Shifting a franchise's customer demographic

Buffalo Wings & Rings still wants sports fans to eat its signature wings and burgers while watching their favorite game, but it has overhauled its menu and transformed its store to appeal to the decision makers in the home – the woman and ultimately their families.

“In most families, the decision of where they dine out is made by the wife, then the kids and then maybe the husband,” said Philip Scham, executive vice president of franchise development. “We want to be more women-friendly and we are doing this through our menu and the appearance of the store.  It’s a win-win for the entire family.  The husband gets to enjoy the wings and watch sports, while the wife is given a flavor profile that she can’t resist along with a fun atmosphere to enjoy with her family.”

A store re-design has made it lighter and brighter at half of the Buffalo Wings & Rings locations, by putting in more windows, taking out the tap tables, providing plush seating, softer feminine shapes, separating the bar and restaurants and making it more family-friendly.

"We are shedding the image that most sports bars have – the man cave with bad fried food, a place you wouldn’t take your family,” said Diane Matheson, the company’s marketing director. “We are focusing on the 30-55 year old consumer with more sophisticated tastes and palate. We want Buffalo Wings & Rings to be the place to experience a club level sports restaurant.”

Other design changes include sporting events broadcast on dozens of big-screen TVs, but the volume is kept lower outside the bar area, the restaurant is soundproofed to reduce noise, the bar area is separated from the restaurant, bathrooms are located away from the bar area and games for children have been moved away from the front door and bar area.

“Now the stores have a more colorful new look and expanded menu due to the addition of an executive chef on staff.  We still offer our signature wings with 12 sauces and two dry seasonings that range from the traditional to the avant-garde. The menu has also been updated to include a wealth of American classics with flavors that push the envelope and specialty burgers, gyros and salads,” said CEO Nader Masadeh. “We are elevating the customer experience, providing top notch service and high-quality food in a fun and friendly environment.”

There truly is something for everyone at Buffalo Wings & Rings.