In 1984, Buffalo Wings & Rings served up its very first chicken wing in Cincinnati, Ohio. Ever since that humble beginning, the brand has grown rapidly throughout its home state. Today, it boasts more than 70 locations throughout the United States, proving that this Midwestern-based restaurant had a concept and a model that could thrive just about anywhere.

Nowhere is this more evident than in Florida—a state that, today, is home to four Buffalo Wings & Rings locations and counting. But getting to that point wasn’t exactly easy. And like any brand breaking into an emerging market, it came with its own set of unique challenges—challenges that both the franchisee and the franchisor worked together to overcome.

That story starts in North Port, Florida in 2009, when David and Brian Bourlier took a chance on an emerging Cincinnati-based brand. Prior to joining Buffalo Wings & Rings as a franchisee, David’s father, Brian, spent 34 years with the Ford Motor Company in Dearborn, Michigan. He started in 1972 at age 19 and retired in 2007 at age 53. After two years of retirement, he decided he wanted a business opportunity he could run with his family, so he signed on as a Buffalo Wings & Rings franchisee in North Port, Florida—the first in the state. After experiencing success at their initial location, the family then opened their second location in Port Charlotte in 2014.

David admits that launching Buffalo Wings & Rings in a state with very little brand awareness came with its fair share of headaches in the beginning. But with the help of the Buffalo Wings & Rings’ corporate team, continued success was well within reach. So much so, in fact, that the Bourliers have recently secured real estate for their third location in the state in Fort Myers.

“Buffalo Wings & Rings really worked hand-in-hand with us and treated this as a true partnership from the very beginning. They recognize that our success is the success of the brand overall—especially when we’re working to gain a foothold in a new state. It’s about doing everything in our power to make the best first impression possible,” David said. “We believe that the key to our success in Florida came down to following the strong plan that corporate laid out and tapping into the resources that they offered. There’s franchise plan in place for a reason—and Buffalo Wings & Rings’ is one that works.”

Countless other franchisees have found similar success in new and emerging markets, too—from California and Texas to North Dakota and Nebraska, restaurant operators around the country are helping Buffalo Wings & Rings grow. That vast market availability throughout the U.S. has become a major differentiator for the brand, and it’s enticing adventurous franchisees like the Bourliers to break ground in uncharted territory.

“The No. 1 problem prospective franchisees face when looking to invest in their dream brand is that the markets they’ll typically want to invest in are already taken. Market availability for franchisees is a big problem—you may be ready to grow a brand, but quickly realize that there’s simply no more room for new development,” said Philip Schram, the Chief Development Officer for Buffalo Wings & Rings. “That’s why, we’re embracing the fact that we have such wide open territories. It creates unparalleled and nearly limitless opportunity for growth. And it opens the door to the possibility of future expansion down the line, including multi-unit ownership. There’s no limit—franchisees can truly own that market. That’s a huge positive for our owners.” 

But, according to Schram, the allure of developing the brand in new markets does come with a unique set of challenges. When a franchisee is first to market, they can’t rely on the same network of existing staff members. A new franchisee in Chicago, for example, has the benefit of pulling from a trained network of experienced employees from a nearby location in Naperville, Illinois. In a new market, however, the franchisee, in a lot of ways, is starting from scratch.

“The training process may seem daunting, especially when working with employees who have never heard of the brand before. Fortunately, Buffalo Wings & Rings is dedicated to employee development—from the cooks and wait staff to the local manager,” Schram added. “We’ve long believed that we’re only as good as our people, and we pride ourselves in helping develop the best teams in the industry.”

And without the benefit of the built-in brand awareness that comes with developing in existing markets, franchisees in new territories also need to hit the ground running harder and faster with their local marketing—something that the Buffalo Wings & Rings corporate team is heavily invested in. And while that does require extra work up-front, it’s an effort that will pay off in a big way in the long run.

“When you’re alone in a market, it can seem intimidating to be the sole generator of brand buzz. You will have to spend more money to promote the brand in the beginning. But it’s important to think of it this way—while those marketing efforts may require extra leg work, it will all be concentrated toward your success,” Schram said. “The franchisees in new and emerging markets have the benefit of a lot more personalized and individualized attention.”

Today, it’s clear that Buffalo Wings & Rings’ approach to new market development is working. During the first quarter of 2017 alone, the brand saw the openings of new locations across the U.S., in Florida, Kentucky and North Dakota—proving that once franchisees overcome the challenges of breaking into an untapped territory, the risk is well worth it.

“If you have the right vision and the right structure, you will succeed. It’s an incredible thing to have the chance to bring new business and new development into a city. Even with the roadblocks that come with an emerging market, we’re dedicated to making it as smooth as a journey as possible,” Schram said. “Ask any of our franchisees and they’ll tell you--the challenge is worth the reward.”