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For Buffalo Wild Wings, Faster Is Better

The customer is dynamic not static, when the customer moves retailers must move with them.  That is exactly the case as Buffalo Wild Wings (BWW’s) begins piloting B-Dubs Express restaurants that are focused on takeout and delivery.

The evolving Buffalo Wild Wings’ B-Dubs Express offers dine-in and takeout options that expand the reach of the brand while bringing added relevance to its customers. Earlier, BWW’s began its pilot of  small-format restaurants called B-Dubs Express in Minneapolis that focus on takeout and delivery.

The menu will include wings, a burger, Buffalo mac and cheese, a salad, and other items.

The fast-casual-style locations will also have television, beer and wine for those waiting or dining in. The pilots will provide a way for the company to learn about customer behavior. The B-Dubs Express location in Edina will be about a half mile from an existing Buffalo Wild Wings restaurant. This will provide a chance to see whether customers will go to both restaurants, depending on the occasion.

Takeout and delivery are nothing new for BWW, which  started out with counter service and converted to the full-service model about 15 years ago.  About two years ago the company started to notice that more people were placing takeout orders.  Go figure!  The grocerant niche is picking up momentum.

Buffalo Wild Wings said in April that it was expanding its delivery service. Delivery service at the B-Dubs restaurants will be provided through a partnership with DoorDash. There were 62 billion visits to restaurants for the year ending March 2017 including pickup, takeout and dine-in, according to food industry research icon Bonnie Riggs of the NPD Group.

According to NPD data released recently, delivery grew in the first calendar quarter of 2017 by 2 percent while visits to casual dining restaurants and to family dining restaurants fell by 4 percent and 3 percent respectively. There are some axioms that always seem to be true and the one that comes to mind is the trend is your friend. 

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About Steven Johnson

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Do you know who your competitors are today?  Do you know what they are selling? Do you know what your customers think of their food?  No? Well, maybe it's time to get a Grocerant Scorecard completed by the Grocerant Guru.

Steven Johnson is Grocerant Guru at Tacoma, WA based Foodservice Solutions® and a recognized food industry thought leader. Johnson excels at vertical brand and product positioning, marketing strategy and business development specifically identifying, quantifying and qualifying niche opportunity for global foodservice related activity.  He can help place new products in non-traditional channels of distribution.

 With an emphasis in grocerant niche, his focus has been on better for you food that is fresh or prepared ready-2-eat and heat-N-eat.  He developed and implemented of the 5 P’s for food marketing for all retail foodservice companies, including chain drugstores, grocery stores, QSR’s and particularly C-store clients.

 During the past 15 years he has developed over 7.5 billion Dollars in avenues of new business revenue for clients and companies. His experience has focused primarily on C-level sales and brand  building opportunity with industry leading international companies including: The Procter & Gamble Company, Papa John’s International, Minnesota Mining & Manufacturing, Chi Chi’s, TGI Fridays, Fuddruckers,, Technomic, The Hartman Group.

 Prior to Foodservice Solutions, Johnson worked for the US Department of the Navy, where he led the development of Parcheesi’s Pizza Pasta Plus for global roll out and implementation including the development of the first dockside mobile pizza kitchen for use by the US Navy during the first Gulf War.

Johnson holds a Master’s of Science in Food Marketing degree with distinction from Saint Joseph’s University and a Bachelor of Art degree from the University of San Francisco. He is a member of Beta Gamma Sigma, the International Business School Honor Society.  Johnson has received numerous awards including 3 EMMEY; Awarded by 3M for “Outside the box” thinking and team leadership. Food Marketing Award; Awarded by Saint Joseph’s University, Outstanding Service Award issued by the Boy Scouts of America.

Don't get trapped doing what you have always done. Position your company with the evolving consumer. Interested in learning how Foodservice Solutions 5P's of Food Marketing can edify your retail food brand while creating a platform for consumer convenient meal participation, differentiation and individualization? That's simple, call for Outside Eyes call the Grocerant Guru. Email Steve at: or visit: for more information. Visit us at, or tweet Steve at

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