Buffalo Wild Wings Ups Its Sensitivity Training to Prevent Racial Incidents

Buffalo Wild Wings recently came into the national conversation after two managers displayed racial prejudice against guest racism. The two managers working in the Naperville, Illinois store were fired after asking a group of African American customers to change tables because two Caucasian guests didn’t want to sit by them, according to Restaurant Business.

The customers who were racially attacked said they’re not suing Buffalo Wild Wings, but they hope that the quick-service restaurant brand uses this unfortunate incident “as a springboard for change,” according to the article. Buffalo Wild Wings President Lyle Tick promises to improve its staff sensitivity training and hopes to meet with the “mistreated families when they’re ready.”

“The families involved brought up several great recommendations and requests in their press conference, all of which we can address,” Buffalo Wild Wings said in a statement on Twitter. “We also look forward to having a meaningful, open dialogue with the families when they are ready.”

Bdubs’s statement has received a positive response and many users on Twitter are praising the restaurant for fixing the problem rather than dismissing it. One user said, “Give your crisis management team a bonus—they helped you handle this well.” Another responded to the statement saying, “Class act by my second favorite restaurant...you’re the real MVPs.”

McDonald’s recently launched a new anti-bullying and anti-violence training program in an effort to prevent violence, sexual assault, unconcious bias and power dynamics in the workplace. A restaurant’s customer service is key in attracting new customers and upholding a positive reputation—and especially significant in the age of brand intimacy as developed by a sense of alignment with a brand’s mission.

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