Buffalo Wild Wings 2008 Annual Report Download - page 3

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PART I
ITEM 1. BUSINESS
General
References in this document to “Buffalo Wild Wings,” “company,” “we,” “us” and “our” refer to the business of
Buffalo Wild Wings, Inc. and our subsidiaries. We maintain an Internet website address at www.buffalowildwings.com. We
make available free of charge through our website our annual report on Form 10-K, quarterly reports on Form 10-Q, current
reports on Form 8-K, and all amendments to those reports as soon as they are reasonably available after these materials are
electronically filed with or furnished to the Securities and Exchange Commission (“SEC”). These materials are also
accessible on the SEC’ s web site at www.sec.gov. The public may read and copy any materials we file with the SEC at the
SEC’ s Public Reference Room at 100 F Street, NE, Washington, DC 20549. The public may obtain information for the
Public Reference Room by calling the SEC at 1-800-SEC-0330.
We are an established and growing owner, operator and franchisor of restaurants featuring a variety of boldly-flavored,
cravable menu items including our Buffalo, New York-style chicken wings spun in any of our 14 signature sauces. Our
restaurants create a welcoming neighborhood atmosphere that includes an extensive multi-media system, a full bar and an
open layout, which appeals to sports fans and families alike. We differentiate our restaurants by the social environment we
create and the connection we make with our team members, guests and the local community. Our guests have the option of
watching sporting events or other popular programs on our projection screens and approximately 40 additional televisions,
playing Buzztime® Trivia or video games. The open layout of our restaurants offers dining and bar areas that provide distinct
seating choices for sports fans and families. Our unique service model, which provides the flexibility of ordering at the
counter or table, allows our guests to customize their Buffalo Wild Wings® experience to meet their time demands, service
preferences or the experience they are seeking of a workday lunch, a dine-in dinner, a take-out meal, an afternoon or evening
enjoying a sporting event or a late-night craving. Buffalo Wild Wings® restaurants are the place people want to be; where any
excuse to get together is a good one.
Buffalo Wild Wings® restaurants have widespread appeal and have won dozens of “Best Wings” and “Best Sports Bar”
awards across the country. Our menu, competitively priced between the quick casual and casual dining segments, features
chicken wings, boneless wings, and other items including chicken tenders, Wild Flatbreads™, popcorn shrimp, specialty
hamburgers and sandwiches, wraps, Buffalito® soft tacos, appetizers and salads. Our made-to-order menu items are enhanced
by the bold flavor profile of our 14 signature sauces, ranging from Sweet BBQ™ to Blazin’ ®. Our restaurants offer
approximately 20 domestic and imported beers on tap, including several local or regional micro-brews and a wide selection
of bottled beers, wines, and liquor. This award-winning food and memorable experience drives guest visits and loyalty.
We have established our brand through coordinated marketing and operational execution that ensures brand recognition
and quality and consistency throughout our concept. These efforts include marketing programs and irreverent, award-winning
advertising to support both our company-owned and franchised restaurants. We also prominently feature our trademark
Buffalo insignia and yellow and black colors and trade dress in our restaurants and brand our company materials. Our
concept is further strengthened by our emphasis on operational excellence supported by stringent operating guidelines and
comprehensive employee training in both company-owned and franchised restaurants.
Buffalo Wild Wings was founded in 1982 at a location near The Ohio State University. Our original name was Buffalo
Wild Wings & Weck® and we became more popularly known as bw-3®. In 1991, we began our franchising program. In 2003,
we completed an initial public offering and became a publicly-held company.
Our Concept and Business Strategy
Our goal is to continue to grow and develop the Buffalo Wild Wings Grill & Bar® concept into a leading national
restaurant chain. To do so, we plan to execute the following strategies:
• Open restaurants in new and existing markets;
• Offer boldly-flavored menu items with broad appeal;
• Create an inviting, neighborhood atmosphere;
• Continue to strengthen the Buffalo Wild Wings® brand;
• Focus on operational excellence; and
• Increase same-store sales and average unit volumes.