Buffalo Wild Wings unveils new look


Buffalo Wild Wings has begun sharing much of the new look that would accompany its continued growth in the United States and abroad, including a new logo and a glimpse at a new restaurant design that will debut later this year.

The Minneapolis-based chain of nearly 840 casual-dining restaurants unveiled the updated logo this week and provided details on its upcoming redesign, which will first happen at one restaurant each in Cincinnati and San Diego this year. The interior upgrade includes a new audiovisual package that will enable Buffalo Wild Wings' goal of emulating the atmosphere of a sports stadium on game day, officials said.

“As our brand has evolved over the past 30 years to meet the needs of our guests and stay modern, fresh and relevant, we continually strive to bring that game day energy to life in our restaurants,” Sally Smith, the brand’s president and chief executive, said in a statement. “This year our guests will begin to see the evolution of our brand in new and exciting ways.”

Most of the new builds Buffalo Wild Wings has planned for 2013, as well as many remodels, will feature the new design. Apart from making sports viewing an even more focal part of the guest experience, the redesigned restaurants will also include operational changes to maximize efficiency — “which means faster service, hotter wings and colder beer,” Smith said.

Many other chains within casual dining and other industry segments have targeted the same sales lift and efficiencies from remodeling, including Applebee’s, which projects to have half its system reimaged by year-end, and Darden Restaurants, which is planning more locations that house both Olive Garden and Red Lobster. Similarly, Luby’s will test co-branding its cafeterias with its sibling burger brand Fuddrucker’s.

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