Driven by a demand for an alternative to traditional sports bars, Buffalo Wings & Rings was established in 1984 in Cincinnati and focuses on the fun of gathering around sports events and everyday moments, as well as an elevated menu. Now, the 80-unit restaurant franchise is launching a smaller, revamped restaurant, built with cost-savings for franchisees and designed to meet evolving consumer preferences. In September, the first G4 Buffalo Wings & Rings model, which is being used as the corporate test store, is opening in Milford, Ohio, and a second location is projected to open in Campbellsville, Kentucky in 2021.

“We are always looking to create more efficiencies for franchisees and ways to increase unit-level economics,” said Dan Doulen, Director of Franchising. “Not only with construction and design, but also when it comes to operations and procedures. A smaller footprint will both reduce the initial investment and the ongoing operational costs while maintaining our high level of quality. In addition, the new layout is designed to encourage more guests to visit us, as well as to accommodate larger group sizes.”

Buffalo Wings & Rings began planning the concept a few years ago after listening to the feedback from current franchise owners as well as prospective buyers. The brand partnered with FRCH, an American architectural and design firm headquartered in Cincinnati, Ohio for the design and development, based on consumer insights. Over the past few months, the new design has aligned perfectly with the needs of consumers as the world emerges from the COVID-19 pandemic. 

Buffalo Wings & Rings is creating new and better accommodations for take-out customers and third-party delivery services — two massive revenue streams for restaurant owners in a post-COVID world that will increase the focus on the top line. As Doulen points out, franchisors need to make sure they take advantage of these offerings if they hope to survive.

“In addition to a streamlined area for take-out and pick-up, we will have a designated door that will allow staff to bring the food out to the customer’s car,” said Doulen. “Other aspects of this new model include a revamped service model and technology, digital guest experience, on-demand ordering, food tracking and more.” 

To create these optimizations, Buffalo Wings & Rings enlisted the help of Profitality, an industrial engineering consulting company, to measure the efficiency of everything from the customer experience to the operations. For example, Profitality helped the brand understand the pitfalls of the current kitchen layout and the specific menu items that were holding up the system so they could create an enhanced menu and modernized kitchen design. The company also helped Buffalo Wings & Rings optimize construction costs, furniture sourcing and more.

When it comes to the physical design, the new store model will be a redesigned patio with a fire pit, a lounge and a U-shaped bar located closer to the middle of the restaurant than the previous design’s straight bar, which occupied the far side of the building. Each of these spaces has been designed to accommodate food and drink service and offer unobstructed views of multiple televisions. These changes have been designed and tested with franchisees to appeal to the preferences of consumers, particularly millennials.

Doulen notes that Buffalo Wings & Rings will implement the same high level of safety and sanitation measures at the new locations to promote optimal safety for both customers and staff.

To encourage franchisees and support their business endeavors during this difficult time, Buffalo Wings & Rings has also announced a new development incentive program, including a waived franchise fee and royalty reduction for prospects interested in the G4 model. 

“If someone qualifies for our incentive program, there will be no royalty due for the first six months of operation,” said Doulen. “The initial franchise fee, which is normally $40,000, will be waived, as well. If you do the math on what you may make in revenue in the first six months, with no royalty, you’ll see how beneficial this incentive is.”

With these upcoming changes, Buffalo Wings & Rings is positioning franchisees for continued success in the new industry landscape and ensuring that the legacy brand continues to evolve with changes in consumer habits.

“In addition to evolving what customers already love about us, we’re also focusing on the profitability for our franchisees,” said Doulen. “Everything we do is about creating VIP service, chef-inspired food, craveworthy wings & rings and a fun place to hangout with friends and family.”

For more information on franchising with Buffalo Wings & Rings, visit: https://ownabuffalo.com/