Buffalo Wild Wings Analysis
Wanyu Xie, Hannah Johnson, Dominick Gendusa, Nita Bush
For this assignment our group has conducted an in depth analysis of Buffalo
Wild Wings. Our purpose was to identify specific strengths and weaknesses within
the company. We provide background information pertaining to this company with
its history and mission statement as well as company culture. We focus on
discussing current competitors as well as Buffalo Wild Wing’s strengths,
weaknesses, opportunities, and threats. The SWOT analysis helped us identify three
main issues the company currently posses. Based upon our findings we created a
recommendation on how Buffalo Wild Wings can improve its current position and
fix underlying issues.
Buffalo Wild Wings was originally co-founded in 1982 by Bernard Spencer,
and Jim Disbrow. One weekend when they all met up together, in Kent Ohio, they
came up with idea. A year later, they opened up their first restaurant in Columbus,
Ohio. Business boomed at their first location and so they decided to open another
location in Westerville, Ohio. Surprisingly, even though Buffalo Wild Wings is huge
into football, one of the co-founders (Jim Disbrow) has been a life-long, professional,
figure skater. He was serving as a judge for an amateur competition when him and
all the guys could not find a suitable restaurant to eat at that had the certain sort of
wings they were craving.
It was originally called Buffalo Wild Wings and Weck, or BW-3, and their
slogan was “The Real Wing.” Since then they have evolved into 1,175 locations across
the country and are just the ‘Buffalo Wild Wings’ we know today. The company has
also expanded internationally, beginning in 2014, into Canada and continued into
Mexico. Additional locations will open in Mexico, the Middle East and the Philippines
in 2014.
Earlier this year, the company spent $160 million to repurchase 41 franchised
locations across Texas, New Mexico, and Hawaii. This was on top of 16 separate
franchise purchased through the end of the second quarter. An important side note
could be that though franchising allows restaurants to enjoy a predictable stream of
royalty revenue and expand quickly with little overhead, company-owned locations
are typically even more lucrative, and they enable Buffalo Wild Wings to ensure a
more consistent customer experience.
Via the Buffalo Wild Wings site is a brief timeline of their company history: At Buffalo Wild Wings, the secret is in the sauce. Its 21 signature flavors are
incorporated into most of its offerings, including: Traditional Wings, Boneless Wings
and Naked Tenders®. Menu also features Burgers, Sharables, Thin Crust Flatbreads,
Wraps, Buffalitos®, Sandwiches and Salads. Special promotions include Wing
Tuesdays®, Boneless Thursdays. Buffalo Wild Wings sold more than a billion
traditional and boneless wings in 2013. On average, 27 million traditional and
boneless wings are sold each week. Super Bowl Sunday 2014, Buffalo Wild Wings
served more than 9.1 million Traditional & Boneless Wings.
After reviewing the history, mission statement, and competitors we evaluated
and created a SWOT analysis of Buffalo Wild Wings.
Strengths: 16 specialty wing sauces 5 types of seasonings Association with sports helps bring in clientele during games Strong brand recognition that’s growing Over 1,000 locations in the United States
Weaknesses Bucking the healthy eating trend, high fat & sodium content Uses MSG in recipes as flavor enhancer Restrictive concept that mainly appeals to sports fans Poor customer service and poor employee morale
Opportunities Introduce more low calories options on the menu – calorie counter - grilled
chicken Only present in Canada and the United States, expand globally’ Move more towards a franchise model Threats: Increasing competition Rising costs of raw ingredients needed Major competition – late getting into global market

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Status NEW Posted 28 Apr 2017 02:04 AM My Price 12.00

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