Buffalo Wild Wings Fights Night Hunger with New After-Dinner Menu

New online game at www.NightHunger.com offers guests the chance to win variety of prizes

MINNEAPOLIS--(BUSINESS WIRE)--June 2, 2008--Buffalo Wild Wings(R), Inc. (Nasdaq: BWLD), the sports grill and bar known for its award winning Buffalo, NY-style chicken wings spun in one of 14 signature sauces, is targeting the growth of its after-dinner day-part with the launch of its Night Hunger(TM) menu, a new menu of shareable items specifically for the after-dinner crowd. Buffalo Wild Wings' "Night Hunger" campaign kicks off across the country today.

The after-dinner crowd, characterized by Buffalo Wild Wings as guests at the restaurant between 9 p.m. and close, currently makes up about 15% of total sales. The Company is directly targeting this segment to remind guests "Our Kitchen Doesn't Close Until We Do(TM)," in an effort to encourage more guests to order food while watching games and having drinks during the after-dinner hours. The Night Hunger menu will land on tables at 9 p.m. every night and features a variety of shareable menu items for groups to enjoy including the new Ballpark Sampler(TM) and the Cheese Burger or Pulled Pork Slammers(TM).

To support the new menu, Buffalo Wild Wings will launch a unique new way to engage guests, "Night Hunger The Game" online at www.buffalowildwings.com and www.nighthunger.com where players can test their skills against a variety of classic monsters bent on attacking the player. The player's spacebar doubles as a stomach growl-o-meter that, when hit just right, unleashes a blood curdling stomach growl that sends the monsters running in a variety of entertaining ways. Beat them all and players receive the ultimate reward: vouchers for free menu items at Buffalo Wild Wings.

"We see opportunity to further grow sales in the after-dinner day-part by reminding our current guests and potential new guests that Buffalo Wild Wings is the perfect place to grab a bite to eat after a movie or getting off work late, or when coming from a sporting event," commented Sally Smith, President and CEO, Buffalo Wild Wings. "We already have a strong after-dinner crowd coming in for drinks with friends or to watch sporting events on our HD TVs and grab some wings. Our goal is to increase sales within this segment by introducing some new shareable food items specifically aimed at pleasing this crowd."

Buffalo Wild Wings will also be promoting its "Night Hunger" campaign with regional and local radio advertising, in-restaurant marketing materials, a Cheese Burger Slammers product sampling from 9 -10 p.m. on June 2nd in participating restaurants, and through emails to its Buffalo Circle members.

About Buffalo Wild Wings

Buffalo Wild Wings, Inc., founded in 1982 and headquartered in Minneapolis, Minnesota, is a growing owner, operator and franchisor of restaurants featuring a variety of boldly-flavored, made-to-order menu items including Buffalo-style chicken wings spun in one of 14 signature sauces. Buffalo Wild Wings is an inviting neighborhood destination with widespread appeal and is the recipient of dozens of "Best Wings" and "Best Sports Bar" awards from across the country. There are currently over 500 Buffalo Wild Wings locations in 37 states.

SOURCE: Buffalo Wild Wings(R), Inc.


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