Buffalo Wild Wings 2009 Annual Report Download - page 9

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Our restaurants are typically open on a daily basis from 11 a.m. to 2 a.m., although closing times vary depending on the day
of the week and city and state regulations governing the sale of alcoholic beverages. Our franchise agreements require franchisees to
operate their restaurants for a minimum of 12 hours a day.
Site Selection and Development
Our site selection process is integral to the successful execution of our growth strategy. We have processes for identifying,
analyzing and assigning undeveloped markets for both company-owned and franchise development. Once a market is assigned, we use
a trade area and site selection evaluation system, which has been customized for the requirements of the Buffalo Wild Wings ® system,
to assist in identifying suitable trade areas within that market and suitable sites within identified trade areas. Criteria examined to
determine appropriate trade areas include the presence of a casual dining corridor, projected growth within the trade area, the locations
of key big box retailers, key demographics and population density, drive time and trade area analysis and other quantitative and
qualitative measures. Once a suitable trade area is identified, we examine site-specific details including visibility, signage, access,
ability to get trade dress, and parking. Final approval by one or more members of our executive management team is required for each
company-owned site. At least one senior franchise executive reviews each franchise site.
Marketing and Advertising
We have developed a unique marketing program designed to communicate a distinct and consistent brand that differentiates
Buffalo Wild Wings ® restaurants from our competitors and that showcases our food and our brand in a fun and energetic atmosphere.
These efforts include national marketing campaigns and irreverent, award-winning advertising to support both our company-owned
and franchised restaurants. The primary goal of these efforts is to build brand awareness throughout the United States. In addition,
advertising campaigns are also designed to: i) drive positive same-store sales through additional visits by our existing guests and visits
by new guests, ii) increase margins, iii) increase average order size, and iv) support strong restaurant openings.
Marketing Campaigns. Our primary marketing campaigns focus on our experience or a particular menu item, day or daypart
in an attempt to drive traffic and build brand awareness. For example, in 2009 we promoted Wing Tuesdays, Boneless Thursdays, late
night, and football. Our secondary marketing campaigns focus on reaching beyond the core Buffalo Wild Wings ® guest. Given our
strategy to be a neighborhood destination, community marketing is also a key to driving sales and developing brand awareness in each
market. Our restaurants actively sponsor local sporting teams and sporting events to drive guest traffic associated with those activities.
Advertising. Our media advertising focuses on positioning the Buffalo Wild Wings ® brand as an inviting neighborhood
dining location. Our commercials, print advertisements and radio spots are irreverent by design and have been recognized in the
restaurant and advertising industries for their creativity.
Franchise Involvement. System-wide campaigns and promotions are developed and implemented with input from the Buffalo
Wild Wings National Advertising Advisory Board. This volunteer board includes six franchisees, elected annually by their peers, and
meets regularly to review marketing strategies, provide input on advertising messages and vendor co-op programs, and discuss
marketing objectives.
Operations
Our management team strives for operational excellence by recruiting, developing and supporting our highly qualified
management teams and employees and implementing operational standards and best practices within our restaurants.
Restaurant Management. Our management structure consists of a General Manager, an Assistant General Manager and up to
four other managers depending on sales volume of the restaurant. We utilize Regional Managers to oversee our General Managers in
our company-owned locations, ensuring that they receive the training and support necessary to effectively operate their restaurants.
Currently, we have 36 Regional Managers who oversee 4 to 8 restaurants each. As we expand geographically, we expect to add
additional Regional Managers. Similarly, our franchised restaurants receive operational guidance from our 12 Franchise Consultants,
who oversee 25 to 42 restaurants each. We have three Divisional Directors of Operations who have responsibility for all company and
franchise operations and seven Directors of Operations who provide leadership to the Regional Managers and Franchise Consultants.
Source: BUFFALO WILD WINGS INC, 10-K, February 26, 2010 Powered by Morningstar® Document Research℠