Company Analysis on Buffalo Wild Wings Inc.

Company Analysis on Buffalo Wild Wings, Inc.

Matthew E. Gutierrez

Notre Dame de Namur University

Abstract

        Wings, beer, and sports, are three words come to mind when the average person describes

Buffalo Wild Wings. This paper overviews the corporate history of Buffalo Wild Wings, Inc.

from its upbringing to its successful initial public offering and international expansion. This

paper also discusses Buffalo Wild Wings’ main competition in the restaurant industry, company

growth and performance, and recent activities that Buffalo Wild Wings, Inc. made in order to

enhance the growth of the company.

Company History

        Buffalo Wild Wings was founded in 1982 by two Buffalo, New York natives, Jim

Disbrow and Scott Lowery. Having moved to Columbus, Ohio, Disbrow and Scott looked for

restaurants that could possibly have authentic, Buffalo-styled chicken wings to satisfy their

craving. After finding out that the chicken wings were not available in any restaurant,

the pair took matters into their own hands to introduce Buffalo-styled wings to the Midwest.

Disbrow and Scott opened up the first Buffalo Wild Wings restaurant near the college campus of

the Ohio State University (Buffalo Wild Wings, 2012). The restaurant was met with positive

reception with a clear target demographic of college students. After much success, Disbrow and

Scott expanded Buffalo Wild Wings across various college campuses in the Midwest. Wings,

beer, and sports started to become the identity of the restaurant chain.

In 1994, Buffalo Wild Wings started to mold its company image when Chief Financial

Officer (CFO), Sally Smith established an infrastructure of Marketing, Finance, Accounting, and

Human Resources (HR) departments. Two years later, in 1996, Smith was promoted as the Chief

Executive Officer (CEO) of Buffalo Wild Wings, Inc. Under Smith’s guidance, Buffalo Wild

Wings underwent a transformation from a college bar to a sports bar and grill in order to broaden

the restaurant chain’s appeal. In 2003, the company made its initial public offering (IPO) in order

to increase the growth  within the company. In 2006, Buffalo Wild Wings started its national

advertising campaign, spawning a series comedic television commercials aired during collegiate

and professional sports games to capture the appeal of both casual and authentic sports fans. In

2011, the restaurant chain began international expansion, opening restaurants in Canada (Buffalo

Wild Wings, 2012). Since initial international exposure in 2011, Buffalo Wild Wings has opened

up restaurants in five different countries: Mexico, Panama, Saudi Arabia, the Philippines, and

the United Arab Emirates (UAE).

Competition

        Buffalo Wild Wings is a business in the restaurant industry. The restaurant industry offers