Buffalo Wings & Rings moves 'beyond the man cave'

Cincinnati-based Buffalo Wings & Rings is breaking away from the herd of sports bars in a crowded scene by “escaping the man cave” with its new building design. The chain’s “G3” prototype design loses the “cave” aspect by brightening the space with a more inviting color palette, lighting scheme and graphics package, which is broadening Buffalo Wings & Rings’ appeal beyond just men.

 

The brand designed the G3 prototype in collaboration with Interbrand Design Forum, one of the top commercial-design firms in the United States. Its most recent opening to carry the new look, in Crestview Hills, Kentucky, will serve as the template for future Buffalo Wings & Rings locations.

 

“There is more than one way to enjoy great food and a great game,” said Nader Masadeh, president and chief executive of Buffalo Wings & Rings. “Our G3 restaurant design keeps all the energy and excitement of the ‘man cave’ for a big game but creates a much more versatile environment where families, singles, Millennials, and any other group of people will enjoy themselves and our food, for any number of occasions.”

 

New Buffalo Wings & Rings locations will carry the updated color scheme and contemporary brick and wood finishes. On the walls, beer company signage and sports knickknacks have been replaced with framed brand statements like “Great Food. No Bull.” The prototype also includes more seating away from the bar, with more big-screen TVs so larger groups at the booths or tables don’t miss any action. The booths and tables are oval-shaped to allow more sight lines to dining companions, giving families and large groups of friends or teammates an easier way to talk while enjoying shareable appetizers or wings. New community tables can accommodate even larger groups, and they are equipped with an at-table beer tap system so that groups of diners can pour a predetermined amount of beer for themselves without getting up to order at the bar.

 

“This new design was one of several leaps forward the Buffalo Wings & Rings brand made in 2014, its 30th year in business,” Masadeh said. “We’re also incredibly excited about new menu items that already have been a big hit with our guests, as well as the new-store development we were able to achieve this year with our 30th-anniversary franchise incentive.”

 

Throughout 2014, Buffalo Wings & Rings offered a $30,000 discount off the $35,000 franchise fee to new and existing operator partners. One big draw of the chain’s new prototype is a hybrid design that combines the casual-dining environment for guests with a back-of-the-house modeled on a quick-service kitchen, optimizing the ease and convenience of operations for franchisees and ensuring higher profit margins. The brand has 45 restaurants in 12 states.