The CEO of Buffalo Wild Wings has announced a major change to the company's customer service. As part of this shift, the restaurant chain opened its 100th location, designed for fast pickup and delivery.
This new spot, located in New York City's Upper East Side, started serving customers on Wednesday. The move aims to make getting food quicker and more convenient for Buffalo Wild Wings patrons.
Buffalo Wild Wings Expands Quick-Service Model
The sports bar chain Buffalo Wild Wings has seen rapid growth with its "Buffalo Wild Wings Go" service, introduced four years ago, according to CNBC. This service model features almost all the usual menu items and popular wing sauces but in a much smaller space-there's no area to sit and eat.
The layout of these Go locations is mainly kitchen space, with digital screens showing order statuses. A few staff members are present to help customers with their orders. The concept was developed for fans who crave the chain's food but may not always be interested in the traditional sports bar atmosphere.
John Bowie, the brand president of Buffalo Wild Wings, mentioned that prior to the COVID-19 pandemic, the Go format made up about 15% of the company's overall sales. Since the pandemic, this figure has increased significantly, with takeout and delivery now accounting for at least 33% of sales.
Although traditional Buffalo Wild Wings locations continue to offer delivery and takeout, the Go sites provide a streamlined service closer to where customers are. "This was an opportunity for us to take the takeout portion of the business, put it inside a freestanding unit, and place it conveniently close to our customers," Bowie explained.
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Buffalo Wild Wings' delivery and takeout spinoff, "Go," has reached 100 locations since its 2020 launch, with plans to grow to 150 by year's end. This expansion by parent company Inspire Brands caters to increased demand for convenient dining options.
"Go" offers a full menu, including chicken wings and tenders with 26 sauce choices, burgers, wraps, and sides, all tailored for quick service. These compact outlets average 1,500 square feet and are typically found in suburban shopping centers, facilitating faster development and closer proximity to residential areas. With 65% of its sales online, the model focuses on digital orders, although some seating is available.
Bowie stated, "We've packed all the innovation and flavor of our large sports bars into a convenient format for on-the-go customers."
"Go" Locations Set to Outpace Traditional Sports Bars
Buffalo Wild Wings' "Go" locations are set to expand rapidly, outstripping the growth of their traditional sports bars, according to Bowie. He explained that obtaining approvals and constructing a full-sized sports bar is a lengthy and costly process.
In contrast, the more compact "Go" format allows franchisees to quickly open new outlets.
Currently, Buffalo Wild Wings has 60 franchisees who are finding it quicker and more cost-effective to develop these streamlined locations. The investment required to open a "Go" outlet ranges from approximately $560,000 to $1.05 million, significantly less than the $2.44 million to $4.83 million needed for a full-sized sports bar.
This affordability and efficiency have attracted about 600 franchise commitments for new "Go" locations nationwide. With this strong interest from franchisees, customers could see up to 50 more "Go" locations operational by the end of December.
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