Buffalo Wild Wings
Beer. Wings. Sports.

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Work Type

B-dubs is ‘a game, slathered in sauce, surrounded by a party’, and for 30 years the tagline has said it all: Beer. Wings. Sports.

In 2012, FITCH refreshed the whole brand - its essence, persona, values, positioning and visual identity. We ditched anything dated, identified the good stuff, then tightened it up and built on it. The result is still B-dubs - but it's leaner, meaner and most importantly it's consistent across every touchpoint.

Buffalo Wild Wings
Metrics

24%

profit increase within 2 years

Take the new Stadium layouts, for example. Out went the projectors, in came the skylights and LED TVs. Out went the eye-straining darkness, in came the brighter backgrounds that our research showed - slightly counter-intuitively - that most people prefer when looking at a screen. Out went the echoes, in came acoustic baffles. 
The new design has turned BWW from a sports bar into a family-friendly restaurant that's a sports-fan's favourite hangout. It's cost-effective, flexible enough to be rolled out or retro-fitted across the country and internationally, and hugely popular with franchisees (who own 50% of the outlets).

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