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3
PART I
ITEM 1. BUSINESS
General
References in this annual report on Form 10-K to “Buffalo Wild Wings”, “BWW”, “company”, “we”, “us”, and “our”
refer to the business of Buffalo Wild Wings, Inc. and its wholly owned and majority owned subsidiaries. We operate Buffalo
Wild Wings®, R Taco™, and PizzaRev® restaurants, as well as sell Buffalo Wild Wings and R Taco restaurant franchises. In
exchange for the initial and continuing franchise fees received, we give franchisees the right to use the brand names. We
operate as a single segment for reporting purposes.
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.
Buffalo Wild Wings is an established and growing owner, operator, and franchisor of restaurants featuring a variety of
boldly-flavored, crave-able menu items including our Buffalo, New York-style chicken wings spun in any of our 16 signature
sauces or 5 signature seasonings. Buffalo Wild Wings 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 60 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 5 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 drive guest visits and loyalty.
We have established the Buffalo Wild Wings 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.
The Buffalo Wild Wings brand 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 Canada and widely recognized as Buffalo Wild Wings.
R Taco is a distinctive fast casual taco concept, inspired by fun and adventure. Our menu features a variety of tasty tacos
at an affordable price, in a lively and welcoming environment. Each taco is hand-made fresh and fast in our open kitchen, using
ingredients made from scratch. The result is authentic Mexican street-style tacos that are both traditional and inventive, each
with a unique flavor and personality. Warm chips, house-made salsas, craft beers and no-frills margaritas round out the
experience.