In its first redesign since 2012, the casual dining franchise has refreshed its logo, created new seating areas and enhanced its technology to create a more ‘immersive’ guest experience.
Buffalo Wild Wings is getting a new look, inside and out. The casual dining franchise has an all-new restaurant design it has already begun rolling out, the brand’s parent company, Inspire Brands, announced via its website.
In an effort to “bring Buffalo Wild Wings back to its roots as a great American sports bar,” the brand’s new design places more prominence on its bar area and features varying seating arrangements designed to encourage flexibility and accommodate large groups. Other features include two new seating areas called the Dugout, an extension of the waiting area where patrons can hang out without missing a second of the game, and the MVP room, a VIP experience that will be unique to each location.
Additionally, the new Buffalo Wild Wings locations have revamped technology in the form of audio and visual enhancements like 4K televisions and perhaps most notable, LED environmental lighting that creates activated lighting events based on crowd noise.
According to the announcement, the first two next-generation restaurants featuring opened today in New Caney, Texas, and Bowling Green, Kentucky. Two more restaurants in Arden, North Carolina, and Fort Worth, Texas with the new design are set to open in early January as well.
A Restaurant Business article covering the unveiling noted the new prototype is the most noticeable action Inspire Brands has taken toward revamping the brand since it was acquired in late 2017. A “complete recast” of Buffalo Wild Wings is expected to begin by fall 2019, according to the article.
“Buffalo Wild Wings is all about creating legendary experiences between friends, and this new design was built to do just that,” said president Lyle Tick. “We are giving guests the flexibility and freedom to truly be themselves and experience the game on their terms.”
Check out the full announcement (and accompanying photos) here.
Photo courtesy of Inspire Brands.