For many, saucy chicken wings paired with delicious appetizers and a cold brew is the perfect recipe for the ultimate Super Bowl viewing experience. For that reason, Cincinnati-based elevated sports restaurant franchise Buffalo Wings & Rings is expecting their annual spike in sales as we head towards Super Bowl Sunday. With the addition online ordering this year and an engaging in-restaurant marketing campaign, the day of the big game is set to be one of the biggest night of the year for Buffalo Wings & Rings locations.
“The playoffs are naturally a busy and profitable time for our stores because the food fare is perfect for sports fans to enjoy while watching good football,” said Buffalo Wings & Rings Marketing Manager Linsey Case. “The time allows us to focus on our club level experience by offering several promotions and perks to our guests.”
Each guest that places an online order of more than 40 wings receives an inflated tote bag to keep their wings warms on the way home. According to Case, this gesture reaffirms the VIP experience Buffalo Wings & Rings promises its customers, offering high quality food complemented by excellent service.
“On Super Bowl Sunday and the days leading up to it, we encourage our franchise owners to focus on our brand promise,” said Case. “We want our guests to feel like visiting their local Buffalo Wings & Rings on Super Bowl Sunday offers them the best seat in the house for food and the big game.”
To help beef up in-store sales and provide guests with a memorable Super Bowl experience, many Buffalo Wings & Rings franchisees and corporate-owned location operators provide campaigns and specials tailored to their local market. For instance, Crestview Hills Buffalo Wings & Rings General Manager William Stone founded “The Buffabowl” last year as a fun way to add another dimension to the Super Bowl viewing experience.
Stone noticed that while carry-out orders skyrocketed on Super Bowl Sunday, less people were dining in at the restaurant because they were taking wings out to enjoy in their homes while cheering on the game with family and friends in their own living rooms.
“We needed something to elevate the in-store experience on Super Bowl Sunday to get guests into our restaurant and let them enjoy a party in our dining room similar to one they’d throw at home,” said Stone. “The Buffabowl was born in 2017, and we essentially created the ultimate game day celebration by making sure no guest left empty handed, whether it be t-shirts, keychains or lanyards we gave out, as well as keeping them busy with rounds of bingo, raffles, and other activities to amp up the festivity of the game.”
Stone said other activities included a DJ performance at halftime, a football toss competition and more. The Buffabowl was a success at the Crestview Hills restaurant, and the location saw a 20 percent increase of in-store sales from Super Bowl L to Super Bowl LI.
All corporate-owned Buffalo Wings & Rings locations have adopted The Buffabowl celebration for 2018 and this year will incorporate fundraising into the event by collecting donations for the brand’s charitable organization, the Buffalove Foundation.
“We invite all of our franchise locations to participate in The Buffabowl and hope to get more units involved each year,” said Stone. “Our goal is to continue to grow the tradition to add to the brand’s in-store success on Super Bowl Sunday and provide guests with an annual plan to watch the big game at their local Buffalo Wings & Rings.”