BUFFALO WILD WINGS 1
(BWW) is a sports bar and dining restaurantheadquartered in Minneapolis, Minnesota (David & David, 2015).The franchise is also located in Mexico and Canada (SEC, 2013). BWWis reputed for its warm and electrifying atmosphere. Chicken wingenthusiasts, sports lovers, and entire families enjoy the open layoutcatering offered in BWW stores. As of December 2012, the companyowned 891 stores across the U.S. and Canada (David & David,2015). BBW has a workforce of 22,500, most of whom are part-timeemployees. Sally J. Smith serves as the company’s CEO (David &David, 2015).
BWW offers traditional boneless and bone-in chicken wings interlacedwith over 15 different sauces (David & David, 2015). The companyalso offers alcoholic beverages, finger foods, and burgers. Thetypical store offers an assortment of liquors, wines, and beers.Moreover, each store could provide an upwards of 20 different beersand 60 TV screens that display sporting events. In particular, eachrestaurant has ten large projection screens and 50 smaller,flat-screen TVs (David & David, 2015).
In 1982, the company’s first restaurant was opened in Columbus,Ohio (, 2016). The restaurant was then named & Weck (BW3). A year before incorporation,Scott Lowery and James Dibrow had sought out a chicken wingrestaurant around Ohio University (David & David, 2015). Havingfailed to find a suitable restaurant, they decided to open BuffaloWild Wings in proximity to the campus. In 1991, BWW opened severalfranchises that grew to 510 during the next two decades. In 2003, thecompany listed its stock on the financial market (David & David,2015).
Strategy,Mission, and Organizational Structure
The strategy, mission, and organizational structure reveal thecompany’s focus on growth and development. The restaurant chain hasendeavored to fortify the brand by exploring newmarkets. The company’s focus on growth is manifested through itsendeavor to increase its stores by 105 in both 2013 and 2014. Infact, the company plans to have over 1,500 stores in both Canada andthe U.S. by 2016 (David & David, 2015). In this regard, thecompany’s organizational structure reveals its adherence to genderequality.
There are several positive aspects of the enterprise`s strategy,mission, and organizational structure. For example, BWW aims toimprove the current atmosphere and hence appeal to more consumers.Positive customer experiences lead to excellent reviews and highersales. In this regard, the company has developed unique strategies ofenriching guest experience (SEC, 2013). Another positive aspectconcerns the company`s plan to open new stores in internationalmarkets. Implementing such a strategy would help the company to growits brand and increase sales.
The company’s short-term goals include opening new restaurants togain cost, operational, and marketing competencies (SEC, 2013). BWWalso plans to enhance its franchise network by developing newrestaurants. Besides, the firm plans to grow its company-owned storesby acquiring franchised restaurants. BWW has long-term goalspertaining to developing agreements between new and currentfranchisees. Joint venture partnerships are also part of thecompany’s long-term goals (SEC, 2013). BWW opened its firstinternational franchise in 2013. Other agreements have signed for theMiddle East, Mexico, and the Philippines in subsequent years (SEC,2013). Fulfilling such long-term projects will raise the company’sinternational profile.
Nevertheless, the strategy, mission, and organizational structure canbe improved in several ways. For example, BWW can use comparativeanalysis to modify its prices and so ensure cost leadership. The firmcan also pursue aggressive marketing strategies through advertisingand personal promotion. Creating more parking space would serve toattract more consumers. Moreover, BWW can develop strategies aimed atincreasing market share and raising the company’s public profile.
. (2016). Retrieved fromhttp://www.buffalowildwings.com/en/about/
David, F. R., & David, F. R. (2015). Strategic managementconcepts and cases: A competitive advantage approach (15thed.). Boston, Mass.: Pearson Education.
Securities and Exchange Commission. (2013). Retrieved fromhttp://ir.buffalowildwings.com/secfiling.cfm?filingid=1437749-14-2871&cik=