When customers walk into a sports-themed restaurant, culinary excellence often isn’t the first thing on their minds, but the team at Buffalo Wings & Rings sees its menu as yet another way to deliver a club-level experience to consumers who have been stuck in the bleacher seats all these years.

When asked how the food at Buffalo Wings & Rings differs from that of its competitors, Director of Franchise Development Dan Doulen was quick to count the ways.

Not only does the brand have a food-centric menu that is chef-driven, he said, it works closely with a franchise advisory council to consider new items that are positioned for maximum customer satisfaction and restaurant sales.

Buffalo Wings & Rings takes a scientific approach to its menu, closely studying trends and how they relate to increased sales. For instance, what is the steadily expanding Hispanic market looking to eat? What do Millennials want on their menus? What items provide the best return on investment by appealing to the widest array of customers? These are the types of questions the brand is constantly asking itself, using technology to better know its customers and working with various companies to gather useable data.

Throw in the fact that all of BW&R’s menu items are prepared fresh and never frozen while also served on real plates with actual silverware, and it’s easy to see how the brand sticks out from the pack.

“Freshness is extremely important to us,” Doulen said. “It’s a pillar of our brand.”

Meanwhile, Bufallo Wings & Rings Executive Chef Elliot Jablonsky is always on the hunt for bold new flavors to keep guests wowed. And while he has created a diverse menu that offers something to suit all tastes, it’s clear what a restaurant with “wings” in its name specializes in.

“Traditional or boneless – my favorite items on the menu are the wings, hands down,” Doulen said. Many of the brand’s loyal customers would heartily agree.

Of course, Buffalo Wings & Rings’ quest for the finest flavors doesn’t end with the food.

“We are testing a new beverage menu with six new specialty cocktails,” said Diane Matheson, marketing director at Buffalo Wings & Rings. “Plus, our guests can find a mix of draft and craft beers, signature cocktails, wine and spirits.”

Consumers tired of man-cave sports restaurants where food is a secondary concern have found a new home at Buffalo Wings & Rings – a place where the whole family can come for delectable dishes, delicious drinks and HDTVs playing the big game.

“Our goal is to provide customers with the club-level experience without the club-level price,” Doulen said. “Crafting a menu with fresh, delicious and affordable food options is a big part of that.”

With 17 consecutive quarters of same-store sales growth, it appears the brand is on the right track.