BWLD » Topics » Marketing and Advertising

These excerpts taken from the BWLD 10-K filed Feb 27, 2009.

Marketing and Advertising

          We have created a unique marketing program designed to communicate a distinctive and consistent brand that differentiates Buffalo Wild Wings® restaurants from our competitors and that showcases our food and our brand in a fun and energetic atmosphere. These efforts include national marketing campaigns and irreverent, award-winning advertising to support both our company-owned and franchised restaurants. The primary goal of these efforts is to build brand awareness throughout the United States. In addition, advertising campaigns are also designed to: i) drive positive same-store sales through additional visits by our existing guests and visits by new guests, ii) increase margins, iii) increase average order size, and iv) support strong restaurant openings.

          Marketing Campaigns. Our primary marketing campaigns focus on our experience or a particular menu item, day or daypart in an attempt to drive traffic and build brand awareness. For example, in 2008 we promoted the rollout of our new Slammers™ and Wild Flatbreads™ menu items as well as developed two new TV commercials highlighting why YOU HAVE TO BE HERE® at Buffalo Wild Wings. Our secondary marketing campaigns focus on reaching beyond the core Buffalo Wild Wings® guest. Given our strategy to be a neighborhood destination, community marketing is also a key to driving sales and developing brand awareness in each market. Our restaurants actively sponsor local sporting teams and sporting events to drive guest traffic associated with those activities.

          Advertising. Our media advertising focuses on positioning the Buffalo Wild Wings® brand as an inviting neighborhood dining location. Our commercials, print advertisements and radio spots are irreverent by design and have been recognized in the restaurant and advertising industries for their creativity.

          Franchise Involvement. System-wide campaigns and promotions are developed and implemented with input from the Buffalo Wild Wings National Advertising Advisory Board. This volunteer board includes six franchisees, elected annually by their peers, and meets regularly to review marketing strategies, provide input on advertising messages and vendor co-op programs, and discuss marketing objectives.

Marketing and Advertising



          We
have created a unique marketing program designed to communicate a distinctive
and consistent brand that differentiates Buffalo Wild Wings®
restaurants from our competitors and that showcases our food and our brand in a
fun and energetic atmosphere. These efforts include national marketing
campaigns and irreverent, award-winning advertising to support both our
company-owned and franchised restaurants. The primary goal of these efforts is
to build brand awareness throughout the United States. In addition, advertising
campaigns are also designed to: i) drive positive same-store sales through
additional visits by our existing guests and visits by new guests, ii) increase
margins, iii) increase average order size, and iv) support strong restaurant
openings.



          Marketing
Campaigns
. Our primary marketing campaigns focus on
our experience or a particular menu item, day or daypart in an attempt to drive
traffic and build brand awareness. For example, in 2008 we promoted the rollout
of our new Slammers™ and Wild Flatbreads™ menu items as well as developed two
new TV commercials highlighting why YOU HAVE TO BE HERE®
at Buffalo Wild Wings. Our secondary
marketing campaigns focus on reaching beyond the core Buffalo Wild Wings®
guest. Given our strategy to be a neighborhood destination, community marketing
is also a key to driving sales and developing brand awareness in each market.
Our restaurants actively sponsor local sporting teams and sporting events to
drive guest traffic associated with those activities.



          Advertising. Our media advertising focuses on
positioning the Buffalo Wild Wings® brand as an inviting
neighborhood dining location. Our commercials, print advertisements and radio
spots are irreverent by design and have been recognized in the restaurant and
advertising industries for their creativity.



          Franchise
Involvement
.
System-wide campaigns and promotions are developed and implemented with input
from the Buffalo Wild Wings National Advertising Advisory Board. This volunteer
board includes six franchisees, elected annually by their peers, and meets
regularly to review marketing strategies, provide input on advertising messages
and vendor co-op programs, and discuss marketing objectives.



This excerpt taken from the BWLD 10-K filed Mar 28, 2005.

Marketing and Advertising

 

We have created a unique marketing program designed to communicate a distinctive and consistent brand that differentiates Buffalo Wild Wings from our competitors and that showcases our food in a fun and energetic

 

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atmosphere. These efforts include marketing programs and irreverent, award-winning advertising to support both our company-owned and franchised restaurants. The goal of these efforts is to: i) drive positive same-store sales through additional visits by our existing guests and encourage visits by new guests, ii) increase margins, iii) increase average order size, iv) facilitate strong restaurant openings, and v) build brand awareness.

 

Marketing Campaigns. Our primary marketing campaigns focus on a particular menu item, day or daypart in an attempt to drive traffic. For example, in 2004 we developed a campaign to promote the rollout of our new “Popcorn Shrimp” menu item. Our secondary marketing campaigns focus on reaching beyond the core Buffalo Wild Wings guest. Given our strategy to be a neighborhood destination, local area marketing is also a key to developing brand awareness in each market. Our restaurants actively sponsor local sporting teams and sporting events to drive guest traffic associated with those activities.

 

Advertising. Our media advertising focuses on positioning the Buffalo Wild Wings brand as an inviting neighborhood dining location. Our commercials, print advertisements and radio spots are irreverent by design and have been recognized in the restaurant and advertising industries for their creativity.

 

Franchise Involvement. System-wide campaigns and promotions are developed and implemented with input from the Buffalo Wild Wings National Advertising Advisory Board. This volunteer franchisee board is elected by franchisees annually and meets regularly to review marketing strategies, provide input on advertising messages and vendor co-op programs, and discuss marketing objectives.

 

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