Buffalo Wild Wings 2011 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 from 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 16 signature sauces or 4
signature seasonings. 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 50
additional televisions, competing in Buzztime
®
Trivia, or playing video games. The open layout of our restaurants offers
dining and bar areas that provide distinct seating choices for sports fans and families. Our flexible restaurants allow 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 made-to-order menu items are enhanced by the bold flavor profile of our 16 signature sauces
and 4 signature seasonings, ranging from Sweet BBQ
™
to Blazin’
®
. Our restaurants offer 20 to 30 domestic and imported
beers on tap, including craft brews and a wide selection of bottled beers, wines, and liquor. Our 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 advertising to
support both our company-owned and franchised restaurants. We also prominently feature our trademark Buffalo insignias,
yellow and black colors, sports memorabilia, dozens of televisions and projection screens, and exterior trade dress at our
restaurants and as branding for our company materials. Our concept is further strengthened by our emphasis on operational
excellence supported by operating guidelines and 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. Today, we are popular throughout the
United States and widely recognized as Buffalo Wild Wings.
Our Concept and Business Strategy
Our goal is to continue to grow and develop the Buffalo Wild Wings Grill & Bar
®
concept into a leading nationally and
internationally recognized restaurant chain. To do so, we plan to execute the following strategies:
• Continue to strengthen the Buffalo Wild Wings
®
brand;
• Deliver a unique guest experience;
• Offer boldly-flavored menu items with broad appeal;
• Create an inviting, neighborhood atmosphere;
• Focus on operational excellence;
• Open restaurants in new and existing domestic markets and new countries and;
• Increase same-store sales, average unit volumes, and profitability.