Plan Bo2019ok VICTORIA JORDAN Account Director LI MA Research Director RAYNA BATTISTA Creative Director JONAH BLOCKER Creative Director LAUREN MELLO Media Director CARA MCCABE Public Relations Director CLAIRE FEICHTMEIER Public Relations Director
2 Table of Contents
Situation Analysis 4 - 20 Campaign Strategy 21 - 31 Creative Plan 32- 44 Media Plan 45 - 58 Public Relations Plan 59 - 72 Sources 72 - 77
3 Situation Analysis
Li Ma
4 Situation Analysis
Client background
Founded: 1982, by Jim Disbrow and Scott Lowery Headquarters: Minneapolis, MN, United States President: John Bowie (Since February 2018)
History
Founded in 1982 by Jim Disbrow and Scott Lowery, Buffalo Wild Wings is an American casual dining restaurant and sports bar franchise in the United States, Canada, India, Mexico, Oman, Panama, Philippines, Saudi Arabia, United Arab Emirates, and Vietnam which specializes in Buffalo wings and sauces. It operates a chain of 1,250 Buffalo Wild Wings Grill & Bar quick-casual dining pots that specialize in serving Buffalo-style chicken wings[1].
In 1995, Buffalo Wild Wings designed a new prototype freestanding outlet with clear separation between the bar and dining areas and seating (a shift in strategy from a college sports-bar to casual dining). In 2000, it expanded the business within 19 states and 140 locations with one finally in the city of its signature menu item, Buffalo, New York. It started to expand in 2000. In 2001, system-wide revenue were $150 million with same stores averages growth of 8 percent per year. Meanwhile, it signed on Frito-Lay to its plans for branded potato chips to the retail market in 2001. Roark Capital Group and The Wendy’s Company co-owned Arby’s Restaurant Group announced its plan to purchase the chain for about $2.4 billion plus debt in 2017.[1] In 2018, Buffalo Wild Wings, Inc. (BWW) and Arby’s Restaurant Group (ARG) announced the successful completion of the acquisition of BWW by ARG for $157, 00 per share in cash. The transaction was approved by BWW’s stockholders at a special meeting of stockholder held on February 2, 2018. As a result of the completion of the acquisition, BWW’s common stock ceased trading on The NASDAQ Global Select Market close on February 5, 2018. [2] This is a huge shift for Buffalo Wild Wings; the operation method, management strategy and sales ways become very different than before. 5 Situation Analysis
Industry Trends
Buffalo Wild Wings, can be categorized as casual restaurant, is experiencing a huge industry trend in 2018.
There are more ‘create your own’ trend in this industry. Each meal can be personalized, just the way customers like it, right in front of their eyes. Moreover, convenience is also very important. Casual dining isn’t dead, but it’s becoming much harder for these brands to compete with the convenience that the quick service restaurants have to offer.
Also, more than 35 brand acquisitions took place in a race to dominate the restaurant industry. Arby’s acquired Buffalo Wild Wings are created Inspire Brands to help refocus the brand and keep both moving in the right direction. [3] Buffalo Wild Wings is experiencing the huge challenge in positioning themselves, targeting right audiences and provide convenience for consumers in the casual restaurant industry in 2018.
Competitor Analysis
Applebee’s Grill Bar and TGI Friday Restaurant and Bar are two competitors for Buffalo Wild Wings.
Applebee’s Grill Bar: Similar as Buffalo Wild Wings, Applebee’s Grill Bar is an American company which develops, franchises, and operates the Applebee’s Neighborhood Grill+Bar restaurant chain. [4]
TGI Friday Restaurant and Bar: The same as Buffalo Wild Wings, TGI Fridays is an American restaurant china focusing on casual dining. [5]
6 Situation Analysis
Partner Brand Buffalo Wild Wings is creating its own daily fantasy sports hub. In a partnership announced by restaurant chain, Buffalo Wild Wings has teamed with DFS giant DraftKings to create a custom fantasy football game within each of the company’s 1200 plus restaurants nationwide. It aimed to deliver an customer experience that they can’t get anywhere else.
7 Situation Analysis
Consumer Analysis According to Simmons OneView Data, the primary consumer of Buffalo Wild Wings falls within these ages:
From these data and other research, we can figure out that many of Buffalo Wild Wings consumers enjoying the feeling of being in a stadium and watching a sporting event live at a fraction of what a customer would need to pay for the real thing while also having food and drink
Also, Buffalo Wild Wings is also the country’s biggest pourer of draft beer (30 brands to choose from the restaurant adopts a three-tier system for serving beer, a global tier for global brands, a regional tier for regional brands and a local tier for local brands).
Buffalo Wild Wings primary target audience are mainly sports aficionados and socialites who want to make the game an experience. Compared with other Grill and Bar consumers, Buffalo Wild Wings’ consumers come to chow down, have fun, and cheer on their team. What they most pay attention on is the sport environment in the restaurant. Its secondary target audience maybe family or friends as a whole group for weekly or specific purpose meeting.
Brand Analysis
Positioning and Values
Buffalo Wild Wings positions themselves as a sports bar, “the ultimate place to eat wings, grab a cold one and meet your friends to watch a game.” They also vow to practice “good citizenship” by helping to make communities around their business live, work and grow, and to satisfy stakeholders by providing “industry-leading financial results and operational performance [5].
8 Situation Analysis
Buffalo Wild Wings has partnerships with both Team Up for Kids and Boys and Girls Club of America to show that they are dedicated to community building and giving back [6].
Recently, as millenials have started to ditch fast food chains for making food at home, Buffalo Wild Wings has seen slumping sales. Because of this, they are working to rebrand themselves as a casual dining place rather than a sports bar [7]. Target Audience
Buffalo Wild Wings’ target audience is mainly sports aficionados and socialites who want to make the game an experience. Compared with other Grill and Bar consumers, Buffalo Wild Wings’ consumers come to chow down, have fun, and cheer on their team.
Branding Execution
Buffalo Wild Wings’ latest ad campaign, “Escape to Football,” is comprised of four different 30 second commercials revolving around the same theme. Whether a person is at a PTA meeting, or taking family photos, they all have the same mission: get to Buffalo Wild Wings to watch the game [8]. These commercials, which aired in August, were strategically played right before football season began, to draw in consumers that go to bars to watch football or partake in a fantasy draft with their friends. This shows that Buffalo Wild Wings still puts a large emphasis on sports.
Website
Since Buffalo Wild Wings’ website is a place where consumers can browse food selections, make online orders and access promotions, it is important that the website is easy to navigate and aesthetically pleasing.
9 Situation Analysis
Media Usage Analysis
Determining the media usage of Buffalo Wild Wings consumers is an important part of our campaign. By seeing what outlets they use, we can better target our potential consumers. We found this information using Simmons OneView.
The Simmons reports analyzed the media usage of individuals who have eaten at Buffalo Wild Wings in the past 30 days. We will focus on appealing to already loyal consumers that visit the restaurant most often and attracting customers who are already familiar with our company but could be utilizing our services more often. In just doing this, we are hopeful we can also gain new customers. We will utilize both print and digital media.
For digital media, the Simmons results told us what type of television channels our consumers have been watching in the past week. According to the reports, people who eat at Buffalo Wild Wings frequently watch ESPN, NFL Network, NFL Network, NHL Network, Comedy Central. Our most consistent customers are 39 percent more likely to watch ESPN than the average population. In addition, they 54 percent more likely to watch NFL Network and 61 percent more likely to watch Comedy Central. With consumers who eat with us less frequently, those numbers are 60 percent more likely for ESPN, 203 percent more likely for NFL Network, and 35 percent more likely for Comedy Central. Our consumers watch a lot of sports channels, which is ideal for Buffalo Wild Wings’ overall concept.
10 Situation Analysis
Our consumers are also active on websites and social media. Although they are only in the range of 10-11 percent more likely to use websites in the past 30 days, it is interesting to take note in what websites they are visiting for our campaign. Our most loyal consumers are 64 percent more likely to visit ESPN.com than the average population. The consumers we are hoping to increase their already present familiarity with the brand are 99 percent more likely. In regards to social media, our consumers are active on Twitter, Instagram and Facebook. Buffalo Wild Wings customers, in particular, are 73 percent more likely to have a Twitter. This is an area we can utilize in our campaign.
The Simmons reports also included who and what our consumers were following on these social media accounts. This can show what interests them and we are then able to play their interests into our campaign. Following athletes on social media is also very important to our consumers. In addition, they are 94 percent more likely than the average population to follow music groups.
In regard to print media, the Simmons reports show that there are certain magazines our consumers are reading more regularly. Once again, ESPN’s print magazine is very popular with BW3’s consumers being over 200 percent more likely to read. Other noticeable magazines were Men’s Health, Maxim and Playboy. Magazines like National Geographic and The New Yorker are much less likely to enjoy our services. It is also interesting to note that for Publication Types-Net Readers on the Simmons report, consumers were 22 percent more likely to read Health and Fitness. There were low numbers on other publication types.
Buffalo Wild Wings current campaign plays to their strengths as a place to go to watch athletics with friends and eat wings. They are calling it “Escape to Football” and it includes four 30-second spots and two 15-second versions, in addition to digital and radio work according to AdAge.com. Their website uses the black, yellow and white color scheme and their traditional buffalo with wings logo.
11 Situation Analysis
With all of the information provided in the Simmons report, we will create an integrated media strategy for Buffalo Wild Wings that will utilize both print and media while efficiently targeting our consumers. [10]
Creative Analysis
General Picture/Creative Category Analysis
Overall, Buffalo Wild Wings advertisements revolve around wings, beer, a 2nd most centrally sports as they target a younger male demographic. Buffalo Wild Wings brand slogan is “Wings. Beer. Sports.” and through each advertisement, the company tends to emphasize various of different aspects of their slogan. Since 2014, Buffalo Wild Wings has named TBWA/Chiat/Day their agency of record [11] and has created numerous playful, facetious advertisements that emphasize being a sports fan in some way. However, in August of 2018, Buffalo Wild Wings laughed their “Escape to Football” campaign [12] which is their first work from agency Figliulo & Partners. Figliulo & Partners is working with Buffalo Wild Wings on a project basis after TBWA/Chiat/Day took charge of their March Madness campaigns earlier in 2018. Recently, the “Escape to Football” campaigns position Buffalo Wild Wings as a haven from the mundane monotony that life can bring. There are four different executions of the campaign, all with the same format and concept shown in a new and funny way. Due to the brand’s significant relationship with sports, they roll out a new campaign or new set of commercials around each major sporting event, such as the Super Bowl, NCAA March Madness, the NCAA Football Bowl season, and other similar events.
One notable past advertising campaign for Buffalo Wild Wings was the “We Do It For You” campaign in which they unveiled a series of TV commercials that drove across the point that eating at BWW make games better for all fans wherever they are. The entire campaign is centered around March Madness and therefore the promotion took advantage of social media such as Facebook, Twitter, Snapchat, and Instagram. These TV spots and heavy social media promotion allowed for the ads get directly to our primary target audience (young people who enjoy sports) while also promoting the brand as the brand that brings fans content through any channel possible. [13] 12 Situation Analysis
The campaign is the chain's first work overseen by Jeff Baker, who joined Buffalo Wild Wings in July as VP of marketing and advertising after more than four years at Arby's. Buffalo Wild Wings also now has a chief marketing officer in Seth Freeman, who joined Aug. 22 after serving as head of global marketing for Holiday Inn and Holiday Inn Express at Intercontinental Hotels Group.
Past Campaigns
Buffalo Wild Wings released its first national ad campaign in 1998 with the slogans, “Eat, drink and be messy” and “Be on a first name basis with your dry cleaner”. These advertisements were meant to be funny TV spots run on cable networks like ESPN, Fox Sports, MTV, VH-1, Lifetime, and CNN . Buffalo Wild Wings marketing campaigns now include a social media presence, Buffalo Wild Wings mobile applications and a broader integration on online platforms in addition to a new way to connect with customers.
Creative Competitive Analysis
Buffalo Wild Wings’ largest competitors are Wingstop, Applebee's, Hooters, and TGI Fridays [14].
Wingstop
Wingstop is similar to Buffalo Wild Wings in terms of its brand, however, it does emphasize the takeout and delivery aspect of its business opposed to Buffalo Wild Wings’ focus on the experience you have in the actual restaurant. For example, Wingstop’s “Can’t Stop” campaign features 15- second commercials showing close-up shots of wings and fries as a voice over hypes up the audience with a speech in the background. At the end of each commercial, the voiceover says, “Game Ready,” followed by, “Order online at wingstop.com.” Wingstop wants the focus of the advertisements to be on the wings themselves and ordering them to watch the game at home, completely opposite of how Buffalo Wild Wings focuses on the overall experience of watching the game and eating wings at the restaurant. 13 Situation Analysis
Applebees
Applebee’s Grill & Bar another restaurant open late for game night, girls night and even karaoke. Wingstop prides themselves on their delicious flavors and buffalo-style chicken wings [9]. This fast casual dining chain targets the middle class of all age groups with its game night, girls night, karaoke night, endless apps, and more. It has positioned itself as the fun and family-friendly neighborhood restaurant with healthy under 550 calories items. The current ad campaign: “Eatin’ Good in the Neighborhood” shows that Applebees have rebranded themselves, changing their restaurant identity to “Grill + Bar which shifts focus of this casual dining chain to prioritizing both food (appealing to families) while also still remaining a bar as well (which scores points with younger crowds who want to enjoy a drink). The TV spot hits hard upon the quality of food in comparison of the price. The commercials begs viewers to consider what a good deal “one tiny price of 11.99” for “three full course” is, while attractively displaying the food they offer. This hits upon consumers’ gravitation towards high value for a lower price.
Many of the most recent ads highlight the “Dollar Zombie Cocktail” undoubtedly unveiled to appeal to customers who enjoy seasonal, limited time promotions. In a previous ad campaign: “See You Tomorrow” (2017), Applebees launched this multi-platform advertising campaign, displaying a shift in Applebees focus to quality of food as opposed to its previous advertising emphasis on the atmosphere and the price. The ads highlight Applebee’s premiering its “fresh Flavors of Summer” menu that feature a plethora of healthy options. The campaign launched with a series of TV, radio, online ads, and in-restaurant promotions. The campaign is promoted on the Applebee’s facebook page and on their Twitter account. The “See You Tomorrow” campaign seemed to be an effort to change public perception of Applebee’s as an unhealthy restaurant and instead rebrand themselves as a place where people can go for affordable and healthy food.
14 Situation Analysis
Hooters
Hooters also target a male, sports and wing loving audience. However, it differentiates itself from Buffalo Wild Wings in that it sexualizes its female servers highlighting their all-female wait staff as a significant reason to be drawn to their restaurants. In Hooters most recent commercial “Watch Soccer with Your Buddies” a female voice narrates a Hooter experience. The advertisement cuts between shots of customers wings and beer in hand celebrating the game with the female staff, emphasizing that these girls are the customers “buddies”. Another recent called “Race Day in America” centers around Nascar Driver Chase Elliot - the Hooters- sponsored driver [15]. The advertisement cuts between men talking directly to the camera and ends with a voice-over saying, “Politically incorrect since 1983.” The “Race Day in America” commercial emphasizes that Hooters isn’t reserved about its brand, but rather it identifies female objectification as its market niche.
TGI Fridays Restaurant & Bar
A casual dining restaurant serving good quality American food and beverages. This restaurant targets middle and upper class people from urban areas. TGI Fridays has enjoyed successful marketing strategies like ‘World Bartender Championship’ however it has limited advertisements compared to other fast casual dining chain establishments. In their current ad campaign: “Endless Apps Are Back”, the commercial shows TGI Friday patrons excitedly reacting to the news that the “$10 Endless Apps” are back but this time they are back for good. This move is part of Fridays effort to separate themselves from the casual dining industry and create a spot for themselves alongside popular bars. Alcohol (beer, wine, liquor) add up to 20% Fridays’ sales and 35% of TGIF revenue comes from the bar (which includes both food and drink ordered at the bar) This move towards reinstating Endless Apps is a move to drive the sales of bar food like the Endless Apps. The ad campaign also centers around Fridays losing its title of fast casual dining chain and trying to shift more towards creating an experience and changing the atmosphere of the restaurant. 15 Situation Analysis
Stakeholder Analysis
There are many stakeholders pertaining to Buffalo Wild Wings, and each stakeholder has a distinct role in the business, interested and concerned in the general well being of the business. In order to satisfy stakeholders, Buffalo Wild Wings must remain a prosperous and favorable business.
Consumers (Sports Fans)
Suppliers
Franchisers
Partnerships
Owners
16 Situation Analysis
Public Opinion
For those who eat outside of the home, it is common to consider the factors of price, convenience, health, and overall experience when choosing a restaurant. Because there are a plethora of options, restaurants are constantly working to differentiate themselves from competitors and establish themselves as integral parts of the communities they are in. Consumer choice and opinion is in large part affected by a restaurant’s brand image and overall reputation, both of which work together and develop over time. In order to establish and maintain a positive reputation, restaurants must consider the voice of consumers and work to integrate their preferences and values.
Buffalo Wild Wings is the 39th most popular dining brand in the United States and the 35th most famous. According to YouGov Ratings, the brand has a 51% positive opinion rating. The brand is slightly more popular amongst millennials than it is with Generation X and the Baby Boomers, and it has equal popularity between men and women [23].
In recent months, two big news stories have surrounded the company. In June of this year, the Twitter account of Buffalo Wild Wings was allegedly hacked, sending out racist, inappropriate, and crude tweets for around 20 minutes. The posts were quickly deleted. Buffalo Wild Wings commented on the scandal with a public statement, apologizing to their fans for the “awful posts” [2].
In September of this year, a Buffalo Wild Wings employee allegedly choked another person unconscious at a Buffalo Wild Wings restaurant in Grand Rapids, Michigan. The incident was caught on video, and according to Fox17, the video was posted on social media and had more than 32,000 views after just 3 days. The local franchisee posted a statement, expressing extreme disappointment by the situation, saying “we have terminated the employee, who obviously does not embody the values of Buffalo Wild Wings” [24]
17 Situation Analysis
In addition to the news surrounding Buffalo Wild Wings, it is also important to consider the general voice of consumers to get a full scope of the brand’s position in the market. Millennials are currently the largest demographic group, and their eating habits are unlike any previous generation; these trends give insight into decision Buffalo WIld Wings should or should not make.
According a 2017 Food and Health Survey done by the International Food Information Council, 55% of millennials say convenience is a top driver when purchasing food [25]. This group is taking advantage of fast-casual restaurants, pre-prepared meals, and online delivery services more than ever before.
According to Forbes, the amount of money spent at restaurants or on-the- go food has steadily increased over the years, from 34% in 1974 to 50% in 2014 [26]. Data from Bank of America Merrill Lynch shows that millennials spend 23.8% of their budget eating out at restaurants while only 21.7% at grocery grocery stores [27]. With these spending habits, restaurants are working even harder to grab and maintain a larger customer base.
18 Situation Analysis
Health is another big concern for millennials and has become an increasingly important consideration with regards to purchasing food. The Organic Trade Association notes that millennials make up 52% of organic consumers [28]. Further, this demographic group consumes 52% more vegetables than older generations, with an astounding 40% of millenials committed to a vegetarian diet. The Hartman Group’s research depicts millennial’s distinct food preferences and behaviors [29].
Understanding public values and current health trends serves as a huge help to Buffalo Wild Wings. It is critical for the brand to understand what events are occuring around the brand, what consumers are looking for, and changes in the market in order to boost public image and maintain a customer base.
While newspapers and social media write mostly about the restaurant chain’s promotions, deals, and events, they may also write about scandals that surround the brand (as seen in June and September of this year). Straying from negative attention is the goal, and having a grasp on customer base and the general market is important for the restaurant's growth and success.
19 Situation Analysis
SWOT Analysis
Summary
Buffalo Wild Wings positions themselves as a sports bar. They also vow to practice “good citizenship” by helping to make communities around their business live, work and grow, and to satisfy stakeholders by providing “industry-leading financial results and operational performance. Consumers at Buffalo Wild Wings are mainly young people and sports enthusiasts. Thus, Buffalo Wild Wings advertisements revolve around wings, beer, and most centrally sports as they target a younger male demographic. However, Buffalo Wild Wings are not friendly to vegetarian, olders and non-sports fans compared with other competitors. Also, with the increased costs of raw materials, it is hard for Buffalo Wild Wings to gain benefit. Thus, it is wise for Buffalo Wild Wings to expand their target consumers but not limited to sports fan.
After considering all facts, there are three main issues need to be addressed:
20 Campaign Strategy
Victoria Jordan
21 Campain Strategy
Objectives
Through research conducted from Simmons and primary research done from a survey, MadStrat has come to the conclusion that the objective of our campaign is to increase Buffalo Wild Wings brand association with basketball, as well as increase sales during the off-season by creating more of a brand association with a family restaurant. Our survey found that people tend to associate Buffalo Wild Wings with football only, however we want our restaurants to be associated with all sports, creating a fun atmosphere for any sports fan[1]. We believe this will be successful because our target audience gets very invested in the March Madness tournament as well as the NBA playoffs.
MadStrat also aims to target families in our advertisements in order to capitalize on that side of our target market. We want to emphasize that Buffalo Wild Wings is also a family-friendly restaurant.
With these two goals in mind, MadStrat will create a campaign around a consumer--a sports fan--that can enjoy an atmosphere that is the closest to a sports stadium, without all the hassle involved. We are targeting those who wish to find ease in their dining experience, while experiencing a fun, family-friendly environment.
22 Campaign Strategy
Target Consumers:
I. Primary Target: This is our on-season target that is the main focus during big sports seasons (i.e. football and basketball).
Meet Matt! Matt is a 23 year old, single man, living in Chicago, IL, with a group of his college friends. He graduated from University of Illinois Urbana- Champaign with a degree in business and is now working at a marketing firm. His job provides him a middle class income of about $60,000 and he is dedicated to working his way up in the company. When he’s not working, Matt enjoys watching TV, especially ESPN, as he is a huge Bulls fan. Matt is a fun- loving guy with a free-spirited attitude who loves to get together with his friends on the weekends to drink, eat good food and watch sports.
Matt represents the segment of our market where we see the most potential for growth: sports fans.
II. Secondary Target: This is our off-season target that is our secondary focus (during the summer).
It’s a few years down the road, and Matt is 35 and prefers to be called Matthew now. He has a wife, Liz, and two kids, Emma, 4, and Henry, 6. Matthew has moved out of the city and now lives with his family in the nearby suburb of Evanston, IL. He recently received a promotion and is now making $120,000 at his marketing firm. Since he is constantly working, Matthew values the time he gets to spend with his family on the weekends. Liz and Matthew like to go out to dinner, but the kids are too young to take to a nice restaurant for dinner. Matthew is very excited to share his passion for sports with his kids, and has noticed Henry’s own interest in sports starting to grow, as well.
Because we are looking to establish brand loyalty, we created a target market that can grow with our brand, from the time they are out of college, into their mid 30’s, when they are starting a family. This way, we can reach a large range of our target and at different stages in their life. We will keep Matt coming back by emphasizing the ease of Buffalo Wild Wings—showing that it is the best option for a 20-something year old to come hang out with his friends, and the best option for a 30-something year old to bring his family to the restaurant.
23 Campaign Strategy
Strategies
I. Competitive Advantage
Buffalo Wild Wings is the ultimate place to enjoy good, American food, have some drinks, and watch sports. It sets itself apart by boasting a huge wing menu with a variety of sauces and seasonings to choose from, both boneless and bone-in, along with plenty of other great food options[2]. Buffalo Wild Wings is unlike their competitor Wingstop in that BWW really emphasizes the sit-down aspect of our restaurants, but also have the opportunity to take-out or order in, appealing to a wide range of customers.
Compared to sit-down restaurant competitors, such as Applebee’s or TGI Friday’s, Buffalo Wild Wings has a brand association with sports that is unique and allows the brand to stand out. Buffalo Wild Wings has begun to feature a Stadia restaurant design in some locations, with enhanced audio- visual systems and arranged seating to mimic a live sporting event[3]. This is done strategically to make sports fans feel as though they are in a stadium watching the game, which is a really unique aspect of the restaurant. This enhanced experience for watching games [SG8] has been shown to increase brand loyalty for Buffalo Wild Wings.
II. Unique Selling Proposition
What makes Buffalo Wild Wings a special restaurant is the fact that it is a triple threat: “Wings, Beer and Sports” are all offered in one space. All the customer has to do is order food, and it will be brought to his table in no time, whereas if they are watching at home, you either have to cook, or order delivery which can take significantly longer. At Buffalo Wild Wings, everything is available at your fingertips, including a wide variety of food and beer options to choose from. You can also enjoy a sense of comradery in the closest environment to a stadium you can get, without going to a stadium. Buffalo Wild Wings truly represents ease and fun times with friends or family—whatever the customer chooses.
24 Campaign Strategy
III. Positioning
Buffalo Wild Wings is positioned in the market as providing: ● The ultimate place to eat wings, grab a cold one and meet your friends to watch a game. ● A welcoming neighborhood atmosphere with a front-row seat for every sports fan that offers 21 mouth-watering signature sauces and seasonings. ● Community support in surrounding locations by helping local neighborhoods grow and thrive [4].
Buffalo Wild Wings’ main goal is to achieve the highest level of satisfaction by providing great service, food, a fun experience, and fair treatment, while practicing good citizenship and producing industry leading results [5].
IV. Timing
Duration
Taking Buffalo Wild Wings busy sports seasons into consideration, MadStrat’s campaign will begin in February, right before March Madness begins, and continue through June to incorporate the NBA Playoffs. Based on primary research from a survey MadStrat conducted, we found that only about 12% of people associate Buffalo Wild Wings with basketball, while 69% associate the restaurant with football [1]. Since we ideally want Buffalo Wild Wings to be connected with all sports, we are aiming to increase the brand’s association with basketball by advertising during the height of college basketball season. This will appeal to our target market of sports fans.
As our campaign nears summer, we will shift gears to more family-oriented ads. This shift in focus is meant to appeal to our off season target.
25 Campaign Strategy
Seasonality
Since sports are important to Buffalo Wild Wings and its branding, prime sports seasons will have a significant effect on when people are coming to eat and watch games at the restaurant. MadStrat has specifically chosen to increase association with basketball by advertising during the height of college basketball season: March Madness. We strongly believe that this will help us target our consumer audience. We will take into account the heightened interest in basketball prior to and during this time to help plan and time our campaign.
V. Geography
While MadStrat will be targeting the nation as a whole, more focus will be put on specific target markets to appeal to our prime consumers. According to Simmons research, people who are choosing to eat at Buffalo Wild Wings most often are concentrated within the Midwest region [6]. We find our target consumer residing largely in urban areas or in suburbs that are close to cities. Specifically, our research found that our consumers are mostly concentrated in the Midwest states of Illinois, Wisconsin and Michigan. Therefore, while we will be targeting the nation as a whole, we will be placing more focus on these geographic areas.
Scope
MadStrat will use a pulsing timing strategy, advertising year round but increasing efforts during high-peak times. Our advertising will revolve around popular basketball events, starting in February and running until June to incorporate March Madness and the NBA Playoffs. This would be the most effective time to reach our [SG14] target market: sports fans. Because these events tend to be highly commercialized events, it will be really effective\ to gear our own ads towards these events because so many people will be watching and listening. Having a brand association with March Madness and the NBA playoffs will be very beneficial to the company. 26 Campaign Strategy
Media Mix
MadStrat’s media advertising plans for Buffalo Wild Wings will be focused primarily on a mix between the Internet and Television. We plan to allocate the most of our budget to television and online/mobia media advertisements. MadStrat believes that advertising both online and through television ads will capture all of our desired target audience.
Social Media
MadStrat will allocate $22 million of our budget for online/mobile advertisements, which will be focused mainly on social media. Our Simmons research indicates that our consumers are active on the Internet and utilize social media platforms, especially Instagram and Twitter. Advertising Buffalo Wild Wings over Instagram ad’s and stories, in particular, will effectively reach a large portion of our target market. Ads are integrated into the experience of the Instagram app and can catch the eye of a consumer scrolling through their feed. In addition, utilizing the Instagram story feature can allow for Buffalo Wild Wings to feature various things like appetizing menu items, promotional offers and ads featuring desired slogans. In addition, MadStrat plans to utilize Twitter to advertise Buffalo Wild Wings. Our Simmons research indicates that Buffalo Wild Wings customers are 73 percent more likely to have a Twitter[7]. This is an area we can utilize in our campaign to engage with consumers directly, share slogans and include enticing photos of various menu items Buffalo Wild Wings offers. Since our research has shown our consumers are spending a great deal of time online, an emphasis on social media advertising will be an effective way to reach our target market.
27 Campaign Strategy
Television
Since sports are heavily featured on television, and sports are an integral part of the Buffalo Wild Wings experience, emphasis will be placed on television advertisements as well. Most of MadStrat’s budget will be allocated toward television advertisements: $24 million. According to our Simmons research, Buffalo Wild Wings consumers watch a lot of sports channels. Our most consistent customers are 39 percent more likely to watch ESPN than the average population. In addition, they are 54 percent more likely to watch NFL Network[7]. Advertising on channels such as ESPN, the NFL Network and the NHL Network would reach our target consumers.
Message Strategy
MadStrat’s goal with this campaign is to increase the Buffalo Wild Wings brand association with basketball and increase sales during the off-season by building off the value of sports to create a stronger connection for Buffalo Wild Wings as an easy, family-friendly restaurant. When deciding where to watch your favorite team, we want to entice consumers to choose Buffalo Wild Wings because it is the easiest and best option to watch sports or hang out with friends and family.
MadStrat plans to utilize slogans and hashtags that correspond with our choice to create a stronger brand association between Buffalo Wild Wings and basketball. We will begin releasing advertisements before March Madness begins and continue until June with consistent messaging focused on “Make The Good Times Better”.
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Budget Allocation
The majority of our budget is designated for television ads. We’ve found that the majority of nationally televised sports are watched at night time so we will keep this in mind as a prime place to display our ads. We will also focus our efforts on online/mobile advertisements (focusing on social media especially), as we’ve found our target demographic spends a great deal of their free time online. These digital advertisements, in tandem with our widely-appealing humorous television commercials, will help us better reach our target demographic when they are most relaxed and comfortable.
The rest of the budget will be split between forms of media that we hope will increase brand awareness with families. We will allocate some of our budget to go towards billboards in major cities in the Midwest (as that is where our target market is heavily concentrated). We will allocate a smaller portion to print media, advertising in localized newspapers to reach our secondary target of suburban families. Lastly, we will contribute some of our budget to radio ads in order to allow our campaign to reach every potential medium (not to mention radio is an inexpensive, far-reaching advertising tool).
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Creative Brief
Buffalo Wild Wings selling proposition emphasizes the good time customers can have at their locations in addition to enjoying great wings and beer. Our creative goal is to highlight Buffalo Wild Wings as a place to watch all sports, any season, and even a place to hang out and enjoy food in the summer months/off season. But we also wish to emphasize the ease that comes with eating at this restaurant and why it is a better option to eat and watch with your friends at Buffalo Wild Wings than doing the same at home.
Creative Summary
The slogan for the campaign will be “Make The Good Times Better.” This slogan serves to highlight how Buffalo Wild Wings is the ultimate place to sit down with your friends to eat chicken wings, drink beer, and watch your favorite sports game. We want to show that eating here is a much better option than staying at home, as you don’t have to deal with the hassle of ordering food and waiting a while for delivery, cleaning up the mess, and possibly eating alone. Eating at Buffalo Wild Wings is a unique experience where everything is made easy for you, and you can join other sports fans to create a sense of comradery.
Our advertisements will compare two different situations—a person watching the game at home alone, waiting for his wings to come and getting frustrated that they are taking long, versus a group of friends at Buffalo Wild Wings, getting fast service and cheering watching the game. We will keep the current logo as MadStrat strongly believes that this logo has created great brand recognition and truly draws people into the locations when they see something they are familiar with.
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Creative Positioning
Our biggest competitors are Wingstop, Applebee’s, and TGI Friday’s. Wingstop’s current campaigns emphasize their ease they offer their customers to takeout and delicious wing flavor. Applebee’s current ad campaign shows that Applebee’s has rebranded themselves as a place where people can go for affordable and healthy food. TGI Friday’s current campaign makes an effort to separate themselves from the casual dining industry and create a spot for themselves alongside popular bars by advertising their food heavily as the restaurant attempts to shift from title of fast casual dining chain towards creating an experience/changing the atmosphere of the restaurant.[SG18] Buffalo Wild Wings is different because it offers much more than all of these other restaurants. It offers great food, a wide variety of beers and a sports-centric atmosphere geared toward sports fans looking to have a great time with friends or family. None of the other restaurants can offer an environment where fans can come to watch their favorite team, cheer as loud as they want, while still being a family-friendly restaurant.
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Jonah Blocker Rayna Battista
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I. CREATIVE CONCEPT
Our selling proposition will focus on the idea that Buffalo Wild Wings is not simply a sports bar, but it is a place to relax, a place to unwind, a place where you can leave the difficulty of the outside world and make the good times better.
Our competitors are concerned with satisfying customers with price-off deals and premiums to entice new customers, but our prices and food quality are already unmatched so at B-dubs we are concerned with satisfying our loyal customers. Buffalo Wild Wings brings you the ultimate sports experience: delicious chicken wings with over 20 different flavors, HD flat-screen televisions with nearly every sports package available, and one of the most extensive beer menus in the market.
Our creative concept is centered around the understanding that Buffalo Wild Wings should take all stress, dilemma, and pain out of the equation of enjoying a game. Our primary campaign slogan is “Make the good times easy / better.” The slogan will be vital to communicate our message that Buffalo Wild Wings is a place where you can leave your troubles at the door. We want to push the idea that BWW is the ultimate place to be, whether it’s to enjoy a game or simply to be with the people you care about and surrounded by a community of like-minded individuals.
The primary target for this campaign is Matt, a 23-year-old recent college graduate living in Chicago, IL. He graduated from the University of Illinois Urbana-Champaign with a degree in business and he is definitely enjoying his twenties: he lives with his friends in an apartment near the city, and he is making a respectable starting income of $60,000. Matt and his roommates enjoy watching TV and are all fans of different sports and teams and they love getting together to watch big games. Matt and his roommates are trying to save money so they don’t buy the expensive sports packages and rely on digital streams to watch their games. Matt is the type of guy who watches the game to relax, but often they watch games wishing they had more space, a better TV, more channels, and food/beer to consume while they unwind.
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II. LOGO
We plan on switching the logo to our newer sharper image of the famous flying buffalo and beside it the name our restaurant “Buffalo Wild Wings”. The change will involve removing the grey text below “Buffalo Wild Wings” that says “Wings. Beer. Sports.” because these things go without saying and thus the brand can be reformed to represent more than just wings, beer, and sport but also an atmosphere unlike any other. This move away from including “Wings. Beer. Sports.” will help to ensure our secondary target (families) are not alienate. The logo will breathe an air of freshness into our brand to communicate to the consumer that we are adapting with times.
III. KEY ISSUES
Affordability
We must beg the question: Why watch the game at a sports bar when people could watch it for free somehow online? Or go to a friends place who has cable/sports packages? Why buy Buffalo Wild Wings food when they could stop by the grocery store and buy chicken wings and make them? How can young people justify spending money at Buffalo Wild Wings instead of spending money to try to replicate the experience Buffalo Wild Wings offers at home?
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Dependence On Chicken
What has kept people from Buffalo Wild Wings at times is the fluctuation of chicken prices which have forced us to change our pricing of wings. Buffalo Wild Wings needs to create limited time items that generate buzz, are affordable, and don’t rely on chicken to continue to sell at a reasonable unmovable price. Buffalo Wild Wings need to set ourselves apart from others by creating bold menu items that redefine what bar food and sports food are.
Maintaining A Sports Bar Persona:
What made Buffalo Wild Wings so successful originally was their dedication to the idea of creating a nationalized local sports bar. What Buffalo Wild Wings wants to ensure is that as they build upon our brand, their loyal customers know that they are not changing to more closely resemble fast-casual dining chain because if BWW did so, they would be losing out on their millennial target audience.
IV. AUDIENCE PERCEPTION OF THE CAMPAIGN
We want the audience to feel enticed into a trial of Buffalo Wild Wings as their destination for watching the game and hanging out with their friends. We hope that as a result of enticing our target audience into coming into BWW we can build a relationship with our consumer and forge loyalty between them and our brand.
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Television Advertisements
Broadcast Ad #1: Just Like Home Placement: ESPN Runtime: 30 seconds
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Broadcast Ad #2: Worst Place To Watch - The Rainforest Placement: March Madness ESPN Runtime: 15 seconds
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Broadcast Ad #3: Worst Place To Watch - The Desert Placement: March Madness ESPN Runtime: 15 seconds
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Broadcast Ad #4: Worst Place To Watch - The Arctic Placement: March Madness ESPN Runtime: 15 seconds
Rationale
The target audience spends the majority of their time-consuming sports but sometimes it is not at our establishment. The goal is to change that; getting an advertisement about a better place to watch sports for the consumer while they are watching sports will leave a stronger lasting impression upon our target audience.
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The idea is to associate where you watch the game with the quality of experience one will have. Essentially, these ads will create an idea that watching the game anywhere else causes stress/discomfort, while watching the game at Buffalo Wild Wings creates relaxation and rest time. Additionally, making this “Worst Place to Watch” ad into a three-part series will generate buzz and anticipation for the ads which will aid in maintaining relevance in the minds’ of our target audience.
Online Advertisements
Online Ad #1 Placement: YouTube Runtime: 15 seconds
SOT: Silence and static on left SOT: Cheering and high- fiving on right
SOT: Static sound, sighing in the background VO: Watching the game shouldn't be this hard.
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Online Ad #2: Placement: YouTube Runtime: 15 seconds
SOT: Cheering VO: Watching the game at B-dubs is better. SOT: Cheering and laughing VO: Buffalo Wild Wings makes the good times better.
Online Ad #3: Placement: YouTube Runtime: 15 seconds.
VO: No one should have
to watch the game on a
couch arm. At Buffalo Wild
Wings everyone gets a
seat (pause) Make the
good times better. Buffalo
Wild Wings.
Rationale
This commercial is short enough that Youtube won't let viewers skip it. Showing this ad before sports-related videos will get people excited about having a great place to watch an upcoming game. The concept of uncomfortableness and lack of ease allows the viewer to imagine the great and easy times BWW offers. It inspires the consumer to appreciate the BWW environment as a great place to watch games and enjoy friends company. 41
Creative Plan
Music Streaming Platform Advertisements
Music Streaming Ad #1 Placement: Spotify/Pandora/SoundCloud Runtime 15 seconds
0:00 SOT: Turn down for what (DJ Snake, Lil Jon) 0:02 - 0:07 SOT: Fans cheering, buzzing, football sounds take over as the music fades out 0:07 - 0:11 VO1: Want to be surrounded by that excitement while watching your favorite team? 0:11 - 0:05 VO1: Come to Buffalo Wild Wings - Makes the good times better.
Rationale
These music streaming advertisements are directed at our primary market. They reach a younger demographic that may not be listening to the radio. By starting the ad with an exciting song the listener may not even realize its an ad and therefore become more engaged than if they heard something immediately being sold. The ad is quick, exciting, and to the point. It draws the audience in and makes them desire the exciting environment that BWW has to offer.
Social Media Advertisement
Social Media Ad #1 Placement: Instagram
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Rationale
With our Instagram ads, we hope to reach our younger target audience. This advertisement will be targeted towards younger men who follow sports oriented pages - game highlights, notable players, sport fail pages etc. Instagram is a great space to entice a very important, younger and engaged audience. This ad begs the question, “How are you watching the next game?” making viewers consider maybe I should get my friends together to have some fun and as the slogan reads, “Make the good times better”.
Online Print Advertisements
Online Print Ad #1: Banner Ad Placement: FoxSports.com/BleacherReport.com, ESPN.com
Online Print Ad #2: In-text Ad Placement: FoxSports.com/BleacherReport.com, ESPN.com
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Rationale
By targeting websites like Bleacher Report, Fox Sports, and ESPN. we enter a serious sports fan market. We will have banner ads and ads on the sides of the pages to attract customers. We reach an audience that keeps up with teams/events on regular bases. Our second ad mentions purely the game as people who are on these sporting websites are interested in watching the game and the excitement surrounding them as shown in the photo used. People who are on these news media websites would be willing to go somewhere to watch the game to the best extent they could.
Outdoor Advertisements
Rationale
Billboards are a fantastic way to reach the primary target audiences in major cities across the United States. The primary target works in a metropolitan area and will undoubtedly see this advertisement, keeping our brand constantly in their minds. Beyond reaching the target market, these billboard advertisements will serve to forge new bonds with trial users and non-users; people will see these billboards and think briefly about how they watch the game and if it could be better. Once they think about that, they will be wondering if Buffalo Wild Wings could bring them a superior experience.
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Lauren Mello
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Media Objectives:
An in-depth media plan is critical in order to effectively reach our target audience. Our plan will follow a pulsing time strategy over the course of a year in order to reach the audience when they are most likely to be eating at our Buffalo Wild Wings stores. The pulsing strategy involves fluctuating advertising efforts depending on the time of year, what sport season is occurring during that time and what sports our target audience want to watch. According to our primary and secondary research, a variety of media buys in traditional, impact and interactive media outlets will support our goal of increasing Buffalo Wild Wings consumers and consumer loyalty.
Seasonal Strategies:
Our campaign will focus on two main times of the year to effectively reach the target audience. The pulsing timing strategy will focus on NCAA and NBA basketball season, NCAA and NFL Football seasons as these are the sports our consumers follow most thoroughly. Our target audience is 44% more likely to watch college basketball and 55% more likely to watch the NBA than the general population. They are 36% more likely to watch college football than the average population and 31% more likely to watch the NFL under the same conditions according to Simmons OneView reports. These sports seasons occur from January to March and August through December. These months also align with other major sporting events that will also benefit our campaign. According to Simmons Oneview, Buffalo Wild Wings experiences its most foot traffic within the stores. We will increase Buffalo Wild Wings association with basketball while continuing its legacy as a place to watch football. The games add to the experience of the consumer which will bring more people to Buffalo Wild Wings. BW3s experiences less traffic during the summer when people prefer to grill out and spend time outdoors. During this time period, we will shift the focus of our advertisements to a more family-oriented restaurant.
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Geographical Strategies:
While MadStrat will be targeting the nation as a whole, more focus will be put on specific target markets to appeal to our prime consumers. According to Simmons research, people who are choosing to eat at Buffalo Wild Wings most often are concentrated within the Midwest region. We find our target consumer residing largely in urban areas or in suburbs that are close to cities. Specifically, our research found that our consumers are mostly concentrated in the Midwest.
Our consumers are 153% more likely to live in the Midwest than the general population. Specifically, we have higher percentages of consumers in the states of Wisconsin (121%), Michigan (157%) and Illinois (171). Focusing on these states and other areas of the Midwest will help us maximize the effectiveness of our campaign. Suburbs important to our campaign will be located around larger cities like Chicago, Illinois, Detroit, Michigan and Cleveland, Ohio amongst other larger cities in the Midwest. Compared to other major DMAs, our consumers are 135% more likely to live in Chicago than the general population, 132% more likely to live in Detroit and 160% more likely to live in Cleveland.
Pulsing Strategy:
Duration: Taking our target audience’s sports preferences and our goal to increase association with basketball, the campaign will begin in January and continue through March Madness and the NBA playoffs in June. Advertising will lighten but continue through the summer with a message shift towards family experiences. The second pulse of the campaign will begin in August at the beginning of both NCAA and NFL football to appeal to our base as a place to also watch football. It will also include the time when the Fantasy Football Draft occurs which many of our target audience participates in. Overall, advertising will continue throughout the year but with a focus on basketball and football seasons.
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Timing Strategies:
Online advertisements will primarily occur during the hours from 11 a.m. to 2 p.m. because, according to a recent report from Infolinks, click-through rates (CRTs) are at their peak during this time. In addition, online advertisements are highest on Fridays. We will utilize this information and focus our advertisements more during these time periods for our primary target. This includes social media websites as our target audience is 221% more likely than the general population to use Instagram, 73% more likely to use Twitter and 27% more likely to use Facebook. Television advertisements will occur in the early to late evening hours during the week after work hours.
However, on the weekends, television ads will occur both in the morning from 9 a.m. to 12 p.m. on channels like Comedy Central and TBS and on ESPN and other sports related channels from noon to 11 p.m. According to Simmons, these are the times our audience is most likely to be watching these channels. In regards to radio ads, our consumers are most likely to be listening to the radio Monday through Sunday from 6 a.m. to 10 a.m. and 3 p.m. to 7 p.m. Consumers are 119% more likely to be listening to the radio during both of these time frames.
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Media Overview:
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Budget Allocation:
To successfully reach our target audience, a certain amount of the budget will be divided between impact media, conventional media and interactive media. The budget is $60 million.
Impact Media:
NCAA Tournament, NCAA Final Four and Championship:
According to Simmons data, our target age group is 44% more likely to watch the college basketball postseason. These will give us a combined total of 75 GRPs.
As this is a critical time in our campaign we will be spending $2,175,550 to increase foot traffic and build our association as a place to watch basketball. These will all occur in March to coincide with the March Madness Tournament. The highest spending of the campaign occurs during March.
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Monday Night Football:
Given our target’s interest in football, it is important for us to reinforce our relationship with football fans. We will advertise in September towards the beginning of the season to remind our consumers of our position as a place to enjoy the game. This occurs during the second pulse of our timing strategy. Because our target audience is 31% more likely than the general population to watch the NFL, we will spend $891,850 and gain 25 GRPs.
NFL Playoff Game:
According to Simmons data, our target audience is 37% more likely to watch the NFL Playoffs. By advertising here, we can encourage our audience to watch the game with us. We will spend $1,144,350 and gain 25 GRPs during the second pulse in the month of January.
MLB Baseball Game:
Our target audience is 31% more likely to watch MLB baseball according to Simmons data. We will advertise during the month of April towards the end of our first pulse and the beginning of baseball season. We will spend $365,360 and gain 12 GRPs in doing so.
NHL Hockey Game and Playoffs:
Simmons data tells us that our target audience is 81% more likely than the average person to watch NHL hockey and 78% more likely to watch the playoffs. It important for us to take advantage of this fandom. We will spend a total of $881,835 between advertising during a regular season game and the playoffs and gain 37 GRPs.
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Outdoor:
We will be purchasing outdoor billboard ads in 6 billboard markets for 9 months (Jan.-April, August-Dec.). These markets will be in the Midwest, as that is where the majority of our target audience lives (153% more likely to live here than the general population). Because this is where audience lives, we will place the billboards entering and leaving larger cities in this region. Cities like Chicago, Illinois, Milwaukee, Wisconsin, Minneapolis, Minnesota, Indianapolis, Indiana, Cleveland, Ohio and Detroit, Michigan.
Traditional Media:
Television:
MadStrat will be purchasing advertising times on both cable and network stations. Our target audience appears to utilize both cable and network stations but primarily cable television. We will spend $7,786,811 on Cable Television during primetime, as that is when our consumers will most likely be watching. In addition, we will be spending $3,893,405.50 each on Network Television Primetime and Network Television late night. To help us target our consumers better, we will also be purchasing advertising on Spot Cable Television Primetime to help reach our desired geographic region. $7,786,811 will be spent on Sport Cable Television Primetime and an additional $5,840,103.25 each on Spot Television Primetime and Spot Television Late Night. 53 Media Plan
The advertisements will be placed on stations our audience often watch such as ESPN and TBS. On ESPN, the ads will be placed during shows such as Pardon the Interruption, which our target 173% more likely to watch than the general population, Sportscenter, which our target audience is 171% more likely to watch than the general population, and sporting events like Monday Night Football where they are 139% more likely to watch, college basketball where they are 143% more likely to watch. On TBS, we will advertise during shows such as Family Guy, which our target audience is 165% more likely to watch than the general population, American Dad, which they are 155% more likely to watch and The Big Bang Theory, which they are 147% more likely to watch than the general population.
Radio:
Advertising will be purchased for both National Radio Morning Drive and National Radio Evening Drive. $1,946,702.75 each will be spent on radio advertisements during these times. We will be targeting our consumers as they drive to and from work. We will then advertise on specific stations our customers listen to. The stations selected will play rock music, as our target audience is 150% more likely to listen to oriented rock and 137% more likely to listen to alternative rock on the radio than the general population. Other stations included would be some hip hop channels because our target audience is 174% more likely to listen to this type of music.
Fixed Digital Costs Digital Media:
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CPM Digital Media Costs
Social Media:
According to Simmons, our target audience is 18% more likely than the general population to use social media. This includes social media websites as our target audience is 221% more likely than the general population to use Instagram, 73% more likely to use Twitter and 27% more likely to use Facebook. We will spend a total of $1,200,000 on Instagram native ads. For Twitter, we will spend $2,880,00 on Native Ads and $2,000,000 on Twitter Promoted Trend Hashtags throughout the year. On Facebook, we will spend $720,000 on banner ads and $960,000 on native ads.
To continue promotion through social media, we will also have accounts for Instagram, Twitter and Facebook to interact with our consumers and help us form loyal relationships. These will also help us promote MadStrat’s public relations and promotional campaigns.
ESPN Media:
ESPN will be at the center of our advertising efforts as our target audience frequently visits this site. Our consumers are 64% more likely to have visited ESPN.com in the last seven days than the average population. Including ESPN homepage takeovers, banner ads and interstitial ads, we will be allocate $2,124,000 towards ESPN advertising. Between banner ads and interstitial ads alone we will have 12 million impressions. 55 Media Plan
NCAA Media:
To help promote our various sports associations and our promotions campaign, we will also allocate part of our budget towards the NCAA platform. For the NCAA app, we will spend $88,000 for interstitial ads and $480,000 on banner creative advertising on the website. These will give us a total of 6 million impressions.
YouTube:
Our target audience is 120% more likely than the average person to use YouTube. Therefore, we will spend a combined $1,750,000 on unstoppable video and in-stream video ads with the majority going towards unstoppable ads.
Hulu:
MadStrat will also allocate an additional $600,000 on advertising on Hulu because our target audience is 139% more likely to use Hulu. We believe people will remember our advertisements more because they are more attentive to the shows they are choosing to stream and they cannot skip through them or change the channel. Hulu ads will be the same content as the YouTube ads and the same length.
Spotify:
We will be purchasing 15 second audio ads for Spotify and Pandora because according to Simmons, our target audience is 164% more likely to listen to music/radio apps on their phones than the average population. These apps will help us reach a younger audience within our target consumers that might not listen to radio.
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Search Engine Marketing:
MadStrat will dedicate part of the budget to Search Engine Marketing. We will allocate $25,000 for Search Engine Optimization throughout the year. In addition, for SEM, we will use Google, Yahoo! and Bing! For yearlong keywords that will bring target audience to our site. Keywords and word combinations will be:
Buffalo Wild Wings Bdubs BW3 wings chicken burgers restaurants near me wings near me wings delivery where to watch game
For 10 keywords or phrases on Google, we will allocate $600,000. For the same keywords and phrases, we will spend $60,000 on Yahoo! SEM and $120,000 on Bing! SEM.
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Overall Budget Allocation
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Cara Mccabe Claire Feichtmeier
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Public Relations Strategy
Buffalo Wild Wings is committed to promoting the brand in an honest, exciting and effective way through public relations tactics and buzz-creating promotional events. By creating cohesive public relations and promotional tactics, Buffalo Wild Wings will be able to capitalize on their strategy for increasing brand association with basketball and positioning themselves more as a family-friendly restaurant. Through a campaign centered around the message of “Make The Good Times Better,” we want people to see that Buffalo Wild Wings is the ideal location for spending time with friends and family, especially when there is a sports game on. This message conveys that Buffalo Wild Wings is the place that makes the already fun and good times even better when you come into the restaurant. Highlighting this uniform message across different platforms will allow for customers to recognize the Buffalo Wild Wings name, generate buzz and create a lasting impression.
Evaluation of stakeholders
Stakeholders are very valuable to Buffalo Wild Wings. As stated in the situation analysis, there are several stakeholders and each individual stakeholder benefits in different ways from Buffalo Wild Wings success. To start, employees are huge stakeholders in the business, profiting the most when the business is thriving. They work hard to keep Buffalo Wild Wings in full swing in order to hold onto their jobs and therefore keep a steady income. Next, consumers (primarily sports fans) are obvious stakeholders. When Buffalo Wild Wings does well, these individuals enjoy a full sports experience while also being able to casually dine. Further, suppliers (Tyson Foods and draft beer companies, in particular) are notable stakeholders. They are able to up their business and make profits when Buffalo Wild Wings demands their products. Lastly, as Buffalo Wild Wings is a chain, franchisers are key stakeholders. Franchisers are directly invested into the company and specifically profit when their particular store is doing well.
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Issues important to the public
Our target market is unique, and their needs differ from other large market segments. Millennials, those comprising our target market, show the following trends. First, they value convenience when buying food. Eating more impulsively and less on a schedule, this group enjoys single-serve packaging options and ready-to-eat meals or snacks, for example. Second, they like to eat out and spend more of their budget at restaurants than at grocery stores. Third, they value organic food options and, in general, healthier options than previous generations. Lastly, they enjoy online food ordering when there is an option to do so. Online grocery shopping from grocery stores that offer an online shopping experience is an ever increasing trend amongst today’s millennials.
Evaluation of news and public opinion
In order to establish and maintain a positive reputation, restaurants must consider the voice of consumers and work to integrate their preferences and values. In recent months, two big news stories have surrounded the company. First, in June of 2018, the Buffalo Wild Wings Twitter account was hacked, sending out racist, inappropriate, and crude tweets for around 20 minutes. Next, in September of 2018, a Buffalo Wild Wings employee allegedly choked another person unconscious at a Buffalo Wild Wings restaurant in Grand Rapids, Michigan. The incident was caught on video, and according to Fox17, the video was posted on social media and had more than 32,000 views after just three days. These news stories hurt the Buffalo Wild Wings brand image and it is the job of the public relations and promotions team to combat them professionally and transparently to the public.
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In terms of social media, both the Buffalo Wild Wings Instagram page and the Buffalo Wild Wings Facebook page portray the company in a positive and promotional light. On Instagram, posts emphasize food and drink. Pictures portray beers on tap, speciality mixed drinks, a variety of wing dipping sauces, and of course chicken wings. Further, the Instagram page also makes sure to promote foods that are not commonly associated with the restaurant chain, such as Buffalo Wild Wings queso dip, nachos, fried pickles, burgers, and “Buffalo Loaded Tots.” On Facebook, the Buffalo Wild Wings page makes use of memes, fun captions, and videos to get customers excited and talking. For example, a recent post showed a professor staring up at a chalkboard covered in complicated mathematical equations with the caption, “One more time, explain how UCF can make the playoff?” This type of post riles up fans and aims to bring fans into the restaurant. Another recent post was an ode to loyal customers who expressed sadness over the loss of Buffalo Wild Wings jammin’ jalapeno wings.. The company posted a humorous video that showed several angry tweets from customers, with the caption “Jammin Jalapeno is Back.” The ladder example shows how Buffalo Wild Wings took the voice of consumers to heart and worked to satisfy their wants.
Strategy for media monitoring
In order to see what is being said about Buffalo Wild Wings, we will watch any and all coverage on the brand. By keeping a close eye on what the public is saying about Buffalo Wild Wings, there will be ample opportunity to respond to any concerns, crises, or praises by consumers of Buffalo Wild Wings.We will actively search and set notifications for when Buffalo Wild Wings is mentioned online. Through the Buffalo Wild Wings Twitter account, the brand will be able to personally respond to consumers in a way that can foster a better relationship between brand and consumer. This will give Buffalo Wild Wings a more personal feel to the consumer, but will aid the brand in monitoring conversations about the restaurant. We will also hold press conferences to make announcements and answer any questions that journalists may have. Inviting journalists to these media events will allow Buffalo Wild Wings a chance to frame their brand in a favorable way and to be at the forefront of any conversation involving the restaurant. Additionally, press releases will aid in the promotion of significant and specific news relating to Buffalo Wild Wings as a company. 62 Public Relations Plan
Media relations strategy
It is extremely important that Buffalo Wild Wings have a good relationship with the media. What the media writes about Buffalo Wild Wings has the potential to exert influence over our consumers. Therefore, we want Buffalo Wild Wings to have a strong relationship with the media so that the restaurant is painted in a positive light. In particular, since the target consumers of Buffalo Wild Wings consist of sports fans, sports outlets are of the utmost importance in fostering a mutually beneficial relationship. To foster these relationships and uphold the brand image of Buffalo Wild Wings, we will hold press conferences to make announcements, to promote events, and to answer any questions that journalists may have concerning Buffalo Wild Wings. Inviting journalists, especially sports journalists, to these media events will allow Buffalo Wild Wings a chance to frame their brand in a favorable way and to be at the forefront of any conversation involving the restaurant. Additionally, distributing press releases will aid in the promotion of significant and specific news and events relating to Buffalo Wild Wings as a company. If any issue involving Buffalo Wild Wings arises, we will address concerns with transparency, honesty and make ourselves available to the media and the public to answer questions and/or concerns.
Having connections with influential members of the media will be important for Buffalo Wild Wings. By utilizing a broad range of contacts in a variety of outlets and platforms, we will be able to reach the largest audience possible, most importantly our target consumers. Therefore, we will want to direct our attention towards news outlets, television channels, websites, and affiliate social media networks.
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News outlets such as ESPN and Fox Sports may cover news and events related to Buffalo Wild Wings during television broadcasts, online or in print, or over any owned social media accounts. In addition, there are other top names in the sports industry that would be influential in starting conversations about the brand. Highlighting news about promotional events and offers on ESPN and Fox Sports during March Madness and the NBA Playoffs, for example, will get the word out to ideal customers. Recommendations on going to eat at Buffalo Wild Wings by the big names in sports reporting industry will also have a significant effect on driving traffic towards the restaurant, especially during season highs like March Madness and the NBA Playoffs.
Each outlet will have its own unique audience and advantages to Buffalo Wild Wings. By having a broad reach over different platforms, we hope that our target consumers will have a stronger brand association for Buffalo Wild Wings and basketball and choose the restaurant as their ideal spot for watching the games.
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Promotional events, partnerships and contests
Finding various ways to promote Buffalo Wild Wings in fun, unique and attention-grabbing ways will aid in building buzz and conversation around the brand. We want people talking about Buffalo Wild Wings online and to their family and friends and foster a positive image of what the Buffalo Wild Wings brand is.
Building buzz and conversation about Buffalo Wild Wings will require a large audience of people seeing our messages. To effectively reach this large audience, we will use social media and press releases to advertise Buffalo Wild Wings promotional events. Getting more coverage for Buffalo Wild Wings in March through June will help the brand build a stronger association with basketball during the height of the season: the March Madness tournament and the NBA Playoffs. Having our customers excited about Buffalo Wild Wings and the various promotions, contests or partnerships being offered will help drive customers toward the restaurant. After hearing word of or participating in our promotional events and contests, we ideally want these customers to make Buffalo Wild Wings their ideal choice for watching and eating on gameday.
On top of promotional events and contests, Buffalo Wild Wings will also form partnerships with specific basketball players who have a respectable name and are committed to working with charitable organizations that Buffalo Wild Wings value. Overall, the cohesive message coming from Buffalo Wild Wings and all those partnered with the brand for promotional events, contest and partnerships will be to “Make The Good Times Better”.
How to “Make The Good Times Better” with your March Madness Bracket
A huge part of the appeal of the college basketball March Madness tournament is the ability for fans to create brackets. Avid sports fans and more casual fans alike fill out these brackets in hopes of correctly predicting the outcomes of games, from the first games to the final. The tournament often features unexpected upsets and great games, making the creation of a bracket exciting. 65 Public Relations Plan
In order to increase brand association between Buffalo Wild Wings and basketball during this peak time in interest, we will advertise that if someone comes to Buffalo Wild Wings to watch a game with their pre-filled out bracket and the team they have chosen wins the game, they can receive a free four- piece wings meal on top of any food they will have already purchased. This will incentivize people to come into Buffalo Wild Wings to watch the games in the hopes of free wings in their future. By coming in with friends or family, a table’s chance of winning free wings will only increase. This offer follows along with our message of “Make The Good Times Better” since people will be coming in to watch games and enjoy wings with their friends, family, etc.
Limiting the offer to a four-piece wings offer on top of food already ordered and/or purchased will allow for Buffalo Wild Wings to control the costs associated with the promotion. Not only will this offer increase brand association with basketball, but it will reinforce the idea that Buffalo Wild Wings is your prime location for getting wings, watching the game and making the good times better. By advertising the promotion through social media in particular, the buzz created by the offer of free food will allow for the promotion to reach a large audience of consumers. Social media buzz will also stimulate conversation about Buffalo Wild Wings, ideally driving customers to choose the restaurant as their ideal location for watching games and having fun - aligning with making the good times better. to watch games. This will also create buzz on college campuses and among college students in particular because these are consumers who are typically deeply interested in the outcomes of games, are loyal to their college teams and will be extremely interested in the incentive of free food.
Partnership with Lebron James
Buffalo Wild Wings will form a partnership with NBA superstar Lebron James. Aside from being a widely successful professional basketball player, Lebron James is committed to being charitable and giving back to communities. While the passion for sports and promoting this passion is central to Buffalo Wild Wings, giving back to the community and developing people is also at the core of the brand. The goal of Buffalo Wild Wings promotion efforts is to help make communities the best place to live, work, play, and dine. 66 Public Relations Plan
Lebron James recently opened a new $8 million public school for at-risk students in his hometown of Akron, Ohio. The I Promise School features lengthy school days, free meals offered to students, offers GED classes and job placement assistance for parents/guardians, and if the students successfully complete the school program and graduate from high school, their tuition to the local public college will be covered by Lebron James. The partnership between Buffalo Wild Wings and Lebron James will result in charitable donations from Buffalo Wild Wings to the I Promise School to give back to communities in need and help make the community of Akron, Ohio the best place to live, work, play, and dine – the goal of the brand’s promotion efforts. Donations by Buffalo Wild Wings will go toward any needs the school may need, including building upgrades or extra staffing.
To help promote this partnership, Buffalo Wild Wings will have Lebron James post on social media in a way that ties into the overall message coming from the brand: “Make The Good Times Better.” We want to emphasize that if you’re coming in to your local Buffalo Wild Wings location, whether it’s to enjoy a Los Angeles Lakers game featuring Lebron James, to enjoy wings with friends and family, or just because – you can make the good times better since the money you’re spending on food will contribute toward a charitable donation for at-risk youth and their parents at the I Promise School.
“Make The Good Times Better” Video Contest
As we have seen in our situation analysis, social media is increasingly important to our target market – especially Twitter. Therefore, to generate buzz about Buffalo Wild Wings during this peak time of interest in basketball, Buffalo Wild wings will launch a video contest on the Buffalo Wild Wings Twitter account that will take place entirely on this platform. The contest will be called “Make the Good Times Better” with Buffalo Wild Wings. This video contest will take place for the duration of the March Madness tournament and begin again for the NBA Playoffs, allowing for two separate opportunities to participate in the video contest. The 2019 March Madness tournament will begin on March 19thand ends on April 8th, while the NBA Playoffs 2019 will begin on April 13th.
67 Public Relations Plan
Buffalo Wild Wings will get the word out about the contest through their Twitter account. With 674K followers, the Buffalo Wild Wings Twitter account has significant reach and will be able to gain the attention of a large audience to participate in the contest. Buffalo Wild Wings will ask for people to tweet at the brand – being sure to tag the account – videos of how they “Make The Good Times Better” on game day, featuring the hashtag #MakeTheGoodTimesBetter. To be considered, videos must be 2 minutes and 20 seconds or less in length, given that this is the maximum length for a video to be posted on Twitter. In addition, any videos that consist of inappropriate content will also not be considered.
Buffalo Wild Wings will select the two most creative videos created and tweeted at their account during the time of the March Madness tournament and the NBA Playoffs. The winners featured in the video will be offered to come into their nearest Buffalo Wild Wings and make the good times better with free wings.
Family Day at Buffalo Wild Wings
To Buffalo Wild Wings, making the good times better doesn’t have to only mean coming in to your nearest location to watch the games with your friends – it can also be about family time. The Buffalo Wild Wings menu offers options for kids and the environment is fun and kid-friendly, making the restaurant a great option for a fun family dinner out of the home.
To encourage families to come into their nearest Buffalo Wild Wings location, one special day of the month from May to August will be “Family Day” at every Buffalo Wild Wings location nationwide. On this day, all families that come into the restaurant will get a special offer of 50% off their entire meal. This will incentive people and their families to come into Buffalo Wild Wings to enjoy each other’s company, maybe catch a game that might be on, eat delicious food without the cleanup that comes from cooking at home, and to make the good times better as a family. If anyone in the family is active on social media, they will be encouraged to post pictures, videos, etc. of how they’re making the good times better at family day at Buffalo Wild Wings. 68 Public Relations Plan
Having “Family Day” occur one day of the month for a limited amount of time will allow for Buffalo Wild Wings to control the amount of money that is associated with the promotion. In addition, it will also bring in more customers during the off-season since this promotion will begin in May and run only until August.
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Issued By: Buffalo Wild Wings Contact: Claire Feichtmeier, [email protected], (608) 555-5555
Buffalo Wild Wings announces exciting March Madness Bracket Promotion Locations offering free wings for winning brackets
February 15, 2019
Chicago - Buffalo Wild Wings recently announced a new promotional plan to offer free four-piece wings meals to any person who comes to the restaurant to watch a game with their pre-filled bracket and correctly predicts the winner of the game.
“This is an especially enticing offer for our customers,” President John Bowie said. “March Madness is an exciting time in the realm of college basketball and we want consumers to come into your nearest Buffalo Wild Wings location and let us Make The Good Times Better. ”
Beginning with the first game of the tournament, Buffalo Wild Wings customers are encouraged to come in to their nearest Buffalo Wild Wings location and enjoy all that the restaurant has to offer, including the hope of free wings. Buffalo Wild Wings is committed to making the good times better for each and every one of its customers, especially on game day.
Buffalo Wild Wings will offer this promotion only during the length of the March Madness tournament. No brackets will be accepted after the final game of the tournament. Customers will receive their free four-piece wings if they have correctly predicted the outcome of the game before coming into the restaurant. To avoid any deception, waiters and waitresses will only accept brackets written in pen and checked before the start of each game.
Buffalo Wild Wings is looking forward to an exciting March Madness tournament! ###
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Issued by: Buffalo Wild Wings Contact: Claire Feichtmeier, [email protected], (608) 555-5555
Buffalo Wild Wings announces philanthropic partnership with Lebron James New partnership will be facilitated through giving back to communities
April 1, 2019
Chicago - Buffalo Wild Wings recently announced a new and philanthropic partnership with NBA superstar and charitable pioneer, Lebron James.
The goal of Buffalo Wild Wings giving is to help make communities the best place to live, work, play, and dine. This partnership will bring that passion for community to life.
“We are honored to be able to partner with Lebron James,” President John Bowie said. “He is at the forefront of giving back to communities and helping those in need. We believe that there is a champion in every child - it’s at the core of our vision for community giving - and through partnering with Lebron James, we want to make this vision a reality for at-risk students in Akron, Ohio.’
Each and every one of Buffalo Wild Wings customers can “Make The Good Times Better” because by coming in to their local Buffalo Wild Wings, they will be contributing towards the funds that the restaurant will donate to the I Promise School to help provide for any necessary updates and expansions in the future.
Make the Good Times Better by coming in to a Buffalo Wild Wings location and know that you will be a part of finding the champion in every child.
###
71 Sources
72 Sources
Situation Analysis
1. https://www.thedailymeal.com/drink/buffalo-wild-wings-self-serve-beer- wall/072618 2. https://en.wikipedia.org/wiki/Buffalo_Wild_Wings#History 3.https://www.qsrmagazine.com/outside-insights/5-trends-restaurants- can-t-afford-ignore-2018 4. https://en.wikipedia.org/wiki/Applebee%27s 5.http://ir.buffalowildwings.com/? _ga=2.56118187.1869991162.1538579033- 933107965.1481068414&_gac=1.213519008.1538579033.EAIaIQobChM Irez0wsXq3QIVhLjACh3tmAf-EAAYAiAAEgKCt_D_BwE 6.https://www.mbaskool.com/brandguide/food-and-beverages/9946- buffalo-wild-wings.html 7. https://www.mbaskool.com/brandguide/food-and-beverages/9022- applebees.html 8. http://www.worldwidewingsus.com/default.aspx?Page=About 9. https://www.buffalowildwings.com/en/company/giving/ 10. https://www.businessinsider.com/buffalo-wild-wings-comeback-plan- 2018-2 11. https://alltvspots.com/2018/buffalo-wild-wings-escape-to-football- commercial/ 12. https://www.buffalowildwings.com/en/company/our-story/ 13.https://www.mbaskool.com/brandguide/food-and-beverages/9946- buffalo-wild-wings.html 14. https://adage.com/article/cmo-strategy/buffalo-wild-wings/314722/ 15. https://adage.com/article/cmo-strategy/buffalo-wild-wings/314722/ 16. https://www.owler.com/company/buffalowildwings 17. http://www.wingstop.com/about-us/ 18.https://www.washingtonpost.com/lifestyle/wellness/9-ways-millennials- are-changing-the-way-we-eat/2018/02/20/6bb2fe60-11eb-11e8-8ea1- c1d91fcec3fe_story.html?noredirect=on&utm_term=.1f39ec1d7904 19.https://www.forbes.com/sites/alexandratalty/2016/10/17/millennials- spend-44-percent-of-food-dollars-on-eating-out-says-food- institute/#d40bf173ff68 73
Sources
20. https://today.yougov.com/topics/food/explore/brand/Buffalo_Wild_Wings 21. http://fortune.com/2018/06/01/buffalo-wild-wings-twitter-hacked-racist- tweets/ 22. https://fox17online.com/2018/09/18/police-investigating-video-taken-at- downtown-buffalo-wild-wings/ 23. https://www.washingtonpost.com/lifestyle/wellness/9-ways-millennials- are-changing-the-way-we-eat/2018/02/20/6bb2fe60-11eb-11e8-8ea1- c1d91fcec3fe_story.html?noredirect=on&utm_term=.1f39ec1d7904 24. https://www.forbes.com/sites/alexandratalty/2016/10/17/millennials- spend-44-percent-of-food-dollars-on-eating-out-says-food- institute/#d40bf173ff68 25. https://www.businessinsider.com/millennials-consumer-spending-twice- as-much-at-restaurants-than-previous-generations-2017-7 26. https://www.forbes.com/sites/deeppatel/2017/08/26/food-leaders-take- notice-how-millennials-are-changing-the-way-we-eat/#5a5b4ca37175 27. https://www.hartman-group.com/hartbeat/432/when-millennials-get-the- munchies-how-they-differ-from-previous-generations 28. https://www.businessinsider.com/millennials-consumer-spending-twice- as-much-at-restaurants-than-previous-generations-2017-7 29. https://www.forbes.com/sites/deeppatel/2017/08/26/food-leaders-take- notice-how-millennials-are-changing-the-way-we-eat/#5a5b4ca37175 30. https://www.hartman-group.com/hartbeat/432/when-millennials-get-the- munchies-how-they-differ-from-previous-generations
Campaign Strategy
1. https://docs.google.com/forms/d/1mk1sbAwg1fD-WvK5EJmeuKVH_-s- kBevzIyWx6pKQT0/edit#responses 2. https://www.buffalowildwings.com/en/food/ 3. https://marketrealist.com/2016/04/strategy-behind-buffalo-wild-wings- stadia-design 4. https://www.buffalowildwings.com/en/company/our-story/ 5. http://www.worldwidewingsus.com/default.aspx?Page=About 6.https://docs.google.com/spreadsheets/d/1LWXTPryN_rDTxwKJlP8D1xue WkMAENxD7roc_ZUXjis/edit#gid=1796431732 74 Sources
7.https://docs.google.com/spreadsheets/d/1Cl8KMaJPbBDO3rEz1CGsLX 5FFH3UWPUYVQ820K2fGiM/edit
Creative Plan
1. https://www.owler.com/company/buffalowildwings 2. http://www.wingstop.com/about-us/ 3. http://ir.buffalowildwings.com/static-files/f916081f-660f-4be4-9c0a- f986283c342e 4. https://adage.com/article/cmo-strategy/buffalo-wild-wings/314722/ 5. http://www.fundinguniverse.com/company-histories/buffalo-wild-wings-inc- history/ 6. https://www.hooters.com/racing/ 7. https://www.mediapost.com/publications/article/178028/new-applebees- campaign-see-you-tomorrow.html 8. https://www.applebees.com/ 9. https://www.adweek.com/agencies/tgi-fridays-and-the-richards-group- reunite-to-promote-endless-apps/ 10. https://www.businessinsider.com/tgi-fridays-endless-apps-brand-revamp- 2017-2 11. https://www.marketwatch.com/press-release/buffalo-wild-wings-launches- we-do-it-for-you-campaign-tied-to-ncaa-march-madness-2017-03-15 12. https://www.mbaskool.com/brandguide/food-and-beverages/3534-tgi- fridays.html 13. https://www.mbaskool.com/brandguide/food-and-beverages/9022- applebees.html 14.http://academic.mintel.com.ezproxy.library.wisc.edu/display/890321/? highlight 15.http://academic.mintel.com.ezproxy.library.wisc.edu/display/880531/? highlight#hit1
75 Sources
Media Plan
1. http://www.marketingprofs.com/charts/2013/10981/the-best-days-and- times-for-high-ad-ctrs
Public Relations Plan
1. https://www.thedailymeal.com/drink/buffalo-wild-wings-self-serve-beer- wall/072618 2. https://en.wikipedia.org/wiki/Buffalo_Wild_Wings#History 3. https://www.qsrmagazine.com/outside-insights/5-trends-restaurants-can-t- afford-ignore-2018 4. https://en.wikipedia.org/wiki/Applebee%27s 5. http://ir.buffalowildwings.com/?_ga=2.56118187.1869991162.1538579033- 933107965.1481068414&_gac=1.213519008.1538579033.EAIaIQobChMIrez 0wsXq3QIVhLjACh3tmAf-EAAYAiAAEgKCt_D_BwE 6. https://www.mbaskool.com/brandguide/food-and-beverages/9946-buffalo- wild-wings.html 7. https://www.mbaskool.com/brandguide/food-and-beverages/9022- applebees.html 8. http://www.worldwidewingsus.com/default.aspx?Page=About 9. https://www.buffalowildwings.com/en/company/giving/ 10. https://www.businessinsider.com/buffalo-wild-wings-comeback-plan-2018- 2 11. https://alltvspots.com/2018/buffalo-wild-wings-escape-to-football- commercial/ 12. https://www.buffalowildwings.com/en/company/our-story/ 13. https://www.mbaskool.com/brandguide/food-and-beverages/9946-buffalo- wild-wings.html 14. https://adage.com/article/cmo-strategy/buffalo-wild-wings/314722/ 15. https://adage.com/article/cmo-strategy/buffalo-wild-wings/314722/ 16. https://www.owler.com/company/buffalowildwings 17. http://www.wingstop.com/about-us/
76 Sources
18. https://www.washingtonpost.com/lifestyle/wellness/9-ways-millennials- are-changing-the-way-we-eat/2018/02/20/6bb2fe60-11eb-11e8-8ea1- c1d91fcec3fe_story.html?noredirect=on&utm_term=.1f39ec1d7904 19. https://www.forbes.com/sites/alexandratalty/2016/10/17/millennials- spend-44-percent-of-food-dollars-on-eating-out-says-food- institute/#d40bf173ff68 20.https://today.yougov.com/topics/food/explore/brand/Buffalo_Wild_Wings 21. http://fortune.com/2018/06/01/buffalo-wild-wings-twitter-hacked-racist- tweets/ 22.https://fox17online.com/2018/09/18/police-investigating-video-taken-at- downtown-buffalo-wild-wings/ 23.https://www.washingtonpost.com/lifestyle/wellness/9-ways-millennials- are-changing-the-way-we-eat/2018/02/20/6bb2fe60-11eb-11e8-8ea1- c1d91fcec3fe_story.html?noredirect=on&utm_term=.1f39ec1d7904 24.https://www.forbes.com/sites/alexandratalty/2016/10/17/millennials- spend-44-percent-of-food-dollars-on-eating-out-says-food- institute/#d40bf173ff68 25.https://www.businessinsider.com/millennials-consumer-spending-twice- as-much-at-restaurants-than-previous-generations-2017-7 26.https://www.forbes.com/sites/deeppatel/2017/08/26/food-leaders-take- notice-how-millennials-are-changing-the-way-we-eat/#5a5b4ca37175 27.https://www.hartman-group.com/hartbeat/432/when-millennials-get-the- munchies-how-they-differ-from-previous-generations 28.https://www.businessinsider.com/millennials-consumer-spending-twice- as-much-at-restaurants-than-previous-generations-2017-7 29.https://www.forbes.com/sites/deeppatel/2017/08/26/food-leaders-take- notice-how-millennials-are-changing-the-way-we-eat/#5a5b4ca37175 30.https://www.hartman-group.com/hartbeat/432/when-millennials-get-the- munchies-how-they-differ-from-previous-generations
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