Buffalo Wild Wings 2012 Annual Report Download - page 4

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4
North American Growth Strategy
We believe that we have established and continue to expand the necessary infrastructure and control systems to support
our disciplined growth strategy and that our concept can support about 1,700 restaurants in North America. We have
developed procedures for identifying new opportunities in both domestic and international markets, determining our
expansion strategy in those markets and identifying sites for company-owned and franchised restaurants. Our current North
American growth strategy is to continue to open both company-owned restaurants and franchised restaurants.
In most of our existing markets, we plan to continue to open new restaurants until a market is penetrated to a point that
will enable us to gain marketing, operational, cost, and other efficiencies. We intend to enter new domestic and international
markets by opening several restaurants within a one-year period to quickly build our brand awareness. We intend to grow our
franchise system through the development of new restaurants by existing and new franchisees. We may grow our number of
company-owned restaurants through the acquisition of franchised restaurants.
International Growth Strategy
We plan to embark upon our international growth, through development agreements with new and existing
franchisees, and, potentially, through joint venture partnerships. We have two signed franchise development agreements for
restaurants in the Middle East and Puerto Rico. A typical international franchise development agreement provides for
payment of development fees and franchise fees in addition to subsequent royalty fees based on the gross sales of each
restaurant. We expect development agreements and joint ventures for international locations to remain limited to
organizations having significant experience as restaurant operators and proven financial ability to support and develop multi-
unit and multi-brand operations.
The Buffalo Wild Wings
®
Menu
Our restaurants feature a variety of menu items including our Buffalo, New York-style chicken wings spun in one of
our signature sauces from sweet to screamin’ hot: Sweet BBQ, Teriyaki, Mild, Parmesan Garlic, Medium, Honey BBQ,
Spicy Garlic, Jammin’ Jalapeno
™
, Asian Zing
®
, Caribbean Jerk, Thai Curry
™
, Hot BBQ, Hot, Mango Habanero
™
, Wild
®
and
Blazin’
®
; or signature seasonings: Buffalo, Desert Heat
®
, Chipotle BBQ, Lemon Pepper and Salt & Vinegar. Our chicken
wings can be ordered in numbers ranging from six to 100 wings, with larger orders available for parties. Our sauces and
seasonings complement and distinguish our wings and other menu offerings to create a bold flavor profile for our guests. In
addition to traditional and boneless chicken wings, our menu features a wide variety of food items including Sharables, Wild
Flatbreads™, specialty hamburgers and sandwiches, wraps, Buffalito
®
soft tacos, and salads. We also provide a 12 & Under
Menu option for kids.
Our restaurants feature a full bar which offers an extensive selection of 20 to 30 domestic, imported, and craft beers on
tap as well as bottled beers, wine and liquor. Additionally, in order to continually improve our menu, our research and
development department continuously tests and introduces new menu items. Our goal is to balance the established menu
offerings that appeal to our loyal guests with new menu items that increase guest frequency and attract new guests.
Restaurant Atmosphere and Layout
Our restaurants are sports grill and bars that provide a high-energy atmosphere where friends gather for camaraderie
and to celebrate competition, as well as allow our guests the flexibility to customize their dining experience. The inviting and
energetic environment of our restaurants is created using furnishings that can be easily rearranged to accommodate parties of
various sizes. Our restaurants also feature distinct dining and bar areas, and many of the restaurants have patio seating.
We strategically place approximately 50 high-definition flat-screen monitors and up to 10 projection screens
throughout the restaurant to allow for easy viewing. These televisions, combined with our sound system, Buzztime
®
Trivia
and assorted video games, provide a source of entertainment for our guests and reinforce the energetic nature of our concept.
We tailor the content and volume of our video and audio programming to reflect our guests’ tastes. We believe the design of
our restaurants enhances our guests’ experiences, drives repeat visits and solidifies the broad appeal of our concept.
All of our menu items are made-to-order and are available for take-out, which approximated 14% of restaurant sales for
company-owned restaurants in 2012. Many of our restaurants have separate parking spots for our take-out guests.