Gavin Thomas

BUFFALO WILD WINGS

QUICK HISTORY

• 1982: First restaurant opened in Columbus, Ohio

• 1994: Sally Smith hired as CFO

• 1996: Sally Smith becomes CEO

• 2003: IPO

• 2012: Remove “Bar & Grill” and revamp restaurant

MISSION STATEMENT

• Our mission is to WOW people everyday. We are guest-driven. We will WOW our guests every day by achieving the highest level of satisfaction with an extraordinary focus on friendly service, food, fun, and value. We are team-focused. We will WOW our team members by providing the same respect, positive encouragement and fair treatment within the organization that we expect Team Members to share externally with every guest. We are community-connected. We will WOW the communities where we do business by practicing good citizenship and helping to make these communities better places to live, work and grow. We are dedicated to excellence. We will WOW our stakeholders with outstanding, industry-leading financial results and operational performance. We attribute our success to the hard work and dedication of our team. While our famous wings spun in our signature sauces, diverse beer selection, and unsurpassed audio-visual experience may bring customers to Buffalo Wild Wings in the first place, it's our people who ultimately give them a reason to keep coming back

MISSION STATEMENT ANALYSIS?

• Basic specification of product/service

“While our famous wings spun in our signature sauces, diverse beer selection, and unsurpassed audio-visual experience may bring customers to Buffalo Wild Wings in the first place”

• Specification of primary market

Combines beer, wings, and audio-visual experience, tacitly targeting sports fans

• Specification of technology for product or delivery

“It's our people who ultimately give them a reason to keep coming back .”

CORPORATE SOCIAL RESPONSIBILITY

• Economic: Beat NASDAQ by 2.5x last five years

• Ethical: Won award for Best Responsible Alcohol Service Program

• Legal: Haven’t faced huge lawsuits

• Discretionary: Sponsor many local fundraisers

REMOTE ENVIRONMENT

• Economic: Fed buy-back and new minimum wage law

• Political: Affordable Care Act and marijuana legalization

• Social: Social media explosion

• Ecological: Some stores are “going green”

PORTER’S FIVE FORCES MODEL

• Barriers to entry: Minimal to enter, large to compete on large scale

• Buyer power: Low

• Supplier power: Medium

• Threat of substitutes: High

• Competitive rivalry: Non-Existent

S.W.O.T ANALYSIS

• Strengths: Brand, leadership, product

• Weaknesses: Global brand, reliance on chicken

• Opportunities: Global expansion, PizzaRev

• Threats: Chicken, US economic recession

• Motley Fool “Rule-Breaker”

GENERIC STRATEGY

Differentiation

GRAND STRATEGY

• Concentrated Growth: Grow to 1,700 in North America

• Market Development: Expanding to Puerto Rico, Mexico, and Philippines

• Product Development: PizzaRev

• Concentric Diversification: “Evaluating additional emerging restaurant brands”

FUNCTIONAL TACTICS

• Marketing: Targeted campaigns, removing “Grill & Bar” from name

• Finance: Franchising

• Production/Operations: “Audio-Visual” experience, franchise consultants

• R&D: Experimenting with new menu items, wing flavors, Game Changer Ale

• HR: Stable/Experienced management team

FUNCTIONAL ORGANIZATIONAL STRUCTURE

LEADERSHIP

• CEO Sally Smith: Since 1994

• VP, CFO Mary Twinem: Since 1996

• COO James Schmidt: Since 2002

• VP Kathy Benning: Since 2002

• VP Judith Shoulak: Since 2001

• VP Lee Patterson: Since 2008

• VP Emily Decker: Since 2007

• Andrew Block: Since 2010

CULTURE

• Passion from the top

• Employee success is rewarded

• Customer driven – “The Experience”

CONTROLS

• Premise Controls: Technology advances and healthy industry

• Strategic Surveillance: Smith director of NRA and employee conferences

• Special Alert Controls: Not needed yet….

• Implementation: Continue strengthening brand and reach 1,700 North American restaurants

ANALYSIS/SUMMARY

• Keep doing what they’re doing

• Figure out future leadership when Smith retires

• If global expansion doesn’t work, build multi-concept North American restaurant

• Build up PizzaRev

• Explore other emerging restaurant brands