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.
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.
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 participation, differentiation 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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