Tuesday, April 12, 2022

Buffalo Wild Wings Partnerships are Hot, Hot, Hot


While food discovery is key for Gen Z and Millennials, garnering Gen Z and Millennial customers is key for Buffalo Wild Wings.  According to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®, “Buffalo Wild Wings is leveraging flavor to garner Gen Z and Millennial customers into convenient mix & match meal participation, with differentiation and individualization.”

This has been a good year for Buffalo Wild Wings, remember the Flamin’ Hot ad breakout moment at the 2022 Super Bowl, with Megan Three Stallion promoting the flavor in Frito-Lay’s commercial. The last Monday, Buffalo Wild Wings capitalized on another national sporting event—the NCAA basketball championship game—to introduce heat-seeking customers to its new Doritos Flamin’ Hot Nacho Wings.

The fiery wings, developed in partnership with Frito-Lay’s Flamin’ Hot Doritos tortilla chips, make their official debut at BWW Wednesday and they will drive new electricity into the Buffalo Wild Wings brand specifically with Millennials and Gen Z consumers looking for food discovery according to Johnson.

So, the wings are spun in the proprietary flamin’ hot nacho sauce and topped with crumbles of the spicy tortilla chips. The menu addition offers another blazing option at BWW, this time, coupled with crunch.

Jamie Carawan, VP of brand menu and culinary at Buffalo Wild Wings, stated, “At Buffalo Wild Wings, we have built our reputation on delicious and unique flavor experiences that only we can deliver, and the new Doritos Flamin’ Hot Nacho Flavored Sauce is a slam dunk,”... “Our partnership with Doritos expands on our rich heritage of signature sauces as we continue to innovate and create unexpected, one-of-a-kind bold flavors for our fans.”

This partnership works as Buffalo Wild Wings also teamed up with Frito Lay last fall to launch Doritos Spicy Sweet Chili Flavored Sauce. The limited-time Doritos Flamin’ Hot Nacho Flavored Sauce brings another new flavor profile to the fiery sauce lineup at BWW, which also includes Nashville Hot, Asian Zing, Mango Habanero, Blazin’ Carolina Reaper and Jammin’ Jalapeno.

There is flavor enough for all, remember that Frito-Lay popularized the flavor profile with its Flamin’ Hot Cheetos and Doritos snacks, it’s since gained considerable traction in menu items and consumer products. The company previously teamed up with Taco Bell for the fan favorite Flamin’ Hot Doritos Locos Tacos, and the QSR expanded on that success with a flamin’ hot frozen slushie.

Once again, treats chain Marble Slab launched Flamin’ Hot Cheetos ice cream and milkshakes last summer, and Mountain Dew embraced the flavor in a limited-edition soft drink.

Buffalo Wild Wings is also partnering with Frito-Lay parent company Pepsi Co. on an exclusive beverage flavor—MTN DEW Legend—with notes of blackberry, ginger and citrus. The bubbly drink debuted in March at the sports bar chain and is rolling out nationally next month.

According to Johnson, “Brand relevance is in part driven with innovation in new food products in combination with new avenues of distribution all of which are the platform for the new electricity.” 

Johnson stated “that in my minds-eye the new electricity must be very efficient for the supply and includes such things as fresh foods, developing brands, unique urban clothing, grocerant positioning, fresh food messaging, autonomous delivery, cashier-less retail, plates, glasses, cash-less payments, digital hand-held marketing.

All retailers to survive the next generation of retail must embrace the artificial intelligence revolution while simultaneously embracing fresh food that is portable, fresh, with differentiation that is familiar not different.  Remember differentiation does not mean different it means familiar but with a twist.

Don’t over reach. Are you ready for some fresh ideations? Do your food marketing ideations look more like yesterday than tomorrow? Interested in learning how Foodservice Solutions® can edify your retail food brand while creating a platform for consumer convenient meal participationdifferentiation and individualization?  Email us at: Steve@FoodserviceSolutions.us or visit us on our social media sites by clicking the following links: Facebook,  LinkedIn, or Twitter

In a Battle for Share of Stomach

The Consumer is Dynamic not Static

Brands must be Dynamic 

Then you Can Win

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