Buffalo Wild Wings - December 2011
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Buffalo Wild Wings®
December 2011
This document contains confidential and proprietary research
belonging to Luke Werner.
Luke Werner
Entrepreneur/Future business owner
155 Balcerzak Drive
Mankato, Minnesota 56001
Table of Contents
Vision and Mission Statements 3
Company Overview 4
Business Description 4
Menu 5
Location 6
Building 7
Legal Business Description 8
Market Analysis 8
Competitors 9
Trade Area 9
Monthly Promotional Plan 10
Advertisements 11
Web Page 12
Management Team 13
Outside Support 14
Staffing 14
Revenue Projections 15
Equipment Needed 15
Income Statement 16
2|Page
Vision Statement
At Buffalo Wild Wings Grill & Bar, or B-Dubs, you can always feel comfortable pulling some tables
together with your friends and staying as long as you want. We are a fun, edgy, high-energy and easy going
restaurant; much like the personalities of our guests.
Mission Statement
Buffalo Wild Wings commits to the following:
Buffalo Wild Wing's mission is to provide innovative, practical and top-quality products that are reasonable yet
satisfying. We believe our first responsibility is the customer who visits our restaurant. Our strong financial position will
enable us to excel. In carrying out our day-to-day business we strive to:
1. Treat our employees as part of our team, and treat them with respect.
2. Follow the philosophy that our customers are our top priority.
3. Be considered as a leader and a role model in our community.
Through a long-term commitment to this mission, we will be known as a company that gives back. Our customers,
vendors, and employees see Buffalo Wild Wings as offering knowledge, benefits, and insurance.
3|Page
Company Overview
Buffalo Wild Wings will be successful in Fairmont due to the lack of sports bar within the town. Seeing
how the median age is 41, we really don’t have a fashionable place for a quick burger and a sit-down sports bar.
I feel there is a great demand. There are two different target markets: High school kids and middle aged adults;
while the middle aged adults are not getting represented. With having such a great atmosphere, it’ll be great get-
together location.
Business Description
Our menu is better than most. We offer 14 signature sauces; from regular to blazing hot. Also serve
pizzas, burgers, wings, and potato wedges/French fries. For soft drinks, Buffalo Wild Wings serves Coca-Cola
products. We know that as a company, we need to have incentives for people to come in. Monday’s $.75 off all
23oz draft beer, Tuesday’s $.35 Wings, Wednesday’s $.50 legs, Thursday’s $.50 boneless wings. I feel with a
very diverse menu, there is something for everyone.
4|Page
Menu 5|Page
Location
Center Creek Drive Lot 1, Block 3 Fairmont MN, 56031. With my location laying right on Highway 15,
we’re only seconds from the interstate. Highway 15 has roughly 1,100 cars that drive by daily; while another
1300 drive along Interstate 90. Not only will you get the regular town traffic, you’d also benefit from the
Interstate.
Lot size is 59,475 square feet for $149,000. The land is undeveloped. There is ample room for parking,
and a building size of 40,000 square feet. Location is very easy to find, very quick in and out, and in a low
crime rate of town. Semis, such as delivery trucks, will have an easy experience having the loading dock on a
non-busy road.
Picture from MapQuest December 3, 2011
6|Page
Building http://www.wagnerdesignbuild.com http://www.blounttoday.com/photos/2008/oct/01/8922/ http://www.myavidgolfer.com/articles/?view=article&article_id=651&no_current=1 7|Page
Legal Business Description
Buffalo Wild Wings
The legal business name of Buffalo Wild Wings is Luke Werner DBA Buffalo Wild Wings.
Legal form of business: Franchise.
Market Analysis
Customer Profile
While using the ReferenceUSA database, I found the following characteristics to be true about my target
market:
Demographic Psychographic
16-35 years of age Tailgate for sporting events
Lunch hour hot spot
Male and Female
Interest in Sports/Dining/Outdoor
Income Range: $20,000-$60,000
Charitable Donors
Family Restaurant
Internet user
Living within the community or
surrounding area Pet Owners
Interstate traffic Interest in current events
There are over 600 company-owned and franchised Buffalo Wild Wings restaurants in 41 states. Within the
next five years they are hoping to go international.
From the survey I took on sric-bi.com, my target market falls under the categories of Experienced/Striver. My
customers need to experience life; they are willing to try new things. Reasons for coming out to Buffalo Wild
Wings would to celebrate a win for the local team, going out on a date, going out for a drink with friends, or just
enjoying a well meal.
8|PageCompetitors
McDonalds Subway Green Mill Jakes Pizza Chinese Restaurant
Taco Johns Godfathers Pizza Pizza Hut Tami’s on the Ave El Agave
Burger King Arby’s Dairy Queen Channel Inn Ranch Restaurant
I feel there are only two real competitors; Tami’s on the Ave and Channel Inn. They are about the only
businesses in our industry that brings people together in the bar scene. However, with our promotions we will
have their business. Prices will be about the same, and our target market is also very identical.
Trade Area
My customers will live, work, and dine within a 20 mile radius of where they live. We would receive our food
from US Food Service Inc., located in Plymouth Minnesota. US Foodservice is the tenth largest-privately
owned company in America. Another wholesaler we would do business with is Sysco, closet location being in
St. Paul Minnesota. Sysco is the largest marketer and distributor of food service products in North America.
From the 2010 Census, there were 10,666 people living in Fairmont. Females make up 47%, and males make up
53% of the population. Median Age is 35. On average it only takes five to nine minutes for 2000 people to drive
to work. Fairmont is a small town, with lots of people.
9|PagePromotional Plan
Event Name/
Month Effective Time Promotion
Ring in the New Year
January First two weeks of the Year
2 for 1 Pitcher of tap beer
Valentines Special Buy one full price entrée, get the
February Valentines Week second free.
Leprechaun’s Gold $1 Heineken bottle
March All month March Madness Brackets
Each rainy day get a half-off entrée,
April April Showers
Limit 4 per group
May Mother’s Day Mothers eat half off
Bar-B-Q items 25% off
June Summers Coming
Friday Nights- Bean Bag Tournament
Meal and drink $7.44
July Independence Week
Weekend Karaoke
Back to School But 12 boneless wings, get 6 free
August Last two weeks of the month Limit 18 free
Make your own Burger Basket
September Labor Day
$9.05
Wear your costume get a free drink
October Halloween Weekend Party
ticket
November Turkey Week Daily Lunch Buffets $8.25
Buy a $25 gift card, receive $5
December Santa’s Sleigh
dollar gift card
10 | P a g eAdvertisements Billboard News Paper Ad 11 | P a g e
Web Page 12 | P a g e
Management Team
Our management team consists of six managers.
Officers:
Luke Werner: Owner/General Manager Amanda Peterson: Hostess Manager
Matt Templin: Shift Manager Kristina Miller: Bartender Manager
Ryan Ettesvold: Shift Manager Jayme Strauser: Kitchen Manager
Luke Werner is in charge of the company, has the apparent authority of Buffalo Wild Wings. Works with
outsiders to make sure the business is running smoothly. General Manager also takes care of any legal issues
that may occur, and approves all purchases.
Matt Templin and Ryan Ettesvold are in charge while Luke Werner is out. If you have an issue that needs
attention right away, you work it out with these two. Shift managers have implied authority. Work at increasing
customer relations, promotional ideas, and cleanliness of the restaurant.
Amanda Peterson is in charge of two or three people, depending on the staffing needs. She makes sure the
guests are seated within a reasonable time. Guests see a smile and are greeted as soon as they walk in the door.
Tables must be bussed, silverware at tables, and guests must get thanked for coming in.
Kristina Miller is in charge of purchasing necessary liquor, glasses, and the fountain pop. Bartender Manager
deals with all the liquor sales; also holds implied authority.
Jayme Strauser is charge of all food ordering from vendors, sanitary needs, and equipment purchases. Kitchen
Manager holds implied authority. Both General Manager and Kitchen Manager will get together and look at
resumes together.
*Additional managers will be hired as we need them.
All managers will work with the General Manager for the best of the company. If someone acts unethically,
there will be consequences. All employees will sign an Employee Agreement, stating you cannot work for
another food establishment at the current time of your employment at Buffalo Wild Wings.
13 | P a g eOutside Support
We also receive external help in factoring out big management decisions.
Corporate Attorney: Krahmer & Nielsen
204 Lake Avenue Suite 201 Fairmont, MN 56031
CPA: Jerome Gerdts, Roessler Nuss & Co Pa
1295 S. Highway 15 Fairmont, MN 56031
Insurance Agent: Mark Smith, Lake Side Agency
412 E Blue Earth Ave Fairmont, MN 56031
Financial Intuition: Profinium Financial
105 Lake Avenue Fairmont, MN 56031
Staffing
Buffalo Wild Wings acknowledges that we will need extra people to be an effect restaurant. We will need
approximate 50 employees throughout the building on our schedule. Employees are yet to be determined. We
will be holding a Job Fair at Holiday Inn Fairmont, a month prior to opening.
14 | P a g eRevenue Projections
January- $12,031
February- $11,842
March- $10,861
April- $9,800
May- $11,034
June- $10,673
July- $10,305
August- $11,268
September- $11,663
October- $9,522
November- $11,100
December- $10,169
Equipment Needed
We will be hiring Tech Builders, Inc. to build our building. I, Luke Werner, give them apparent authority.
Necessary appliances are yet to be determined. I am estimating the building cost and appliances to be around
$250,000.
15 | P a g eIncome Statement 16 | P a g e
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