Buffalo Wild Wings Prospers by Focus on Regular Guys

What explains the success of Buffalo Wild Wings, the 500-unit restaurant chain that recently reported an 18 percent gain in first-quarter profits?

Maybe it's the fact that the Minneapolis-based company "stays true to wings, beer and sports," as Kathy Benning, Buffalo Wild Wings' senior vice president of marketing and brand development, put it in February to Fast Casual, a foodservice magazine.

Benning used the phrase "wings, beer and sports" twice in the short interview, where she also extolled the benefits of "Boneless Thursdays" â€" when the restaurants serve chicken wings sans bones, which leads me to wonder: How many people simply order a bowl and eat them with a spoon, like cereal? Don't chicken wings have bones for a reason?

In any case, the secret to BWW's success seems to be its unapologetic effort to appeal to America's regular guys (and gals, but mostly guys.) The first restaurant was opened 25 years ago near Ohio State University's campus. Serving campuses has remained a key strategy ever since, especially when the chain enters a new area.

"College campuses provide the opportunity to establish your brand and restaurant name among a distinctive target audience of young adults that can be seen as influential driving forces," Benning said.

The company ties itself into local sports scenes with fervor. In a recent conference call with analysts, CEO Sally Smith ticked off a slew of such programs, including sponsorships of fantasy football leagues and local sports teams. It also buys its way onto music festivals and other events that are aimed squarely at middle Americans.

"Trust successes and remain true to your brand through consistent messaging," Benning told Fast Casual. In other words, keep saying "wings, beer and sports," and the baseball-capped legions will come.