Buffalo Wild Wings 2014 Annual Report Download - page 8

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Guest Experience Business Model. Our Guest Experience Business Model is a comprehensive approach to restaurant
operations, which includes the addition of Guest Experience Captains, a refined management structure with clearly defined
roles, and the introduction of new Guest technology including unique tabletop tablet and the development of a proprietary
television network. Redefining the management and Team Member structure allows our restaurants to separate the work in a
way that supports the business model. Team Members and Managers have more specific areas of responsibility; including
essential operational work and Guest Experience work, such as Guest engagement and community connection.
Kitchen Operations. An important aspect of our concept is the efficient design, layout and execution of our kitchen
operations. Due to the relatively simple preparation of our menu items, the kitchen consists of fryers, grill and food prep
stations that are arranged assembly-line style for maximum productivity. Given our menu and kitchen design, we are able to
staff our kitchen with hourly Team Members who require only basic training before reaching full productivity. Additionally, we
do not require the added expense of an on-site chef. The ease and simplicity of our kitchen operations allows us to achieve our
goal of preparing casual dining quality food with minimal wait times.
Training. We provide thorough training for our management and hourly Team Members to prepare them for their role in
delivering a positive and engaging Buffalo Wild Wings experience for each and every Guest.
Our managers are trained using a hands-on education process during a six-week period at one of our Certified Training
Restaurants. During this training period, our manager trainees work in and learn about key aspects of the business – from our
culture to our core focus areas: Team, Guest, Quality Operations and Sales and Profits. This includes experience in both hourly
and management functions.
After successful completion of the manager training program, the new managers work with their General Managers to
build a tailored program to meet their training and development needs, specific to their assigned area of responsibility. A library
of targeted modules covering both technical and managerial skills serves as the vehicle for this phase of learning. The program,
which is progressive in nature, is also built around our core focus areas.
Later in their careers, our General Managers and high-potential Operational General Managers attend a management
skills class where they take a deeper look into bringing all of the core elements for success together to create the ultimate
experience for our guests.
Our hourly Team Members complete a comprehensive position certification process, which includes 16 to 20 hours of
hands-on training. Team Members must also successfully pass position validations, which include menu certifications,
responsible alcohol service training, chemical safety training, and training in the safe handling of food.
Hourly restaurant Team Members who have demonstrated outstanding performance are provided opportunities for career
advancement. Those with a high level of knowledge in one or more positions within the restaurant are encouraged to apply for
the Wing Certified Trainer (WCT) program. The WCT candidate completes a training plan, which includes developing and
evaluating his/her ability to train and influence the performance of Team Members. Our objective is to have two WCTs in every
hourly position in each restaurant. Team Members who have performed successfully as Wing Certified Trainers in four or more
station areas can apply to become All-Star Trainers. Our WCTs have the opportunity to travel around the country to assist with
training at new restaurant openings.
Further, Team Members with management potential can participate in the Shift Lead program, which is a developmental
program that provides hourly Team Members the opportunity to build and demonstrate leadership capabilities while providing
the restaurants with leaders who are trained to support management. The Shift Leader program helps us to identify talent and
build bench strength throughout the organization – through the selection and training of those who have demonstrated the
initiative, desire, behaviors and competencies necessary for success in restaurant management or other positions of leadership.
Career Opportunities. Through our training programs, we are able to motivate and retain our field operations team by
providing them with opportunities for increased responsibilities and advancement. In addition, we offer performance-based
incentives tied to sales, profitability and qualitative measures such as Guest and team-related metrics. We strive for a balance of
internal promotion and external hiring. This provides us with the ability to retain and grow our Team Members and to infuse
our organization with talented individuals from outside of Buffalo Wild Wings.
Recruiting. We actively recruit and select individuals who demonstrate enthusiasm and dedication and who share our
passion for high quality guest service delivered through teamwork and commitment. To attract high caliber managers, we have
developed a competitive compensation plan that includes a base salary and an attractive benefits package, including
participation in a management incentive plan that rewards managers for achieving restaurant performance objectives.