Daily Insights

Winging the Game Plan

By: Mackenzie Baker | Sep 08, 2020

While fans are unable to cheer for their favorite NFL team at a stadium this season, Buffalo Wild Wings created a unique viewing experience, complete with loud spectators and game day snacks. 

Buffalo Wild Wings ushers in a new season of indoor dining and football by recreating a fan section at its restaurants where customers can enjoy “season passes” and stadium-style food deals. The brand is specifically connecting with Cleveland Browns fans by decking out 10 of its local sports bars with “The Dawg Pound” sections, modeled after the fan section at the team’s stadium. Browns fans can choose from two season ticket packages, including one on sale for $750, which gives them four seats per game, Browns merchandise, 30 boneless and traditional wings, nachos, fries, and sodas for each game. There is also the “Blazin’” ticket package for $99, which gives fans season access to the replica Dawg Pound and 10 boneless or traditional wings during each game. While the original season ticket experience rolls out for Cleveland-area fans only, a version of Blazin’ package is available for fans nationwide. 

The tailored NFL experience allows Buffalo Wild Wings to connect with football fans in an effort to boost indoor dining sales. With many in-person marketing campaigns paused during the Coronavirus pandemic, the return of an experiential marketing initiative could convince customers that life is returning to normal. Though Buffalo Wild Wings is appealing to Browns fans for its initial game day rollout, reminding customers around the nation of the NFL’s return could help drive more customers to its restaurants. The brand turned to Twitter and Facebook to promote its seasonal deal, which could generate awareness and boost interactions with NFL fans, according to a Gartner report. Using social media to stay top of mind with football fans could bring Buffalo Wild Wings a rise in game day snack sales once the league returns on September 10. As many football fans may be watching the games from home this season, the campaign provides an additional opportunity for Buffalo Wild Wings to promote its delivery and curbside pick-up features, which could appeal to customers craving traditional game day food while continuing to social distance. 

Buffalo Wild Wings serves up an experience that celebrates the return of football season and restaurant dining. With customers hungry for a sense of normalcy, the game day experience could be just the ticket to getting them back into its restaurants.