Buffalo Wild Wings Unveils Innovative New Restaurant Look
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Buffalo Wild Wings Unveils Innovative New Restaurant Look

Buffalo Wild Wings Unveils Innovative New Restaurant Look

As part of the return to its roots as THE Great American Sports Bar, Buffalo Wild Wings is rolling out an innovative new restaurant design that provides guests a unique and immersive experience to hang out, watch games, and create memories with friends.

The redesign — the brand’s first since 2012 — includes a more dominant bar that anchors the indoor and outdoor dining experience, free-flowing and flexible seating areas, VIP spaces, stadium-like A/V technologies with LED modular screens, and a fully enclosed patio with roll-up doors and skylights.

“Buffalo Wild Wings is all about creating legendary experiences between friends, and this new design was built to do just that,” Lyle Tick, president of Buffalo Wild Wings. “We are giving guests the flexibility and freedom to truly be themselves and experience the game on their terms.”

From the moment guests arrive, the restaurant offers a welcoming, community feel. The exterior features wood, metal, and brick textures and includes an enhanced patio and designated takeout entrance. The refreshed Buffalo Wild Wings logo sits atop the restaurant entrance that is bordered by a single yellow LED band.

Buffalo Wild Wings focused on flexibility when designing the interior, with ample seating that includes a mix of table tops, booths, community tables, and even rails to easily accommodate parties of all sizes. The open layout allows guests to easily flow from the front waiting area to the more prominently showcased bar, larger dining space, and two new concepts: the Dugout and the MVP Room.

The Dugout functions as an extension of the waiting area, with lounge-like seating and bleachers constructed of reclaimed wood from basketball courts.

“The Dugout is a great space for guests to grab a drink, sit on the bleachers, and watch the game while they wait,” explains Luke DeRouen, vice president of brand experience and activation at Buffalo Wild Wings. “On a big night — like a UFC fight or a primetime NFL game — the bleachers transform from a cool waiting spot to one of the best seats in the bar.”

The MVP Room, accessible only to guests aged 21 or older, is outfitted with two 80-inch TV screens, a 60-inch monitor, gaming consoles, and six self-pour beer taps (subject to local restrictions). With updated A/V that provides a “mini stadium environment,” the space serves as three unique experience functions: private viewing, gaming, and local activation.

“There’s nothing like this in the current Buffalo Wild Wings,” DeRouen says. “The local experience will be different for every community, and that’s exactly what we want. We now have an ideal spot to host local radio remotes and coaches shows, as well as an area for the local high school star to sign his Letter of Intent to play college ball.”

Guests can also expect to be wowed by a state-of-the-art digital experience. Surrounding the dining area and bar are large, arena-like video screens with anti-glare technology and streaming capabilities. New LED environmental lighting allows the restaurant to customize lighting to reflect a sports team’s colors and to create activated lighting events based on crowd noise.

The new restaurant design signals another critical step in the evolution of the popular sports bar brand, which was acquired last year by Inspire Brands, a multi-brand restaurant company whose portfolio includes more than 8,300 Arby’s, Buffalo Wild Wings, SONIC Drive-In, and Rusty Taco locations worldwide. Buffalo Wild Wings recently unveiled the new look with new restaurants in Texas, Kentucky, and North Carolina, and will focus on rolling out the redesign across the country in 2019 and beyond.  

For full details on the brand’s major redesign, visit stories.inspirebrands.com/first-look-buffalo-wild-wings-unveils-new-restaurant-design. To learn more about franchise opportunities with Buffalo Wild Wings, visit bwwfranchising.com.


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Published: May 17th, 2019

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