MINNEAPOLIS, Minn. - After 30 years, Buffalo Wild Wings is getting a new look.
The company worked with Columbus-based studio of global design consultancy FITCH to revamp everything from the restaurant's logo to the audio-visual experience and operational efficiencies of the company's restaurants.
"As our brand has evolved over the past 30 years to meet the needs of our Guests and stay modern, fresh and relevant, we continually strive to bring that game day energy to life in our restaurants," said Sally Smith, CEO and president of Buffalo Wild Wings. "This year our Guests will begin to see the evolution of our brand in new and exciting ways."
Guests are expected to see the changes in the coming months.
The first change will be the logo which is described as reflecting the company's vision of the brand and its broadening fan base. It will still be framed in yellow and black, but will be more muscular and athletic with enlarged wings, narrowed eyes and upward-turned horns.
The words "Grill & Bar" have also been removed from the logo.
"As we prepare for further international expansion, this change allows the Buffalo Wild Wings logo to more easily represent our brand abroad and be slightly modified for local cultures," Benning said. "The changes give us more flexibility in the use of the logo, and it appeals to our wide and growing audience – including women – while maintaining a sporty masculinity."
Changes to the restaurants will reflect the company's idea to bring the stadium closer to home, focusing on sports.
"We looked at every aspect of the Guest experience and we've refined the look and feel of our restaurant to create an atmosphere that feels more like being in a stadium," Benning said. The new facility design will be officially unveiled later this year.
The new restaurant designs will keep the game as the focal point, with an enhanced audio-visual system making the game day viewing experience better.
The new design will be unveiled in late 2012 at two locations in the United States. Cincinnati will be its first location and was chosen as a legacy market because the company's roots are in Ohio. The second redesigned facility will be in San Diego – one of the company's fastest-growing markets. Most of the new Buffalo Wild Wings restaurants opening in 2013, as well as many of the remodels, will feature the latest design.
"As we continue to evolve as a brand, we will stay true to the core elements of our success and we celebrate our rich heritage, which began in Columbus, Ohio," Smith said.
Buffalo Wild Wings is headquartered in Minneapolis and has 835 restaurants nationwide.
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