Jake Gibbs | January 29, 2016
“Wings, beer, and sports” – three things that while perhaps not technically found on Mavlov’s hierarchy of needs, are certainly on the wishlist of most Americans, especially come football season! Founded in 1982 and now with almost 1,100 franchises in all 50 states, Buffalo Wild Wings (BWW) proves that delivering these 3 simple things well, combined with effective branding, leads to tremendous growth and profitability.
What have they done to successfully stand out in the super-saturated restaurant market? How can your company apply their successful patterns? Let’s look at 4 factors: differentiation, execution, communication, and design.
BWW zigs when most other restaurants zag. Countless restaurants provide top-quality, mouth-watering, leave-you-full-and-happy food. To stand out, BWW not only provides great food, but does 2 things differently.
First, deep-fried, richly-spiced chicken wings in many seasonings are not commonly offered at most restaurants.
Second, the combination of their unique menu, beer, and sports viewing experience is completely unique. You’d be hard pressed to find a better place to enjoy watching your team play. In other words, if you want to go to a restaurant AND watch a game, BWW is your place, hands down.
WHAT ARE YOU OR CAN YOU DO DIFFERENTLY FROM YOUR COMPETITORS?
Wings. Beer. Sports. All three are promised, and all three are delivered extremely well.
HOW STRONG IS YOUR CORE VALUE PROPOSITION AND HOW WELL DO YOU EXECUTE IT?
BWW knows their target audience: sports aficionados and socialites who want to make the game an experience. Their customers don’t come to eat and discuss politics and life. They come to chow down, have fun, and cheer on their team. Knowing this, let’s look at how their tone addresses this audience well.
Specifically, their communication style is edgy, funny, and fun – totally appropriate and effective. Check out the following examples from their website and commercials to get a feel.
This is exactly how customers want to be communicated with – on a conversational, non-stuffy way. Bravo, BWW.
DOES YOUR BRAND HAVE A COMPELLING, UNIQUE TONE OR DO YOU SETTLE FOR TRADITIONAL AND BORING?
Last but not least, let’s look at the BWW design choices and how they reinforce their fun brand vibe. Check out their branding guidelines here.
DOES YOUR BRAND DESIGN SET YOU APART? DO YOU NEED TO REBRAND?
From Buffalo Wild Wings, we learn that it pays to be bold with your value proposition, to differentiate yourself from your competitors, and to have a completely unique tone and design. Combined, these elements make you stand out from the crowd and leave plenty of customers full and happy, whether their team won or lost…badly.Back to Blog
Jake Gibbs is a Design Specialist at ListEngage and an expert at designing and building elegant, cross-platform compatible, mobile responsive emails and landing pages on the Salesforce Marketing Cloud. From brainstorming and ideation to polishing the final product, he loves the creative process. Jake has worked with more than 60 clients since joining ListEngage in 2014. Some of his projects have included L’Oreal, Vanguard, Carhartt, Harvard Business School, RCI/Wyndham, Huggies, and Planet Fitness.