Cincinnati Business Courier: Cincinnati Restaurant Chain Rebrands to Avoid Confusion with National Rival

In an interview with the Cincinnati Business Courier, Diane Matheson, Wings and Rings vice president of marketing discussed why the 85-unit restaurant and bar franchise decided to rename itself. She says it was to distance themselves from a competing brand, Buffalo Wild Wings.

"We get confused with that brand quite often, and for us it sometimes can have some great associations because they're an awesome brand, but there can also be negative associations with food quality and service quality," said Matheson.

The new name for the sports restaurant and bar franchise is Wings and Rings. With the name change came other updates at the restaurants. For example, the menus, digital displays and posters all were upgraded to reflect the new name and design. While the brand will be known as Wings and Rings in the US, the overseas locations will still be called Buffalo Wings & Rings.