are not too many other restaurants that can beat us when it comes
to late-night deals. Plus we have $3 appetizers most nights and
also specials on our wings.”
Managers at the restaurants near Mississippi State and
University of Mississippi note that value days and promotional
days drive much higher traffic in college towns, whereas non-
college locations typically see steady traffic throughout the week
from the local population.
Regardless of when college students come in and what they
order, Buffalo Wild Wings still provides a perfect platform to
connect with college students.
“The relationship we have built with colleges has benefited us
tremendously,” said Moorhead. “The partnership aligns perfectly
with who we are as a brand - WINGS. BEER. SPORTS™. We see
thousands of college kids through our doors each year and always
look forward to seeing new faces in our markets.”
The Xs and Os of Sports Team
Engagement
Leveraging the sports part of the BWW motto can be crucial
for restaurants located in a college town, but again, there is a
different experience to be had by everyone.
Anderson Management Group has a great working relation-
ship with the athletic programs in Montana. Through Learfield
Sports Properties, Buffalo Wild Wings serves as one of the many
sponsors during football season. The local B-Dubs locations
hosts two to three tailgates per year where fans can come out to
a BWW tent and sample various wings, pick up Buffalo Wild
Wings swag and grab a few coupons for their next visit.
“Our mascot is always a huge hit, especially with kids,” said
Moorhead. “Hundreds of pictures are taken with the mascot each
tailgate. Both markets have a huge fan base not only for football
– but our wings!”
The World Wide Wings location near California State
University – Bakersfield also leverages the high energy of sports
fans through promotions. The school is new to Division I
athletics, and the basketball team especially is creating a lot of
buzz.
In addition to having billboard signage throughout the
season, the restaurant also runs a promotion called Score 5, Get
5. If a team scores five 3-point shots in a game, everyone wins
five free boneless wings, and attendees receive their Buffalo Wild
Wings coupon as they exit the arena.
“The Buffalo Wild Wings brand is represented well in the
arena, and the promotion is engaging,” said Parish. “This promo-
tion has created a ritual for student fans to go to B-Dubs after a
game, with or without a coupon. Buffalo Bill attends some games
to engage with Roadrunner fans as well, which creates more
awareness and excitement around our brand.”
Parish notes that the coupons have a 7.7 percent redemption
rate, and the sponsorship with the basketball teams includes 50
game vouchers, which the restaurant uses to reward hard-working
staff members and VIP customers.
The company also has a sponsorship with the University
of Oregon where one of the most popular sources for revenue
are sports talk shows for the basketball and football teams.
Throughout the respective seasons, Buffalo Wild Wings hosts live
radio shows that feature coaches and provide fans with valuable
meet-and-greet time. The location usually hosts these events on
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