Buffalo Wings & Rings Adding More Corporate Locations to its Successful Franchise System

Ever since Buffalo Wings & Rings made its first batch of fresh wings and homemade sauces in 1984, it’s been making a name for itself across the country. The demand for a different kind of sports restaurant is on the rise—consumers are increasingly interested in dining out at restaurants that serve quality food in a family-friendly environment.

In order to keep up with that high level of demand, Buffalo Wings & Rings decided to franchise. For the past 11 years, the brand has created a strong system of passionate, hard-working franchisees who drive the brand forward. As that network of local business owners continues to grow, the brand is also stepping up its own ownership efforts on the corporate level.

“Franchisees are the backbone of the entire Buffalo Wings & Rings system. Without their dedication and unwavering commitment to introduce the brand to new communities across the country, we wouldn’t be positioned as a leader in the highly competitive sports restaurant industry,” said Philip Schram, Buffalo Wings & Rings chief development officer.

Growth strategy

According to Schram, there are several reasons why Buffalo Wings & Rings maintains its ratio of corporate-owned and franchisee-own locations—and it all boils down to growing the right way.

• Having corporate-owned stores puts the franchisor in the field—it helps them see firsthand how their stores are operating, what needs to change and what’s already working.
• Buffalo Wings & Rings uses these stores for testing. Before embarking on a new LTO, for example, they’ll try it out in the corporate stores to gather the feedback needed to implement it system-wide.
• These stores show that the franchisor is invested in the operation and that they truly believe in the brand they’re selling to franchisees.
• It aids in the buying and selling of restaurants to franchisees in territories where there may not otherwise be any availability.

Right now, the brand has five corporate locations that are currently up and running. But Buffalo Wings & Rings wants to reach—and then maintain—a 20/80 split between corporate locations and restaurants that are run by franchisees. That means that in the next five years, the brand plans to add 14 more corporate locations and another 50 franchise units to its network.

Market expansion

As more corporate and franchisee-owned locations open up their doors in new markets across the country, Buffalo Wings & Rings will continue its tradition of separating itself from the competition. By offering the best menu in the segment and catering to a wide variety of consumers, the brand has solidified its position as the brand to beat.

“It’s amazing to see how far the Buffalo Wings & Rings brand has come in such a short amount of time. Since we first started franchising in 2005, the brand’s growth has been rapid and wildly successful,” said Schram. “When we talk about the club-level experience, it goes far beyond providing our guests with a second-to-none sports restaurant option.”