One year after the creation of Inspire Brands, Paul Brown has gone from an executive known for turning around one chain to a CEO juggling four.
Buffalo Wild Wings is kicking off its turnaround efforts with new menus, classy cocktails, and more changes to win over millennials
Changed our plating, so the boats, the paper boats and the plastic ramekins are going away, so nearly a billion pieces of paper and plastic every year gone, replaced with metal trays and a nice paper liner there. It looks a lot better, saves money, and is better for the environment. But it's the right time to reintroduce people to the brand, too, so we said,"Look, if we're going to launch it, let's relaunch it when we have as many people in our restaurants as possible." So that's why we chose this week.I know you're talking about who your customers are now, who your target customer is. Who are both of those populations?: We talked about the fact that one of the challenges of Buffalo Wild Wings was that it followed its customers.
It's not just sports, it could be whatever that event is. And, it also needs to be easy. It's not very planned out, oftentimes. You just want to be that place where it's like,"Hey! What are you doing tomorrow night?""Oh, well...""Well, then, well let's go to Buffalo," and not have to worry about whether I have a reservation.
That's all the work that we've been doing. And now the difficult thing is how you take that positioning and appropriately translate it into,"So what does that mean for the food?" Another thing that is increasingly important to Sean versus Frank is the interactivity of things. I think everybody has always wanted interactivity, but you just couldn't have it.
I think even on our traditional wing product, we're looking at whether there are different ways to cook it or different marinades. There are some different processes that we could bring to it that will improve its appeal. But almost 60%, about 59%, of its sales come from sides, frozen beverages, and fountain beverages. And that makes it really unique in the QSR space. It, in many ways, owns the cold beverage platform market square. I've never really been a sweets person until the past few months. And I love their ice cream beverages because it's real ice cream, and very few other competitors can say the same. Many can't say"ice cream" because it's not ice cream.
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