The new design focuses on the bar, plus two new elements unlike anything it has tried before.
Since being scooped up by Roark Capital-backed Arby’s Restaurant Group for $2.9 billion last February and taken private as part of Inspire Brands, Buffalo Wild Wings has installed several visible changes. It refreshed its logo, launched a new a partnership and ad campaign, hired a president and chief marketing officer, and even introduced a $5 value menu for football season. But Monday’s sneak peek arguably provides the biggest future overhaul yet, at least from a physical standpoint.
In what Inspire—now the country’s fifth largest restaurant group after buying Sonic Drive-In—is calling “another key step in the evolution of the brand,” Buffalo Wild Wings unveiled a new restaurant design. Inspire said the design “brings Buffalo Wild Wings back to its roots as a great American sports bar and provides guests a unique and immersive experience to hang out, watch games, and create memories with friends.”
The first two models featuring the new design opened December 17 in New Caney, Texas, and Bowling Green, Kentucky. Two additional units are slated to open early January in Arden, North Carolina, and Fort Worth, Texas.
The refresh is Buffalo Wild Wings’ first since 2012. It includes a more prominent bar that anchors the indoor and outdoor dining experience. There’s free flowing and flexible seating areas, VIP spaces, stadium-like A/V technologies with LED modular screens, and a fully enclosed patio with rollup doors and skylights.
“Buffalo Wild Wings is all about creating legendary experiences between friends, and this new design was built to do just that,” Tick said in a statement. “We are giving guests the flexibility and freedom to truly be themselves and experience the game on their terms.” Tick was the managing director for Walgreens Boots Alliance beauty brands business in the Americas before joining Inspire Brands in September. He also worked for Bacardi, where he served as senior global category director, based in London, and vice president of marketing for North America, based in Miami.
Some of the exterior changes, as seen below, showcase wood, metal, and brick textures with Buffalo Wild Wings’ updated logo atop the entry, bordered by a yellow LED band. The new logo is recognizable for its neutral brown and honey mustard color palette and an updated buffalo that is forward-leaning.
The left of the front entryway features a glass door that provides access to the patio. Along the left side of the building, past the patio, is a dedicated entrance for Buffalo Wild Wings’ off-premises business.