include a “Rally Beard,” a “Free Throw Gong,” B-Dubs’ version of thunder sticks (“Thunder Wings”), an inflatable, dancing “Tube Fan,” and a group of bouncing, Blazin’ Bill cutout heads (Gazin’ Bills). SITUATION ANALYSIS 09

MEDIA USAGE ANALYSIS INSTAGRAM

HASHTAG

Created Instagram Stories that offer fans a playbook tutorial for using B-Dubs menu items to help affect games just by tapping through each step of the play.

Built off the success of the recent “What the Favre?!” campaign, and encourages fans to interact with the brand using the #HitTheButton hashtag. Throughout the tournament, some of B-Dubs’ fans best tweets that include the campaign hashtag will be scrolled in real-time on the company’s website.

Although Buffalo Wild Wings is sticking with a traditional marketing strategy, they are still updating their strategy by shifting their focus to a target audience comprised of millennials and generation Z. Buffalo Wild Wings knows that these targets frequent social media, with over 86 percent of their customer base on the internet within the last week. 42 percent of the customers who have gone to Buffalo Wild Wings have had a social media account for over six years, thus showcasing that the demographics of people who go to their restaurants have changed dramatically within the last several years. Both of these audiences are sports fans that come to Buffalo Wild Wings for the experience. They are also digital natives, meaning that Buffalo Wild Wings can advertise on the internet and social media, especially for the younger group. Many members of the younger audience check their social media at least three times a day. Buffalo Wild Wings can place advertising here, but they can also cultivate their social media accounts to make their brand stand out. Outside of social media, Buffalo Wild Wings could advertise on websites like ESPN.com and on fantasy sports websites, both of which are frequented by the sports community and their target audience.

During the week, people aged 25-45 are more likely to listen to the radio during their commute, particularly sports, sports news, and hip hop and adult contemporary. On the weekends, people tend to watch more television in the afternoons and evenings. Something that distinguishes our target audience is their interest in shows like The Simpsons and Family Guy. While these shows are playing, Buffalo Wild Wings should advertise their product and restaurant. All members of the target audiences are sports fans, especially of the four major sports, baseball, hockey, football and basketball. Most people are still watching sports on television, but the people who watch sports online tend to be ages 18-30. Within the groups, there are slight media usage differences, but we decided to break up these target audiences in this manner because of their television and social media consumption habits. With the changing demographics and different generations, Buffalo Wild Wings has taken the initiative of pursuing different marketing paths by using their social media accounts to get trends on twitter going which have proven to be an effective media strategy. SITUATION ANALYSIS

CATEGORY CREATIVE ANALYSIS Buffalo Wild Wings’ creative messages tend to promote fandom. This is evident throughout Buffalo Wild Wings digital advertisements, social media platforms, and the company website. The most recent campaign, “Escape to Football,” ran a series of 30-second video advertisements featuring a man, aged 20-40, in seemingly dull situations as he humorously “escapes” and enters the loud, arena-lika atmosphere of a Buffalo Wild Wings. The advertisements are short, yet funny and reasonably memorable.

current logo

Last year’s “Welcome to the Red Zone” Halloween ad campaign features a family with a father dressed as a Georgia Bulldogs fan for Halloween. The group orders wings before trick or treating. The advertisement wraps with the statement “Treat yourself to takeout,” with the intent to market their new and improved online ordering. Buffalo Wild Wings visual digital strategy is very uniform— featuring a yellow and black dominant color palette. The brand recently transitioned to a yellow and brown logo,24 while the website maintains the yellow and black palette. The specific color palette distinguishes the brand from competitors through creating a visual identity which leads to quick brand recall. SITUATION ANALYSIS

PUBLIC OPINION

Buffalo Wild Wings is a restaurant that specializes in delivering beer, wings, and sports to its customers. Over 66 percent of the online posts show positive thoughts in their subject sentences about Buffalo Wild Wings’ dining experience, while only 30 percent of online posts had subject sentences that showed negativity.25 Around six out of ten people who go to a Buffalo Wild Wings will have a positive experience, and while that number is not outstanding, one must consider the 30 percent of negative reviews and capitalize on fixing the problems people encounter at the restaurant. 26 27

POSITIVE KEYWORDS While examining public opinion about Buffalo Wild Wings in the United States, it is also important to examine social media and public forums. From when we started this project the positivity surrounding Buffalo Wild Wings was hovering around 57 percent, but now the positivity towards the brand has increased to 66 percent and the positive keywords associated with the brand have changed to reflect the brands change in those two short months. Two months ago the main positive keywords associated with Buffalo Wild Wings were “helpful”, “good”, “great”, “honest”, “best” and “better”. Now two months later the main keywords that stick out are “better”, “good”, “best”, “great”, “i want”, “fun” and “favorite”. This shift in positivity towards the brand is noted in two of the words that are associated with craving a food product those being I want and also favorite, while two months ago they were associated with the brand they were not the main words that came to mind when thinking of the brand.

NEGATIVE KEYWORDS With the shift in positivity this can also be noted with the negative keywords that have changed over these two months. Two months ago, the top negative keywords were “let down”, “meaningless” and “terrible”, and now the main keywords are “warning”, “bad” and “trash”. The shift in negativity shows that within the two months, the keywords “let down” and “meaningless” are no longer customers’ top negative impressions when thinking of Buffalo Wild Wings, but instead it shifted into “warning” and “bad”. To this extent, the negativity has not gotten worse, since the percentage of people showing negativity remains at 30%. Moreover, since the positivity has grown from 57% to 66%, the overall brand image has improved along with the positive keywords associated with it now. SITUATION ANALYSIS

STAKEHOLDER ANALYSIS Roark Capital Group

An American private equity firm

Inspire Brands

A multi-brand restaurant company partially owned by Roark Capital Group

Marcato

A hedge fund owning 6.1 percent

Buffalo Wild Wings Employees

22,000 employees 1000+ restaurants in the U.S.

Buffalo Wild Wings Consumers

The purchasers of Buffalo Wild Wings determine the fate of the product. Primary consumers include mostly middle class men aged 18-54.

Potential Buffalo Wild Wings Consumers

Wholesale Chicken Sellers

Through the resurgence of chicken sales, new Buffalo Wild Wings consumers offer potential for brand growth and an increase in sales. Due to the current increasing trend of bone-in wings, the chicken wholesalers stand to make a large profit from chicken restaurants.

KEY ISSUES The issue of having a college-bar identity originally has affected their modern day menu options with almost everything being over 1,000 calories, and has marginalized a segment of the target population that prefer healthier options. Buffalo Wild Wings has failed to deliver a clear message throughout its campaigns identifying their target market and their positioning as a restaurant. While the restaurant seating area suits a family, interactive environment, when they implemented a sectioned-off bar portion, they created more isolation in the restaurant layout. This makes it harder for sports fans to interact, even though the restaurant still promotes itself as a sports bar. SITUATION ANALYSIS

W O

STRENGTHS

WEAKNESSES

OPPORTUNITIES

1. Unique flavors 2. Connection with sports fans creates community 3. Strong brand equity in the U.S. 4. Customer experience enhanced by offering live sports 5. Over 1000+ locations spread across the US 6. Promos and gift cards are value added services for customers

1. High fat and high calorie menu options do not appeal to the increasing population of health-conscious individuals 2. Mature marketplace 3. Small bar space makes it difficult to socialize/meet people (something normally desired while watching a game)

1. Potential to build connections in college towns 2. Shift menu to have more healthy options while still keeping chicken theme 3. Introduce more regional foods for each restaurant.

T THREATS 1. Increased chicken prices 2. Change in lifestyle and attitude towards healthy and vegetarian food options 3. Strong presence of competition

SITUATION ANALYSIS

CAMPAIGN STRATEGY

CAMPAIGN STRATEGY 15

OBJECTIVES FINDINGS

GOAL

Based on Simmons data and our own firsthand research, we discovered that consumers of Buffalo Wild Wings are most concerned with the cost and experience. We believe that the experience is what makes Buffalo Wild Wings a unique restaurant and will drive potential consumers through the doors, which is why our campaign will focus on this aspect.

The ultimate objective of our campaign strategy is to reaffirm the brand image of Buffalo Wild Wings through consistent, integrated creative, and to further raise Buffalo Wild Wings’ brand awareness, primarily among young adults and millennials. We want to promote an an exciting place that attracts our younger target audience by focusing on the connection between team sports and comradery. To target a younger audience, Buffalo Wild Wings will focus on the ease

and excitement of coming to Buffalo Wild Wings for game day. Buffalo Wild Wings provides a lively and enthusiastic atmosphere for sports fans and fanatics alike to enjoy during their dining experience. Buffalo Wild Wings is the ultimate game day destination, and by emphasizing our unique dining experience, this campaign will build brand loyalty among an up and coming generation. It will connect Buffalo Wild Wings with a community and the “come one,

come all idea.” We want to be thought of first and foremost as the ultimate destination for your game-day experience. Whether a customer begins their game day with us, and then goes to the game after devouring our delicious wings; catches us post-game to fuel back up after cheering on their favorite team; or even spends the entire day watching on our numerous TVs, we’ll be ready to provide an unforgettable game day experience.

This campaign will further brand Buffalo Wild Wings as somewhere fans can “get their bromance on.” The place where they can get lost in the sauce, and in the game. We want to be seen as the place that is always high-energy— a hangout spot, not just a place to sit down and eat. You can count on the booming energy of the game to be seen on our numerous TVs, in our cheerful servers and the die hard sports fans surrounding you. We are wings. We are beer. We are sports. But most importantly, we are the home base for our fans. It’s our court, your team. We’ll bring the experience if you bring your group.

STRATEGY

The experience is the most important part of this campaign, but we will also brand Buffalo Wild Wings’ main product, wings, as a reliable game day snack. Just like your favorite sports team, you can count on us to not simply just show up, but to perform at our best. We will always provide the home team advantage for our customers. We believe in the power of simplicity. This can be seen in the way we plate our wings, to the way in which we promote the customer’s experience at Buffalo Wild Wings. Worrying about whether or not your favorite team will win is stressful enough, so let Buffalo Wild Wings provide you with food and an atmosphere you don’t need to think twice about. CAMPAIGN STRATEGY 16

CONSUMER TARGET PRIMARY TARGET MEET JAKE quick stats

full profile

AGE: 18-25

VALUES

KEY BEHAVIORS

GENDER: Male

For Jake, playing sports and watching games are staples in life. He goes to the gym occasionally, but he is not concerned with healthy eating. He values bromance and enjoys hanging out with friends. Studying is important to Jake, but he knows how to relax on the weekends. Jakeâ&#x20AC;&#x2122;s political values lean slightly conservative, but maintains a largely independent stance.28

#1: Loves playing sports.

RACE: White LOCATION: College towns and midwestern cities

#2: Participates in fantasy sports leagues and online sports gambling. #3: Likes to read Game Informer and check ESPNews. #4: Attends college football games regularly. #5: Watches Monday night football, along with SportsCenter. #6: Prefers Facetime when communicating with others on phone, and he never avoids technology.

CHARACTERISTICS Young, tech savvy and uses new forms of media and news gathering.29

CAMPAIGN STRATEGY 17

CONSUMER TARGET SECONDARY TARGET MEET JASON quick stats

full profile

AGE: 30-40

VALUES

GENDER: Male

Jason is the “grown-up” version of Jake. He values family, career, and of course, bromance. Jason values sports and watches almost every game of his favorite team, but because he is often busy at work, he doesn’t have time to play sports nearly as regularly as he did in his younger years. He still hangs out with many friends from college in restaurants or bars, especially after game day. Jason’s political values lean slightly conservative, but as a whole remain politically independent.

RACE: White LOCATION: Midwestern cities HOUSEHOLD INCOME: Median ($24,999 - $50,000)

KEY BEHAVIORS #1: Has graduated from college. #2: Has a stable job in the architecture and engineering field and occasionally contributes to his university. #3: Listens to adult contemporary music but more often than not, tunes into sports radio. #4: Plays fantasy sports. #5: Prefers Men’s Fitness and Men’s Health over GQ. Reads ESPN and Sports Illustrated magazines. #6: Likes to watch MLB, along with Monday Night Football and Sports Center. #7: Uses sites like MLB.com and NFL.com to keep up on the latest sports news.30

CHARACTERISTICS Uses both older media forms such as the radio and magazines, still tech savvy. CAMPAIGN STRATEGY 18

STRATEGY COMPETITIVE ADVANTAGE Buffalo Wild Wings’ competitive advantage stems from its unique ability to combine great food and a top notch sports experience. We specialize in providing a space for sports fans to gather, and cheer on their favorite teams while knowing that the food will be consistently good. Buffalo Wild Wings allows fans to focus on what is important, the game. Buffalo Wild Wings provides the atmosphere and allows the customers to bring the spirit of game day.

Wings are an important aspect of our identity and the game day experience, but, they are not as unique as we would like. Plenty of other restaurants serve wings. What makes Buffalo Wild Wings’ uniqueness stems from the ability to combine great good and a great community atmosphere that encourages high spirits and celebration. We are the hangout spot before, during and after games. Customers can walk through the doors of Buffalo Wild Wings any day of the week and know they are entering an engaging and exciting environment where they can meet old friends and make new ones, all while supporting their favorite sports teams and enjoying a classic game day staple: chicken wings. We offer a variety of high quality beers and 16 unique sauces for our bone-in and boneless wings. No matter what team you root for, we guarantee we have the flavors you crave to go along with your game day experience. Unlike sports bars that lack options or have less-than-appealing food, we offer something for everyone. Buffalo Wild Wings offers game day food for all fans so they can just focus on the game. We don’t try to dress it up. We aren’t about frills, just wings. You can see this in our simplistic plating style; all wings are served in a paper basket, furthering the game-day vibe, like you just bought them at the stadium. At Buffalo Wild Wings, you get more than just a meal. We are the intersection of gameday and great food. We are the new home court.

CAMPAIGN STRATEGY 19

STRATEGY UNIQUE SELLING PROPOSITION

MESSAGE STRATEGY

Our unique selling proposition is our ability to immerse customers in the game day experience. You might not be at the game, but Buffalo Wild Wings gives you a place to experience the comradery and team spirit of a sports venue without needing to pay the price of a ticket. At Buffalo Wild Wings, you are surrounded by fellow sports fans who are there to cheer you and your favorite team on. We are the

Stitch Strategy’s ultimate goal in this campaign is to reaffirm Buffalo Wild Wings’ brand identity. Through the slogan “Wings. Beer. Sports.,” We aim to convey the notion that Buffalo Wild Wings is the place sports fans can enjoy tasty food while being immersed in game day. To convey our message to two target groups, we utilize social media platforms such as Snapchat filters, to target the younger consumers, as well as radio advertisements for our older target group.

one restaurant that encourages you to get loud for your team while having the opportunity to sit down and enjoy a great meal with friends. We are at the intersection of a sports bar and family friendly restaurant. Whether you come with a big group or alone, at Buffalo Wild Wings you will feel the comradery throughout the entirety of the restaurant.

POSITIONING Following the slogan “Wings, Beer, Sports,” Buffalo Wild Wings is positioned in the market as following: Casual dining restaurant with a sportier twist A hangout spot for sports fans Family friendly dining for all Our main goal is to combine Buffalo Wild Wings’ characteristics of a lively experience and tasty food together by further focusing on bromance and be the place where Jake can regularly hangout with friends, and where Jason can experience excitement during games. To do this we will shift away from sit down, family friendly dining and more towards a collegiate-aged, exciting, vibrant atmosphere that our target audiences are seeking.31

Our messages will concentrate on “The Home Team Advantage” theme, with the tagline “Our____, your team”, to convey cohesive creative messages. Depending on the season, words like ice, court and field will fill in the blank. The rationale behind the theme and slogan is that Buffalo Wild Wings offers the home team advantage by providing a place for fans to cheer on their teams and share common spirits. Also, we want to differentiate our brand images with other sit-down restaurants, since we not only provide great food and a sense of community, but can also turn every day into game day.

CAMPAIGN STRATEGY 20

CREATIVE PLAN

CREATIVE CONCEPT Our unique positioning revolves around the idea that Buffalo Wild Wings has all the fun of a sports bar and all good food of a sit down restaurant combined in one location. We have the home team advantage. Itâ&#x20AC;&#x2122;s the place fans can go to be immersed in game day, without having to sit out in the cold or shell out a lot of money for tickets. We provide a place for fans to get loud, cheer on their teams, and show their spirit. The very atmosphere of the restaurants is built for a good time. The creative concept dictating our campaign focuses on Buffalo Wild Wingsâ&#x20AC;&#x2122; leg up over other restaurants as the place to get both a good meal and have a great time. We are a community that they should feel drawn to, a quasi-club of sorts for sports fans to gather and have fun. We want our consumers to know that our restaurants are the place to be on game day for action and excitement paired with great wings and drinks. We want to demonstrate how different we are from other restaurants in our upcoming creative campaign, and how every day is game day at BWW. Our key target is Jake, the college aged boy who loves sports and is an avid user of technology. He studies during the week but the weekend is a time to relax with his friends. Our secondary audience is Jason, the millenial age 30-40 who may be a first time young dad and has a bit more of a disposable income than the younger age group.

UNIFYING ELEMENTS THEME: The Home Team Advantage SLOGAN: Wings. Beer. Sports. TAGLINE: Our ______, your team LOGO: We have chosen to slightly alter the company logo, switching from brown and yellow to black and yellow. We feel this unifies brand elements and creates a more appealing visual identity.

KEY ISSUES brand identity We want to reaffirm our brand identity with our audiences during this creative campaign in order to ensure more brand loyalty in the long run. We want to target the younger age groups so as they get old, they stick with the restaurant (especially seeing as Jason is just an older version of Jake). We find that our brand identity has been really bland and lacking in recent years, and we want to cement this in order to solidify our position in the market as THE place for a fun game day experience with great food.

cohesive creative We aim to create more cohesive creative with this campaign because in recent years Buffalo Wild Wings has not had very strong or memorable creative. We want the audience to feel more engaged with our creative. CREATIVE PLAN

ADVERTISEMENTS BROADCAST ADS broadcast ad #1: 30 seconds THE ONLY PLACE TO BE ON GAME DAY

A sit down style, fast-casual restaurant that’s relatively quiet with the exception of some talking here and there. VO: “Your game day at another restaurant.” 0:00-0:05

One table of people wearing jerseys is screaming. They quiet down when they realize they are alone in their cheering and they sit. 0:05-0:10

The next scene will show a busy sports bar, packed shoulder to shoulder with a ton of cheering and noise. VO: “Your game day at another sports bar.” 0:10-0:13

A waiter, fighting through the crowd bring’s a man’s food, and he replies sarcastically, “Thank god I waited an hour for this cold food.” 0:13-0:20

A Buffalo Wild Wings flashes on screen with the sound of cheering and chanting inside. VO: “Your game day at Buffalo Wild WIngs.” 0:20-0:23

Shows people enjoying food, chanting and cheering together for their team. VO: “Where we always have the home team advantage.” 0:23-0:30

CREATIVE PLAN

23 01

ADVERTISEMENTS BROADCAST ADS broadcast ad #2: 20 seconds A GATHERING PLACE FOR FANATICS

Dramatic male voiceover as images of old sporting areas fade in and out. VO: “Sports fans have been gathering for ages to take part in the festivity that is game day.” 0:00-0:05

VO: “They have made their homes in stadiums and arenas.” 0:05-0:08

VO: “These places have become temples of athleticism and celebration.” 0:08-0:12

VO: “These places are almost as cherished as the sports themselves.” 0:12-0:14

Screen goes black for dramatic effect. VO: “Now, there is a new arena for sports lovers, fans and fanatics alike...” 0:14-0:17

Buffalo Wild Wings location in color image appears. VO: “Buffalo Wild Wings. Where every game is a home game.” 0:17-0:20

CREATIVE PLAN

ADVERTISEMENTS RADIO ADS radio ad #1: 30 seconds 0:00-0:05: (Young, male voice) This is you, watching the game at home.

0:05-0:15: (Phone ringing, TV static

in the background, mal voice shouting, panicked) I can’t find the game! The TV is broken and kickoff is about to start!! What’s the channel? And why do I smell smoke? Who’s burning the wings??

0:15-0:20: (Original male narrator voice) This is you, at Buffalo Wild Wings, watching the game.

radio ad #2: 15 seconds

0:20-0:25: (Glasses clinking, loud

in dramatic manner). Athletes throughout the ages have competed for greatness and glory. They have trained for all their lives to finish first and go down in history as the best. At Buffalo Wild Wings, our sauces are in a fierce competition for first place, the most beloved of all sauces.

cheering and chanting in the background, music playing).

0:25-0:30: (Male narrator voice) Game day, your way, every day. Buffalo Wild Wings.

0:00-0:10: (Deeper, male voice, speaking 0:10-0:15: (Sounds of crowds

cheering builds in background behind voice over). Tune in to the Big Ten season opener games to watch our sauces face off for glory and tweet us your race predictions with the hashtag #BuffaloWildWinners.

CREATIVE PLAN

ADVERTISEMENTS SOCIAL MEDIA ADS snapchat We will use Snapchat filters to promote Buffalo Wild Wings on certain key game days, with the idea that seeing a sponsored filter might push the consumer to spend their game day dining with us. These fun, creative filters should be popular among the Jakes, as they are a younger audience found on Snapchat. The filters will change based on the sports season to match the most relevant games we believe our audience will be attending, watching and celebrating.

twitter We will be using promoted tweets to start a conversation with our target groups because we know that the Jake age group is very commonly found on newer social media platforms. We plan to make pop culture references that the Jakes will understand in order to stay relevant and increase our chances of being shared or going viral. For example, this curated tweet takes on the form of a popular meme currently circultaing on Twitter. We feel that companies who interact with their audiences this way are able to build a more personal and relatable relationship with consumers.

CREATIVE PLAN

ADVERTISEMENTS BILLBOARD ADS

We want to have billboards more specifically targeting the Jason group on his commute to and from work. We, again, want to emphasize how we are different than other restaurants and solidify our position in the market while reminding people it’s always a home game at Buffalo Wild Wings. We also want to change the billboards during the shift of the sports seasons so during the football season they will read “Our turf, your team.” During basketball, “our court, your team.” and during hockey, “Our ice, your team.” The black background helps to emphasize the bright white text, with even further emphasis on “home game,” highlighted in Buffalo Wild Wing’s signature yellow.

CREATIVE PLAN

MEDIA PLAN

MEDIA STRATEGY OBJECTIVES To best reach our target audience, we will place our creative where they are most likely to see it. Our media strategy is based on the pulsing method, where we will advertise heaviest during football season and March Madness and pull back in the summer. Based on our primary and secondary research, we will buy media across several platforms, including traditional, impact and digital. We believe that placing advertisements across these media outlets will be most effective in achieving our goals of increasing visibility and customer loyalty.

SEASONAL

GEOGRAPHIC

To reach our goal, Stitch Strategy will use a pulsing strategy that is timed with sports seasons which are also Buffalo Wild Wings busiest seasons. According to Simmons Oneview, most people who go to Buffalo Wild Wings are fans of both football and NCAA March Madness.34 They are 31 percent more likely to watch NFL football and are 21 percent more likely to watch March Madness. During the summer months, sports slow down, and therefore Buffalo Wild Wings business does too. These factors were important to consider when designing Buffalo Wild Wings media plan.

We will target the entire nation during this campaign, but will spend more resources advertising in the midwest, where Buffalo Wild Wings has the most locations. Additionally, midwesterners are passionate sports fans and the area benefits from the prowess of the Big Ten conference.33 The second area we will be targeting is the northeast corridor between Washington DC and Boston, which is extremely dense.33 Our third area that we will specifically target is the Los Angeles Market. Los Angeles is the home to a variety of major sports teams and the colleges UCLA and USC. To maximize the effectiveness of this campaign we will use a low reach, high frequency strategy. We will target areas like midwestern cities, the northeast corridor and Los Angeles because these are high density areas that also have large sports fan bases. We will incorporate high frequency into our pulsing strategy to solidify in potential consumers minds that Buffalo Wild Wings is the ultimate game day option when they are most likely to visit the restaurant. MEDIA PLAN

MEDIA STRATEGY This will be a one year campaign that will begin in September when football season is gearing up. This will be our first pulse. Our second pulse will begin in March to encourage people to connect Buffalo Wild Wings with March Madness. These will be national pushes. Additionally, according to Simmons Oneview, there are less hockey fans, but they are 27 percent more likely to go to Buffalo Wild Wings for a game.33 This is why we will also start advertising in the midwest in October. Advertising will continue year round, but these times will have the heaviest advertising.

PULSING

TIMING

JAN

Our first pulse will begin in September when our campaign launches with the goal of reminding fans that Buffalo Wild Wings is the best game day option. This will be our first pulse. Our second pulse will begin in March to encourage people to connect March Madness with Buffalo Wild Wings. These will be national pushes. Additionally, according to Simmons Oneview, there are less hockey fans, but they are still likely to go to Buffalo Wild Wings for a gameso we will reinforce the relationship between hockey and Buffalo Wild Wings starting in October.

FEB

MARCH

APRIL

MAY

JUNE

In regards to time of day, we will be advertising online during the day between the hours of 11:00 a.m. and 2:00 p.m. because we found from Simmons Oneview research that most people are online during work or class.33 Our target audience is 29 percent more likely than the general population to go online during the day. This is backed up by a 2013 Infolinks study.32 Many college students have breaks in the middle of the day where they are checking their phones and using the internet. Friday is the day with the highest click through rate, so our advertising on Fridays will be slightly heavier than the rest of the week. Radio

JULY

AUG

SEPT

OCT

NOV

DEC

advertisements will be played during peak driving hours, from 7:30 a.m to 9:30 a.m and from 5:00 p.m to 7:00 p.m. Our television advertisements will play during primetime everyday because this is when our target audience, particularly Jason, will be home from work and watching TV.33 Saturdays and Sundays will be big advertising days because that is when people sit down to watch sports. On the weekends, our advertising will occur hourly from 11:00 a.m. and 8:00 p.m. because these are the hours people are sitting down to watch sporting events. MEDIA PLAN

MEDIA OVERVIEW

digital media flow chart

traditional media flow chart

impact media flow chart Taking all these factors into account, Stitch Strategy has created a flowchart that shows the allocation of each form of media.

MEDIA PLAN

MEDIA OVERVIEW Media Categories Impact Media Fixed Digital

JAN

FEB

March

April

May

June

July

Aug

Sept

Oct

Nov

Dec

Total

12.25

11.25

12.25

37.25

227

CPM Digital

Traditional

295

199

467

241

175

232

178

475

320

329

284

3435

Sum

336

209

506

314

273

185

255

187

504.3

344.3

351.3

331.3

combined media flow chart

budget TOTAL BUDGET

$60,000,000.00

Impact total

$7,469,461.00

Digital total

$17,166,000.00

Contingency

$2,000,000.00

Remainder

$33,364,539.00

Our the $60,000,000 alloted for the campaign, $2,000,000 will be allocated for contingency, leaving $58,000,000 that is divided by impact, traditional and digital media.

MEDIA PLAN

IMPACT MEDIA Media Categories

Unit Allocation

Cost per unit

$ Allocation

Notes

NFL draft

$20,455

$245,460

April

Espys

$28,888

$346,656

July

NFL playoffs

$45,774

$1,144,350

Jan

Monday night football

$35,674

$891,850

Monday Nights Sept-Dec

NCAA tournament

$25,674

$1,283,700

March

College bowl games

$35,674

$891,850

Dec

Direct mails

$261,895

Timed w/ Sauce & Beer Pairing Event

Outdoor Indianapolis

$35,000

$105,000

Oct-Dec

Outdoor Chicago

$35,000

$105,000

Nov-Jan

Outdoor Cleveland

$35,000

$105,000

Oct-Dec

Outdoor minneapolis

$35,000

$105,000

Nov-Jan

Outdoor New york

$35,000

$105,000

Nov-Jan

Outdoor Los Angeles

$35,000

$175,000

Aug-Dec

Ambient

$35,000

$420,000

12 Big Ten Campuses at Bus Stops, Sept

NHL Playoffs

$25,674

$641,850

April and May

NBA Playoffs

$25,674

$641,850

April and May

SUM total

$7,469,461

MEDIA PLAN

IMPACT MEDIA ESPYS

According to Simmons Oneview, our younger target audience is 20 percent more likely to watch the ESPYs than the general population.33 The ESPYs is a sports award show that attracts the type of people we want to eat at Buffalo Wild Wings. Because of this, we will be allocating $346,656 to advertise during this award show.

NFL PLAYOFFS

We will spend $1,144,350 on advertisements during the NFL playoffs. Buffalo Wild Wings consumers are football fans.33 Playoffs are in January which will help balance the down period between the first and second pulse.

NFL DRAFT

Our Jason group is 24 percent more likely to watch the NFL draft that the general population.33 We will spend $245,460 on advertisements during the first and second rounds of the draft.

NCAA TOURNAMENT

The NCAA tournament will be our most expensive television advertisement for impact media. $1,283,700 on advertisements during the tournament. This will coincide with the second pulse. Since there are so many games, the opportunity for high frequency targeting is great.

COLLEGE FOOTBALL BOWL GAMES The budget for College Bowl Games is $891,850 which will be spent during several games and will target areas that have teams playing in a bowl game and/or areas with a high density of Buffalo Wild Wings. Right now the younger target audience is more likely to leave the house to watch a bowl game, so our advertisements will target them more.

We will spend $891,850 over several Monday night football games because of our target markets connection with football. Our goal is to draw people into the restaurant to watch a game during monday night football. This will have nice timing with the launch of our campaign and our first pulse.

MONDAY NIGHT FOOTBALL

MEDIA PLAN

IMPACT MEDIA DIRECT MAILS

Our direct mails will be sent out in October and will be an invitation to one of our promotions, the sauce and beer taste pairing called “Delicious Duos” where Buffalo Wild Wings encourages customers to “find their dream team.” This is our second promotion of the campaign and follows on the heels of the campaign launch. It will cost $261,895.

OUTDOOR AND AMBIENT

We will have outdoor in a total of six different markets and will spend a total of $1,365,000 on the most expensive part of the impact media buy. Billboards will be placed in Indianapolis, Cleveland, Minneapolis, Chicago, New York and Los Angeles. Since this campaign is concerned with low reach, high impact, these areas will be concentrated. In all cities besides Los Angeles, three months of billboards will appear. Cleveland and Indianapolis will have billboards from October to December, which is the first part of basketball season and the second half of football. Minneapolis, Chicago and New York

will occur from November through January when three of their major sports teams are in season. Los Angeles will see billboards from August through December. This is because Los Angeles also has two major college football teams, along with two of each major sports teams. We will also place outdoor advertising on buses and at bus stops that will highlight our sauce sprint promotion. This is will happen on 12 of the Big Ten campuses because the sauce race promotion will happen during football games. This will cost $1,295,000 which is about 2 percent of the total budget.

NHL PLAYOFFS

NBA PLAYOFFS

While hockey is smaller than football and basketball, the sport has a loyal following in the midwest especially. We will spend $641,850 nationwide, but will focus on the Chicago and Minneapolis markets in particular because of the midwest tradition of hockey. Our target audiences are 27 more likely to go to Buffalo Wild Wings to watch a hockey game.33

The NBA playoffs are a great event to carry the campaign from the end of March Madness to the summer. We set aside $641,850 to advertise during these playoffs because the NBA playoffs have the ability to draw in a crowd, especially during big match ups.

MEDIA PLAN

TRADITIONAL MEDIA Media Categories

% Allocation

CPP TOTAL

$ Allocation

GRPS

Cable television primetime network television primetime network television late night national radio morning drive national radio daytime national radio evening drive spot cable television primetime spot television primetime Spot television late night spot radio drive times cable television daytime weekend national television sports

13%

$19,227

$4,337,390.07

226

10%

$33,1003

$3,336,453.90

101

$24,776

$1,668,226.95

$2,913

$1,668,226.95

573

$3,395

$1,668,226.95

491

$2,913

$1,668,226.95

573

12%

$12,324

$4,003,744.68

325

10%

$32,066

$3,336,453.90

104

$14,688

$1,668,226.95

114

$4,240

$2,335,517.73

551

10%

$16,871

$3,336,453.90

198

13%

$38,337

$4,337,390.07

113

Must = 100% SUM total

3,435 $33,364,539.00

MEDIA PLAN

TRADITIONAL MEDIA TELEVISION

RADIO

Stitch Strategy will be buying cable and network television on both a national and spot basis because we want to target the whole country but also focus on specific areas that have the most potential. We will allocate $4,337,390 to cable television primetime and $3,336,453 to network television primetime. Our target audiences are most likely to sit down and watch TV after a day at work and more likely to watch cable.33 We will also dedicate $4,337,390 to national television for sports because our target audiences are big sports fans. Additionally, $4,003,744 will go to spot cable during primetime and $3,336,453 will go to spot network primetime. We will place advertisements on channels and during specific programs our target audience watches. For example, both of our audiences watch ESPN, Cinemax, Showtime and Adult Swim. Our target audience is 52 percent more likely to watch Family Guy than the general public.33 Other shows they watch include Bobs Burgers, The Simpsons and programs like Sports Center.33 Carefully collected research will allow us to most efficiently target our audience.

We will be buying radio on the national and spot basis. Approximately $3,336,453 will be spent on National Radio during drive times which is from 7:30 a.m. to 9:30 a.m. and 5:00 p.m. to 7:00 p.m. We will also allocate $1,668,226 for day time radio. In regards to spot radio, $2,335,517 will be allocated to drive times. The most popular channels for our target audience to listen to are sports talk shows, sports games and hip hop.33

total media spending

MEDIA PLAN

DIGITAL MEDIA Since our target audience is so young, they are part of the digital native generation and frequently use the internet and social media, both on their laptops and cell phones. Because of this, we will be dedicating $17,166,000 to this form of advertising. Media Categories

Unit Allocation

CPM

Impressions

$ ALLOCation

Notes

ESPN UNtargeted banner

$6.00

1,000,000

$36,000

Jan, April, June, Sept, Nov & Dec

EspN Targeted banner

$10.00

2,000,000

$180,000

Jan, Feb, April, June, July, Aug, Oct, Nov & Dec

Yahoosports banner

$10.00

2,000,000

$120,000

Jan, March, May

gamestop ad

$10.00

1,000,000

$120,000

All Year

spotify audio

$10.00

1,000,000

$120,000

All Year

facebook native ad

$10.00

10,000,000

$800,000

Jan, March, April, June, July, Aug, Sept & Nov

instagram ad

$5.00

10,000,000

$400,000

March, April, May, July, Sept & Nov

facebook video (30 sec) youtube instream video youtube unstoppable video

$8.00

10,000,000

$960,000

All Year

$10.00

10,000,000

$900,000

Oct, Nov, Dec, Jan, Feb & May

$20.00

5,000,000

$700,000

March, May, June, July & Sept

youtube tv

$30.00

4,000,000

$480,000

Jan, April, Aug & Dec

hulu

$30.00

10,000,000

$4,200,000

All Year (x2 Sept & March)

SUM total

$9,016,000

MEDIA PLAN

DIGITAL MEDIA Media Categories

Unit Allocation

Cost per unit

$ Allocation

notes

SEO

$25,000

$300,000

Every month

SEM

$50,000

Once a year

Snapchat filter

$500,000

$2,000,000

Feb, March, Sept & Oct

homepage takeover ESPN.COM homepage takeover NFL.com Homepage takeover yahoosports.com

$400,000

$2,000,000

Sept, Jan & June

$400,000

$1,200,000

Oct, Nov & Dec

$400,000

$1,200,000

Aug, Nov & May

promoted tweet

$200,000

$1,400,000

Jan, March, June, Sept & Oct

SUM total

$8,150,000

SOCIAL MEDIA

facebook

twitter, instagram & snapchat

We allocated about 10 percent of our media budget to social media since both of our target audiences use social media, especially our younger target audience. The most frequently used platforms of both Jake and Jason are Facebook, Twitter and Instagram and Snapchat. On Facebook will we restart regular posting that reiterate the content we put on Twitter and Instagram. With Twitter, we will focus on improving our interactivity with customers and creating tweets that tie in with popular culture. On Instagram we can post pictures of our products, memes and candid photos of actual customers enjoying themselves at Buffalo Wild Wings.

Our target audience came to age or grew up with facebook and they are loyal users.33 This is why we will spend $1,760,000 on various advertising methods on facebook. This includes native advertisements and videos.

Just like Facebook, our target audience also uses other forms of social media, namley Twitter, Instagram and Snapchat.33 Stitch Strategy will spend a total of $3,800,000 to advertise on these platforms, in addition to using them for free to further cultivate a brand personality. Some of our ideas for these platforms include Instagram advertisements, promoted tweets and Snapchat filters. MEDIA PLAN

DIGITAL MEDIA HOMEPAGE TAKEOVERS We plan to take over three websites with a full page advertisement and spent $4,400,000. The sites will include ESPN.com, Yahoosports.com and NFL.com. All three of these websites attract people who are die hard sports fans, the same people Buffalo Wild Wings wants to attract. They go to great lengths to follow their teams and play fantasy sports so they can fully immerse themselves in the experience.33

SEARCH ENGINE OPTIMIZATION We will do this once a year to ensure that Buffalo Wild Wings is easily found.

SEARCH ENGINE MARKETING keywords chicken wings buffalo wings gameday wings buffalo wild wings

wings beer sports game day food sports restaurants sports hangouts best game day atmosphere

We will advertise heavily on streaming services because that is a significant medium in which our target audience views television, especially the younger â&#x20AC;&#x153;Jakesâ&#x20AC;? group.33 We will spend a total of $6,280,000 on services that include Hulu, YouTube, YouTube TV and Spotify. Our biggest expense within this group is Hulu, which we will advertise on year round. On YouTube, we will use a combination of instream advertisements and unstoppable video.

STREAMING SERVICES

BANNER ADS We will have four banner advertisements that will total $450,000. Of these, two will be on ESPN.com but one will be targeted and the other will be untargeted. Additionally, we will have non-targeted banner advertisements on Gamestop. com and Yahoosports.com. These three websites are frequented by our target audience.33 Some of our banner advertisements will animated to attract viewer attention. These will help promote both our Sauce Sprint event and Buffalo Wild Wings as a whole. All of the media data compiled in this section was gathered from Simmons OneView.33 MEDIA PLAN

PR & PROMOTIONS

PUBLIC RELATIONS STAKEHOLDERS firm

customers

Each one of Buffalo Wild Wings’ stakeholders plays a prominent and unique role in the success of the brand. Buffalo Wild Wings is under the American private equity firm, Roark Capital Group, as well as Inspire Brands– a multi-brand restaurant group partially owned by Roark Capital Group.

Buffalo Wild Wings is particularly grateful for loyal customers, for without them, Buffalo Wild Wings would fail to find success. In fact, according to Medium.com, Buffalo Wild Wings has the most loyal customers among other CDR counterparts based on rankings in key categories such as visit frequency, market penetration, share of wallet and fanaticism threshold.34 We are dedicated to making Buffalo Wild Wings a hub for old friends to gather, and for new friends to be created through our common love for wings, beer and sports.

suppliers & distributors

employees

Buffalo Wild Wings’ suppliers and distributors of our delicious chicken wings remain important stakeholders. As a part of our Code of Ethics and Business Conduct, Buffalo Wild Wings expects its suppliers to be respectful of laws and to behave ethically. We are actively discussing new methods of reducing risk of slavery and human trafficking in our direct supply chain, whether this be through the development of internal accountability standards or training for our supply chain managers. Buffalo Wild Wings takes a proactive approach to managing the quality of the food that is served.

The employees of Buffalo Wild Wings are also influential stakeholders within the company. We strive to ensure a multitude of benefits and resources for our employees such as partial tuition reimbursement programs, incentive programs, a comprehensive training program, and considerable opportunity for advancement.

PUBLIC OPINION When examining overall public opinion of Buffalo Wild Wings as represented on social media, over half (66 percent) of overall online posts showcase positive subject sentiment, with about 4.5 percent of

overall online posts showing somewhat mixed or neutral subject sentiment.35 While this certainly still leaves some room for improvement, Buffalo Wild Wings overall public sentiment remains quite positive. PR & PROMOTIONS

MEDIA RELATIONS STRATEGY MEDIA CONTACTS

RATIONALE

Game Informer Magazine

ESPN

Men’s Fitness Magazine

Men’s Health Magazine

Andy McNamara

Katina Arnold

Tim Fernandes

Ashleigh Morley

Editor-In-Chief

VP of Communications

Commercial Director

Branded Content Editor

andy@gameinformer. com

karnold@espn.com

tim@www. mensfitnessmagazine. com.au

amorley@menshealth. com

Sports Illustrated

SportsCenter

MLB.com

NFL.com

Ben Reiter

Cari Champion

Scott Braun

Lindsay Rhodes

Senior Writer

Anchor

Network Host/Reporter

Host/Reporter

reiter@si.com

cchampion@espn.com

sbraun@mlb.com

lindsayrhodes@nfl.com

It is vital that Buffalo Wild Wings has a wide range of contacts within a variety of media outlets in order to ensure a large reach. We have chosen to direct the majority of our attention to these eight outlets because they have been shown to be popular among our primary and secondary markets.36 They also correspond well with the sporty, game day vibe that Buffalo Wild Wings emits. Our primary target market of “Jakes” enjoy reading Game Informer Magazine and check ESPNews frequently. Our primary target is also an avid viewer of SportsCenter.37 In fact, about one quarter of individuals who visit Buffalo Wild Wings each month also have viewed SportsCenter in the last four weeks.38 As for our secondary market of “Jasons,” they are significantly more likely to read Men’s Fitness and Men’s Health over other magazines such as GQ, and tend to also read ESPN and Sports Illustrated magazines.39 This group encompasses fairly regular viewers of Monday Night Football, MLB, as well as SportsCenter. Sites such as MLB. com and NFL.com are where our secondary target market receives updates on the latest sports news.40 We plan to foster strong relationships with these contacts with the goal of receiving coverage for our “Home Team Advantage” campaign, as Buffalo Wild Wings’ brand image resonates well with these media outlets. PR & PROMOTIONS

MEDIA RELATIONS STRATEGY In order to ensure that Buffalo Wild Wings is not only receiving plenty of media coverage, but receiving positive media coverage, our PR team will track media extensively and timely through Google alerts. This way, we can immediately assess the accuracy of the coverage Buffalo Wild Wings is receiving and therefore determine whether or not we must reach out to the public ourselves with clarifying or supplemental information. Our PR team will also be extremely active on all of Buffalo Wild Wings’ social media accounts, ensuring that the public receives a timely, sincere, and effective response if or when they direct a message towards Buffalo Wild Wings. We understand that our

ENSURING COVERAGE

primary target market encompasses heavy users of social media;41 therefore, we will dedicate significant effort towards fostering positive, authentic connections with our customers – and the public in general – on all our social media accounts. It is important to us to manage public opinion and track media coverage so that we may sustain our positive brand image while showcasing transparency and responsiveness to consumers. To facilitate positive connections with the media, we will focus on building long-term relationships with media contacts rather than simply treating our contacts as a means to an end; we will make a point of sharing relevant news and information about Buffalo Wild Wings on a regular basis so that reporters can be proactive in creating story angles. We are confident that employing such a strategy will aid in receiving plentiful and favorable coverage long-term. Quotes and press materials will be prepared and approved promptly so that what we provide to the media is consistently reliable and timely. We will also focus on fostering relationships with third-party experts so that they may be on-hand as a resource for the media, and so that we may obtain greater control of the material we’re attempting to convey. Our PR team will be utilizing social media as another tool to create strong connections with the media by means of sharing and commenting on reporters’ digital news. This will aid in higher engagement and traffic, consequently aiding in the likelihood that the media will want to continue covering Buffalo Wild Wings.

PR & PROMOTIONS

EVENTS & PROMOTION SAUCE SPRINT overview In order to kick off our campaign, we plan to host a Buffalo Wild Wings Sauce Sprint at each of the first Big Ten football games of the season. The only Big Ten schools that will not have the Sauce Sprint are Penn State University and Rutgers University due to the lack of a Buffalo Wild Wings on their campuses. The Buffalo Wild Wings Sauce Sprint is quite similar in nature to the Brewers Sausage Race; all 16 of our sauces will be featured as the sauce bottle mascots race across the fields. Each sauce mascot will be visibly designated to a certain student section so that those students within the winning sauce’s section can bring in their ticket to participating Buffalo Wild Wings to receive 20 percent off their order. By hosting a promotional event located at the first Big Ten football games of the season, we are successfully targeting our largest market in terms of both location and target audience: the midwest, and the “Jakes,” or college-age skewed males. The race will take place during half-time, and since a large portion of students leave the game shortly after half-time, Buffalo Wild Wings will likely be at the forefront of their mind when making the decision of where to grab a bite to eat after the game. Even for those fans who are dedicated enough to stay through the entire game, the excitement and attention generated by the Sauce Sprint will put Buffalo Wild Wings in the minds of thousands of potential consumers.

promotion We will promote the Sauce Sprint through a banner ad, bus wrap, and radio ad. Sauce Sprint advertising will premiere first in the form of the radio ad, as this mode of promotion will likely have the largest reach, and will be able to include the most detail in terms of informing the audience about the main logistics. The banner ad and bus wrap will launch one week after the first airing of the radio ad. This way, for those who have already seen the commercial, these other forms of promotion will serve as positive reinforcement, and for those who have not viewed the commercial, their interest will be peaked by our playful and creative advertisements. The banner ad will feature the sauce mascots running across the ad from left to right and will keep playing in a loop. The banner will clearly display Buffalo Wild Wings’ name, and once the user hovers their mouse over the ad (even if only to exit out of it), details regarding when and where the Sauce Sprints will be taking place will appear on the banner. The banner ad will appear on ESPN.com, Yahoo Sports, and GameStop.com. PR & PROMOTIONS

EVENTS & PROMOTION SAUCE SPRINT promotion Finally, the bus wrap will include an image of the sauce mascots running alongside the bus with text alerting viewers to attend their first home football game for a chance to receive 20 percent off their next Buffalo Wild Wings order, and will be featured on buses that frequent Big 10 campuses.

Since the ultimate objective of our campaign strategy is to reaffirm brand image, it is essential that we strengthen and solidify the emotions and values linked to Buffalo Wild Wings â&#x20AC;&#x201C; high energy, intense loyalty, and a devout sense of community. We believe that thereâ&#x20AC;&#x2122;s no better way to do so than through

our Sauce Sprint where each student section is brought together to root their Buffalo Wild Wings sauce to victory. Furthermore, this promotional event will allow us to reinforce the core message behind our brand that is our ability to immerse you in the game-day experience.

PR & PROMOTIONS

EVENTS & PROMOTION TWITTER CONTEST

#buffalowildwinners

We also plan to run a philanthropic and promotional contest on Twitter in efforts to generate positive buzz and increase the reach of our brand to a wider audience. Contestants will tweet a photo of themselves with the rest of their “gameday crew” with the hashtag #BuffaloWildWinners for a chance to win a player-signed jersey from their hometown NFL team. The contest will run for two weeks in October so that the “Jakes” are able to take photos from their college football games; however the “Jasons” also have the opportunity to participate, whether they are cheering on their alma mater, or their favorite NFL team. For each photo tweeted, Buffalo Wild Wings will also donate $1 to the Boys & Girls Clubs of America ALL STARS program in support of sports teams and facility improvement projects at local Clubs, as part of Buffalo Wild Wings’ Team Up for Kids mission. In order to increase visibility of the contest, we will advertise it on our website for the duration of the contest. We will also have two promoted tweets and an Instagram post alerting individuals to participate in our contest, as well as a Snapchat filter promoting #BuffaloWildWinners. At the end of the two weeks, we will select a winner via computer-randomized selection.

This Twitter contest will help strengthen our core brand position, showcasing and promoting the connection between comradery and team sports through photos of individuals and their fellow sports fans. What’s more is that we will do so while providing financial support to the communities who support us. Buffalo Wild Wings has 675,300 Twitter followers; therefore we anticipate a vast reach as a result of this contest.

PR & PROMOTIONS

EVENTS & PROMOTION “DELICIOUS DUOS” NIGHT

find your dream team

overview

—

In an effort to also appeal to the “Jasons” – our secondary target market – we will host a beer and sauce pairing event called, “Delicious Duos” night at select Buffalo Wild Wings Los Angeles locations, specifically those located within more suburban areas so as to better target the “Jasons.” We chose Los Angeles for this promotion due to its large size and relatively different make-up from the majority of the rest of our markets. Because of its diverse make-up, this is a market that could possibly get away from us; therefore we want to ensure specific targeting of this area to further increase the competitiveness of Buffalo Wild Wings. This promotion will be a sort of spin-off of a wine and cheese pairing event, but more tailored to our secondary market. We will have a list of our beers paired with each one of our sauces based on their flavor profile, and will be encouraging event attendees to “find their dream team,” or which beer and sauce pairing they enjoy best. We will promote this event as a fun, laid-back night out for the first-time-dad demographic – a chance to get away from it all and get lost in the sauce, quite literally. PR & PROMOTIONS

EVENTS & PROMOTION “DELICIOUS DUOS” NIGHT reasoning Attendees will pay a flat $13 fee to participate in the tasting of various recommended Buffalo Wild Wings sauce and beer pairings. The beer and sauce pairing event will have two dates – a Friday and Saturday during mid-January – for attendees to pick from. By hosting the event during the middle of January, we hope to place Buffalo Wild Wings at the forefront of consumers’ minds as the Super Bowl approaches in the first week of February, letting them know that Buffalo Wild Wings is the place to be for the ultimate Super Bowl viewing experience. In terms of promoting this event to the public, we will have cardboard cutouts of our most popular sauces as well as glasses of beer in various sporting goods stores within the L.A. area. We will also push the event through promoted posts of online flyers posted on all of our social media accounts (Facebook, Twitter, Instagram, Snapchat), as well as two direct mail pieces designed to serve as informal invitations for the beer and sauce pairing event. This event will assist Buffalo Wild Wings in showcasing that we are not merely a family sit-down restaurant, but rather a cool hang-out spot with exceptional wings and beer. We feel as though this event will do a great job of promoting our beers and increasing their visibility on our menu. Our slogan is after all, “Wings. Beer. Sports.” and we want to ensure that both our revenue stream and our customers’ knowledge base reflects this trifecta.

BUDGET SAUCE SPRINT

twitter contest

delicious duos event

$350,000

$225,000 + Boys & Girls Clubs of America donation; based on number of Tweets posted

$285,000

BLAZIN’ REWARDS APP We will be utilizing the Buffalo Wild Wings Blazin’ Rewards app to employ geofenced push notifications for app users when they are within a certain radius of a Buffalo Wild Wings restaurant. These notifications will primarily be to simply reach out to potential customers and put Buffalo Wild Wings on their radar. Since they will already be in close proximity to a Buffalo Wild Wings restaurant, we hope these app alerts will serve as the small extra push to get customers to come in. These messages will be fairly whimsical, humorous and/or relevant to current pop culture trends among our primary target market (i.e. “Let us be your wingman. Stop in to Buffalo Wild Wings where we always have the home team advantage”). Occasionally we will also run promotions through the push notifications such as limited-time discounts to further induce a sense of urgency in customers and bring them in to Buffalo Wild Wings.

PR & PROMOTIONS

FOR IMMEDIATE RELEASE

Contact: Madeline Collins; Buffalo Wild Wings (800) 456-7568 or mcollins@buffalowildwings.com

Buffalo Wild Wings set to bring the Big 16 to the Big Ten Buffalo Wild Wings launches first-ever Sauce Sprint at the first Big Ten home opener football games. MADISON, Wis. (August 30, 2019) — Buffalo Wild Wings is helping to kick off this years’ Big Ten football season with its first-ever Sauce Sprint at each of the first Big Ten home football games.42 College football game attendees will get the chance to cheer on Buffalo Wild Wings’ 16 sauce bottle mascots in hopes of scoring 20 percent off their next Buffalo Wild Wings order. The Buffalo Wild Wings Sauce Sprint will make its first appearance September 14th during halftime at the Indiana vs. Ohio State game at Indiana University. Buffalo Wild Wings will be featuring all 16 of their sauces on the field, and will hold races for each Big Ten University’s first home football game.43 The student section that corresponds with the winning sauce bottle mascot simply must show their game ticket to their Buffalo Wild Wings server in order to redeem the 20 percent off their order. “At Buffalo Wild Wings, we’re all about immersing our customers in the ultimate gameday experience,” said Buffalo Wild Wings President Lyle Tick. “We thought, what better way to achieve that mission than bringing our sauces to college gameday itself?” Tick says that the Sauce Sprint is just the first of many “game-changing” promotions to be set forth as a part of Buffalo Wild Wings’ new “Home Team Advantage” campaign. The full 2019 Big Ten football schedule with corresponding Sauce Sprint dates can be found at www.buffalowildwings.com/saucerace. ### Penn State University and Rutgers University campuses will be excluded from the Sauce Sprint due to lack of Buffalo Wild Wings locations on their campuses. 43 Again, Penn State University and Rutgers University campuses will be excluded from the Sauce Sprint due to lack of Buffalo Wild Wings locations on their campuses. 42

FOR IMMEDIATE RELEASE

Contact: Madeline Collins; Buffalo Wild Wings (800) 456-7568 or mcollins@buffalowildwings.com

Buffalo Wild Wings Invites L.A. Community to “Find Your Dream Team” at its Delicious Duos Event Buffalo Wild Wings creates beer and sauce pairing event to take place at select L.A. locations LOS ANGELES (January 14, 2019) — Buffalo Wild Wings is putting its own spin on the age-old wine-and-cheese night by announcing the premiere of its first beer and sauce pairing event at select L.A. Buffalo Wild Wings locations. For a flat fee of $13, attendees will have the opportunity to participate in the tasting of various recommended Buffalo Wild Wings sauce and beer pairings. Customers are encouraged to “find their dream team” of sauce and beer they enjoy the most. This event will take place January 18-19 at Buffalo Wild Wings’ Howard Hughes, Hollywood Blvd., and Baldwin Hills locations. Interested individuals can register to attend “Delicious Duos” night on buffalowildwings.com and choose their nearest Buffalo Wild Wings L.A. location. Each L.A. restaurant will have up to 50 spots available. Buffalo Wild Wings hopes to attract fellow wings, sports and beer lovers alike for a fun, laid-back night out. “We’re truly honored to be recognized for our delicious wings, and we want to make sure our customers know what an impressive beer selection we have, too,” said Buffalo Wild Wings Chief Marketing Officer Seth Freeman. “It’s extremely important to all of us at Buffalo Wild Wings that our customers have the chance to try out our various menu options so that they can have the best experience possible each time they dine with us.” While Buffalo Wild Wings is launching “Delicious Duos” night solely in the L.A. area, Freeman says to stayed tuned for more “Delicious Duos” nights at a Buffalo Wild Wings near you. “We are already amazed by the number of individuals who have registered for this event,” Freeman said. “Based on this success, we will certainly discuss expanding this promotion to other cities in the future.” ###

PR & PROMOTIONS

MEDIA KIT CONTACT MADELINE COLLINS mcollins24@wisc.edu (414)-322-1480

HISTORY Buffalo Wild Wings is a United States food company and the largest sports bar brand in the United States. Headquartered in Minneapolis, Minnesota, the company has over 1,200 restaurants in 10 countries. Jim Disbrow and Scott Lowery founded the company in 1982. Lowery’s parents had become Disbrow’s guardians, as they were his ice skating coaches. After Disbrow had finished judging an amateur figure skating competition at Kent State University, the pair met up to get some Buffalo-style chicken wings to eat. Failing to find any restaurant serving them, they decided to open their own restaurant serving wings. For the first location, they strategically selected a location near the Ohio State University at Columbus as they wanted to target to sport and beerloving college students.44

FACT SHEET company mission

Buffalo Wild Wings’ mission is to WOW people every day. We are guest-driven, team-focused, community-connected, and dedicated to excellence. We practice friendly service, and strive to bring our customers great food, fun, and value. We treat our team members with positivity and encouragement. The communities in which we serve are exceptionally important to us; therefore we are constantly creating ways in which we can help make these communities better places to live and grow in. Finally, we will WOW our franchisees and stakeholders with top-notch financial results and overall performance.45

The most requested sauces on the Buffalo Wild Wings menu are Honey BBQ – our number one favorite by far – followed by medium, and then a tie for third between Spicy Garlic, Asian Zing, and Parmesan Garlic. Alcohol represents about one quarter of restaurant sales, with the top three selling beers being Bud Light, Coors Light, and Miller Lite.46

PR & PROMOTIONS

MEDIA KIT community giving Buffalo Wild Wings is committed to supporting the development and growth of local communities. Since we have begun our Eat Wings, Raise Funds. program, Buffalo Wild Wings restaurants have donated more than $1 million to local organizations that aid youth and families in need, military families, and disaster relief efforts.47 Buffalo Wild Wings has also teamed up with the Boys & Girls Clubs of America to support the ALL STARS organized league sports and recreation program which offers flag

key executives 49 football, basketball, and soccer for youth ages 6-18 years old. Through the ALL STARS program, Buffalo Wild Wings aims to increase opportunities for physical activity while teaching young people skills to help them succeed on and off the field. Buffalo Wild Wings’ motto for the program – TEAM UP FOR KIDS™ – centers on the idea that there is a champion in every child. We are committed to helping build communities where all kids can thrive, compete and belong to a team.

scholarships Buffalo Wild Wings is committed to helping individuals achieve personal growth in their lives. In 2016, Buffalo Wild Wings donated $100,000 to the National Restaurant Association Educational Foundation to create six scholarships for the hospitality industry. In 2017, Buffalo Wild Wings donated 4285,000 and provided 36 scholarships to assist in young adults achieving their career goals.48 These scholarships also supported

the ProStart program – a program that helps develop high school students achieve leadership status in the hospitality industry. ProStart involves more than 95,000 students in 1,700 high schools over 47 states, Guam, and U.S. military bases. Finally, Buffalo Wild Wings provides two Buffalo Wild Wings Founders’ Scholarships to students from the Minnesota area.

Lyle tick President Barry Barnett

JOHN BOWIE

Seth Freeman

Chief Operating Officer Alexander H. Ware

Chief Marketing Officer Emily C. Decker

Jeffrey B. Sorum

Santiago M. Abraham

Senior VP, General Counsel & Secretary Heather L. Pribyl

Chief Accounting Officer, Senior VP and Corporate Controller

Chief Information Officer

Director of Investor Relations

SVP, Global Supply Executive VP, CFO & Chain Treasurer

board members nilis H. Okeson

j. David Pipes

Paul j. Brown

social media Twitter

facebook

instagram

@BWWings

@BuffaloWildWings

@bwwings

PR & PROMOTIONS

APPENDIX SITUATION ANALYSIS

CAMPAIGN STRATEGY PR & PROMOTIONS

1.http://www.fundinguniverse.com/company-histories/buffalo-wild-wings-inc-history/

28. https://oneview.simmonsresearch.com/

34.https://medium.com/foursquare-direct/which-casual-dining-

3. http://www.fundinguniverse.com/company-histories/buffalo-wild-wings-inc-history/

30. https://oneview.simmonsresearch.com/

35.https://atlas.infegy.com/atlas/dashboard/@%5BstartDate:’3+

2. https://www.eater.com/2017/11/29/16710412/buffalo-wild-wings-history-arbys-acquisition 4. http://www.fundinguniverse.com/company-histories/buffalo-wild-wings-inc-history/ 5. http://www.fundinguniverse.com/company-histories/buffalo-wild-wings-inc-history/ 6. http://www.fundinguniverse.com/company-histories/buffalo-wild-wings-inc-history/

7.https://www.usatoday.com/story/money/2017/11/28/arbys-buffalo-wild-wings/900520001/

29. https://oneview.simmonsresearch.com/ 31.https://www.foodnewsfeed.com/fsr/chain-restaurants/ buffalo-wild-wings-we-do-not-want-be-next-applebees

chain-has-the-most-loyal-customers-39de9487d94b

Months+Ago’&&endDate:’Now’%5D-%5Bis_using_query_

builder:true&&start_date:’3+Months+Ago’&&end_date:’Now’&&

query_builder_detail:%5Band_items:@%5Blabel:’Buffalo+Wild+

8.https://money.cnn.com/2017/11/28/news/companies/arbys-buffalo-wild-wings/index.html

CREATIVE PLAN

Wings’&&value:’ZUMd’&&type:’entity’&&icon_type:’company’&&

10.https://www.washingtonpost.com/news/food/wp/2017/07/31/with-prices-rising-cheap-chicken-wings-may-be-

https://oneview.simmonsresearch.com/

37. https://oneview.simmonsresearch.com/

11.https://www.washingtonpost.com/news/food/wp/2017/07/31/with-prices-rising-cheap-chicken-wings-may-be-

https://www.webpagedepot.com/chilis-grill-amp-bar

12.https://www.washingtonpost.com/news/food/wp/2017/07/31/with-prices-rising-cheap-chicken-wings-may-be-

restaurant/

13.https://www.restaurantbusinessonline.com/financing/rising-labor-cost-restaurants-250-million-2017

wild-wings-banking-boneless https://europefineartphotos.

15. https://www.restaurantbusinessonline.com/financing/there-no-room-any-more-restaurants

https://europefineartphotos.photoshelter.com/image/

17. https://oneview.simmonsresearch.com

history/winter-1893-greece-is-bankrupt-summer-1896-it-hosts-

19. https://fridays.com.cy/offers/birthday-club/

https://www.constructionequipmentguide.com/on-holy-

39de9487d94b

https://twitter.com/bristolcity/status/849329186879754247

22.https://www.cnbc.com/2018/08/09/buffalo-wild-wings-wants-to-add-sports-betting-to-its-menu.html

MEDIA PLAN

9.https://www.nrn.com/mergers-acquisitions/arby-s-buffalo-wild-wings-new-parent-inspire-brands-debuts a-thing-of-the-past/?utm_term=.0e6192b0e6e6

https://www.buffalowildwings.com/

a-thing-of-the-past/?utm_term=.0e6192b0e6e6

https://www.hospitality-school.com/handle-angry-guest-hotel-

a-thing-of-the-past/?utm_term=.0e6192b0e6e6

https://www.foodnewsfeed.com/fsr/chain-restaurants/buffalo-

14.https://www.restaurantbusinessonline.com/financing/chick-fil-has-displaced-starbucks-teens-favored-chain

photoshelter.com/image/I0000lujRhadxIuk

16. https://oneview.simmonsresearch.com

I0000lujRhadxIuk https://www.independent.co.uk/life-style/

18. http://www.latimes.com/business/la-fi-dine-equity-20180221-story.html#

the-first-modern-olympics-6257912.html

20.https://medium.com/foursquare-direct/which-casual-dining-chain-has-the-most-loyal-customers-

ground-how-wrigley-field-got-built/38048

21.https://www.fool.com/investing/general/2015/09/16/5-ways-buffalo-wild-wings-differentiates-itself.aspx 23.https://www.thestreet.com/video/inspire-brands-ceo-here-are-the-biggest-changes-coming-to-buffalo-wildwings-14701848

24.https://www.buffalowildwings.com/globalassets/pdfs/press-kit/2014-1994_bww_style-guide.pdf 25.https://atlas.infegy.com/atlas/dashboard/@%5BstartDate:’3+Months+Ago’&&endDate:’Now’%

index:1%5D;%5D%5D;/overview

36. https://oneview.simmonsresearch.com/ 38. https://oneview.simmonsresearch.com/ 39. https://oneview.simmonsresearch.com/ 40. https://oneview.simmonsresearch.com/ 41. https://oneview.simmonsresearch.com/

44. http://www.fundinguniverse.com/company-histories/buffalowild-wings-inc-history/

45.https://www.referenceforbusiness.com/history2/17/BuffaloWild-Wings-Inc.html

46. https://www.cnbc.com/id/45884538

47. https://www.buffalowildwings.com/en/company/giving/ 48. https://www.buffalowildwings.com/en/company/giving/

49.https://www.bloomberg.com/research/stocks/private/people. asp?privcapId=103374

32.https://www.infolinks.com/

33.https://oneview.simmonsresearch.com/

5D-%5Bis_using_query_builder:true&&start_date:’3+Months+Ago’&&end_date:’Now’&&query_

builder_detail:%5Band_items:@%5Blabel:’Buffalo+Wild+Wings’&&value:’ZUMd’&&type:’entity’&&icon_ type:’company’&&index:1%5D;%5D%5D;/overview 26.https://atlas.infegy.com/ 27.https://atlas.infegy.com/

APPENDIX