Buffalo Wings & Rings understands that the sports restaurant industry is changing. In fact, the brand was originally founded to satisfy the demand for an alternative to the traditional sports restaurant. Now, Buffalo Wings & Rings is continuing to adapt as COVID-19 creates unprecedented challenges for the segment.
“We all wish we had a crystal ball to see the future, but I am confident that we will be experiencing a new normal after this pandemic, especially in the sports restaurant segment,” said Buffalo Wings & Rings CEO Nader Masadeh.
Sports restaurant brands have been brainstorming ways of observing social distancing and meeting consumer demand while still providing some of the social experiences that were part of their DNA in pre-pandemic times. Sports and other forms of guest amusements were early casualties of the crisis — a minor sacrifice when concepts were limited to takeout and delivery, and one that was manageable with a dash of creativity. A challenge of a different magnitude now looms as dining rooms reopen and outdoor seating is approved in many markets. Brands are trying to figure out what they’ll do inside reconfigured seating areas once the initial elation of dining out again wears off.
“Many people think sports restaurants are all about sports, but they are really just about human connection,” said Masadeh. “Sports are just one way that people connect. Now, traditional sports restaurants will continue to shift what they show on television, implement virtual events and also customize the menu to promote shareability and unique dining experiences.”
For example, when Buffalo Wings & Rings resumed on-site dining, the concept was pulling 80,000 participants to its weekly three-hour Thursday night virtual happy hours on Facebook Live. Each of the seven events had a different theme and trivia contest, and “attendees” could form themselves into teams. Just as in most happy hours, fans could get half-price drinks and a few appetizers to munch — albeit via delivery or takeout — as they socialized. “We received over 20,000 comments,” says Masadeh. “At one point we offered coupons. We saw about 1,500 redemptions and close to $40,000 coming in those nights from these events.”
When it comes to the restaurant industry as a whole, Masadeh notes that the reconfiguration of dining rooms and heightened sanitation protocols likely won’t be the only changes.
“There will be an increased demand for simplified menus balanced with innovation and variety as general sales shift to individual meals instead of larger tickets,” said Masadeh. “The restaurant industry as a whole will seek new ways to drive revenue, including ghost kitchens, catering programs and delivery. Technology will undoubtedly continue to play a vital role, whether that be with tablets to pay at the table, online ordering or self-service kiosks. Also, in terms of actual sites, restaurant brands will be looking to minimize space and capitalize on outdoor seating.”
Now, Buffalo Wings and Rings is rolling out its revamped G4 restaurant design, built with cost savings for franchisees and designed to meet these evolving consumer preferences. The brand began planning the new concept a few years ago after listening to the feedback from current franchise owners as well as prospective buyers. Over the past few months, the new G4 design has aligned perfectly with the needs of consumers as the world emerges from the COVID-19 pandemic.
“With the G4 model, we are looking to provide the best dining experience for any type of guest,” said Masadeh. “If they want to come in and have a traditional dining experience, we have a space for families. If they’re there for a quick hang-out with buddies, we have a contactless space where they can order on their own and avoid interacting with staff. Customers will also be looking for a connection between indoor and outdoor spaces, and we’ve created that in the new G4 model. The new store model features a redesigned patio with a fire pit, a lounge with plenty of windows and a U-shaped bar.”
In addition, technology will play a large role in the revamped restaurant design, including the ability to pay at the table, order ahead for pick-up and more. To provide consumers with a VIP off-premises experience, the G4 model will also feature an innovative valet pickup, where customers drive under a canopy and pick up the food without needing to worry about interactions.
“COVID-19 really just expedited where Buffalo Wings & Rings was already headed,” said Masadeh. “For example, the demand for variety within an indoor/outdoor restaurant space has always been there, and the shift to off-premises and delivery services was already well underway. In addition, the need for technological integration has been a primary focus over the past few years. Now, it just so happens that all of these changes have been accelerated to combat COVID-19 and position brands for success in the new normal.”
Buffalo Wings & Rings is waiving the initial franchise fee of $40,000 and eliminating royalties for the first six months for existing and prospective franchisees who qualify to build a G4 restaurant. With this initiative, franchisees are positioned for continued success in the new sports restaurant landscape as the legacy brand continues to evolve with changes in consumer habits.
For more information on franchising with Buffalo Wings & Rings, visit:
Wings and Rings
SPONSORED
With a focus on off-premises offerings and digital ordering, the wing brand’s new restaurant revamp is perfectly positioned for a post-COVID world.
Buffalo Wings & Rings understands that the sports restaurant industry is changing. In fact, the brand was originally founded to satisfy the demand for an alternative to the traditional sports restaurant. Now, Buffalo Wings & Rings is continuing to adapt as COVID-19 creates unprecedented challenges for the segment.
“We all wish we had a crystal ball to see the future, but I am confident that we will be experiencing a new normal after this pandemic, especially in the sports restaurant segment,” said Buffalo Wings & Rings CEO Nader Masadeh.
Sports restaurant brands have been brainstorming ways of observing social distancing and meeting consumer demand while still providing some of the social experiences that were part of their DNA in pre-pandemic times. Sports and other forms of guest amusements were early casualties of the crisis — a minor sacrifice when concepts were limited to takeout and delivery, and one that was manageable with a dash of creativity. A challenge of a different magnitude now looms as dining rooms reopen and outdoor seating is approved in many markets. Brands are trying to figure out what they’ll do inside reconfigured seating areas once the initial elation of dining out again wears off.
“Many people think sports restaurants are all about sports, but they are really just about human connection,” said Masadeh. “Sports are just one way that people connect. Now, traditional sports restaurants will continue to shift what they show on television, implement virtual events and also customize the menu to promote shareability and unique dining experiences.”
For example, when Buffalo Wings & Rings resumed on-site dining, the concept was pulling 80,000 participants to its weekly three-hour Thursday night virtual happy hours on Facebook Live. Each of the seven events had a different theme and trivia contest, and “attendees” could form themselves into teams. Just as in most happy hours, fans could get half-price drinks and a few appetizers to munch — albeit via delivery or takeout — as they socialized. “We received over 20,000 comments,” says Masadeh. “At one point we offered coupons. We saw about 1,500 redemptions and close to $40,000 coming in those nights from these events.”
When it comes to the restaurant industry as a whole, Masadeh notes that the reconfiguration of dining rooms and heightened sanitation protocols likely won’t be the only changes.
“There will be an increased demand for simplified menus balanced with innovation and variety as general sales shift to individual meals instead of larger tickets,” said Masadeh. “The restaurant industry as a whole will seek new ways to drive revenue, including ghost kitchens, catering programs and delivery. Technology will undoubtedly continue to play a vital role, whether that be with tablets to pay at the table, online ordering or self-service kiosks. Also, in terms of actual sites, restaurant brands will be looking to minimize space and capitalize on outdoor seating.”
Now, Buffalo Wings and Rings is rolling out its revamped G4 restaurant design, built with cost savings for franchisees and designed to meet these evolving consumer preferences. The brand began planning the new concept a few years ago after listening to the feedback from current franchise owners as well as prospective buyers. Over the past few months, the new G4 design has aligned perfectly with the needs of consumers as the world emerges from the COVID-19 pandemic.
“With the G4 model, we are looking to provide the best dining experience for any type of guest,” said Masadeh. “If they want to come in and have a traditional dining experience, we have a space for families. If they’re there for a quick hang-out with buddies, we have a contactless space where they can order on their own and avoid interacting with staff. Customers will also be looking for a connection between indoor and outdoor spaces, and we’ve created that in the new G4 model. The new store model features a redesigned patio with a fire pit, a lounge with plenty of windows and a U-shaped bar.”
In addition, technology will play a large role in the revamped restaurant design, including the ability to pay at the table, order ahead for pick-up and more. To provide consumers with a VIP off-premises experience, the G4 model will also feature an innovative valet pickup, where customers drive under a canopy and pick up the food without needing to worry about interactions.
“COVID-19 really just expedited where Buffalo Wings & Rings was already headed,” said Masadeh. “For example, the demand for variety within an indoor/outdoor restaurant space has always been there, and the shift to off-premises and delivery services was already well underway. In addition, the need for technological integration has been a primary focus over the past few years. Now, it just so happens that all of these changes have been accelerated to combat COVID-19 and position brands for success in the new normal.”
Buffalo Wings & Rings is waiving the initial franchise fee of $40,000 and eliminating royalties for the first six months for existing and prospective franchisees who qualify to build a G4 restaurant. With this initiative, franchisees are positioned for continued success in the new sports restaurant landscape as the legacy brand continues to evolve with changes in consumer habits.
For more information on franchising with Buffalo Wings & Rings, visit:
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