Buffalo Wild Wings hires Scott Nelson as CMO

Buffalo Wild Wings has hired Scott Nelson as its new chief marketing officer.

Nelson most recently spent a year as VP of marketing for fast-growing Tatte Bakery & Cafe. He has a diverse background, including VP of marketing for Panera, president of packaging company SAVRpak, and global director of brand communications for Converse. He also founded Make Hay, a video marketing platform for food producers.

He replaces Tristan Meline, who was promoted in December to president of Buffalo Wild Wings Sports Bar.

“Scott brings a unique entrepreneurial approach that combines big-brand discipline with startup agility,” Meline said in a statement. “He is the ideal marketing leader to fuel Buffalo Wild Wings’ continued momentum in a dynamic consumer environment, and I look forward to working alongside him as we amplify storytelling, innovation, and guest connection across the brand.”

The 1,400-unit Buffalo Wild Wings relies heavily on marketing, with a regular rotation of TV ads as well as frequent menu promotions such as its recent offer of bottomless apps for $9.99. As a sports bar, much of its marketing is tied to sporting events.

“Few brands embody passion and connection like Buffalo Wild Wings, with a focus on fueling moments that bring friends and fans together,” said Nelson in a statement. “I could not be more excited to work for a brand and team that’s innovating with food, drink, and atmosphere in a truly differentiated, culturally relevant, and experiential way.”

He joins the chain as parent company Inspire Brands prepares for an initial public offering that is expected to be the largest in industry history.

Buffalo Wild Wings’ systemwide sales rose 1.2% last year to $4.1 billion, according to Technomic data. That includes both the chain’s sports bars and its quick-service offshoot, Buffalo Wild Wings Go.