Marissa Garcia-Larita

Vanessa Garcia-Larita
Kenneth Dotson

Buffalo Wild Wings Franchise Business Plan

Executive Summary
The purpose of this business plan is to secure additional, long-term funding to open a
Buffalo Wild Wings franchise in American Canyon, California. We will be investing in $750,000
to open a Buffalo Wild Wings franchise for 10% of the company.
Buffalo Wild Wings is the fastest growing restaurant chain in the United States. Net
earnings growth has increased 24% over the past five years. Unit growth has increased 12%
and revenue growth increased 25%. Buffalo Wild Wings has a location in every state of the
U.S., including Canada, Mexico, and Philippines. Our goal is to be the communities #1 site to go
to for wings, beer, and sports.
To succeed with our goal we will market our products, offer catering services, promote our
shop with different specials and more.
Objective
Our first objective is to open the franchise restaurant before the year ends, approximately 8
months. We will need all the necessary furniture including tables, chairs, TV's, cups, food
holders, etc. We will also need to have our employees, chefs and hostesses fully trained and
ready to provide the best customer service available. We will also be stocking up on food in an
organized way to keep the stocks efficient for future use. Lastly, we will need cable, wifi,
plumbing services, etc. to be up and running to meet our customers needs.
Mission
Our top priority is to franchise a Buffalo Wild Wings in American Canyon with a welcoming
atmosphere to keep our customers coming in on a regular basis. We will do this by creating a
minimum of $750,000 investment and then continuing on working to meet our objectives by the
end of 2016.
Keys to Success
The most important key to success is our location. It is very important that our location lives
up to our expectations and is convenient to as many potential customers as possible. Our
location will be located on Broadway St. near Crawford way in American Canyon.
Another key to success is our ability to execute our plan. If we fail to achieve one or more
aspects of our plan we know that we cannot succeed and we will unfortunately result in failure.
Therefore, we will remain focused on our plan to be American Canyon's #1 customer service,
food and friendly environment fast food restaurant.

Company Summary
Buffalo Wild Wings is a fast food restaurant but it is also known for its sport bar for sports
fans. The company provides a menu with different foods rather than just wings and beer. It
provides the convenience of fast food with rapid response times, affordability, as well as catering
and carry out meal options.
Buffalo Wild Wings was originally created in 1982 with one restaurant in Columbus, OH.
Three main symbols of Buffalo Wild Wings are wings, beer and sports. It's what the fans want
and that's what Buffalo Wild Wings is all about - making fans happy. Buffalo Wild Wings is the

ultimate spot to get together with friends, watch sports, drink beer and eat wings. TV's in the
restaurant were originally used for music videos until one day someone asked to turn on the
Ohio State game. In the end, sports won out, creating the Buffalo Wild Wings sports bar. There
are currently more than 840 Buffalo Wild Wings locations across 48 states in the U.S. And
Canada.
Company Ownership
The company started over 30 years ago. Founders, Jim Pisbrow and Scott Lowery,
followed their guts and opened a wing joint in the middle of Ohio in 1982. They named it Buffalo
Wild Wings and Weck. The rest, as they say, is history. In 1994, CEO Sally Smith came on
board to put in place the necessary infrastructure needed to further grow the concept.
Start-up Summary
A minimum $750,000 investment is required to open a Buffalo Wild Wings franchise with
liquid assets available of $1.5 million to $3 million.
Required liquid assets: minimum of $1 million per restaurant
Required net worth per rest of US $1 million
The operated is an equity partner of at least 5%
No more than 80% of the start-up costs be leveraged; 20% of any single stores start-up
costs must be in liquid assets
Company Location & Facilities
The company will be located in American Canyon, CA. It will be on Broadway St. near
Crawford Way. It is a total of 4.32 acres. Broadway St, also known as Highway 29, is the busiest
street in American Canyon.
Products
We will offer a large variety of different flavored wings including honey BBQ, mango
habanero, wild, and of course hot, and many others to fit customers moods. Not only does
Buffalo Wild Wings offer different kinds of wings, Buffalo Wild Wings also offers a wide selection
of salads, chicken tenders, shrimp dishes, wraps, sandwiches, burgers, ribs, desserts and
beverages. Best of all, while enjoying our wings or other great foods on the menu, you can
catch a game on one of the man HDTV screens located on every wall for a good view.

Product Description
All of our wings are available for customization. This includes choosing between boneless
or traditional wings and deciding on some of our many flavored wings that Buffalo Wild Wings
has to offer. There are signature sauces and dry seasonings to choose from. This includes:
Salt and vinegar seasoning
Sweet BBQ
Lemon pepper seasoning
Teriyaki
Bourbon honey mustard
Mild
Parmesan garlic
Medium
Chipotle BBQ seasoning
Honey BBQ
Buffalo seasoning

Spicy garlic
Asian zing
Desert heat seasoning
Caribbean jerk
Thai curry
Hot BBQ
Mango habanero
Wild
Blazin

Competitive Comparisons
Our competition consists of different wing restaurants. Specifically, Buffalo Wild Wings
competes with Applebee's international inc., Hooters of America LLC, and Wingstop restaurants
inc. There are no Applebee's or Hooters located in American Canyon, however, there is a
Wingstop. Our competition won't be as competitive as other locations Buffalo Wild Wings has
been, but our specialized focus on customer experience is what will set us apart from Wingstop.
Buffalo Wild Wings is made to be a fun place to hangout, which is what American Canyon lacks.
While other chains focus on the food and the menu, Buffalo Wild Wings invests in customer
experience. This includes the numerous TV's we provide, along with their selection of what they
choose to watch. Customers can play trivia games on tablets as servers entice them to sample
new sauces.
Sourcing
Buffalo Wild Wings will provide the supplies necessary for operation.

Marketing Analysis Summary

Buffalo Wild Wings creates a welcoming neighborhood atmosphere that includes an
extensive multi-media system, a full bar and an open layout, which appeals to sports fans and
families alike. Altogether there are over 1,080 restaurants in the U.S., Canada, Mexico and
Philippines. Our market consists of travelers, American Canyon community members/residents
and anyone passing through highway 29. American Canyon's population is approximately
20,000.
Strategy & Implementation
Our #1 strategy is to focus on our customer experience. Our success hinges on whether
customers receive what we promise them and are pleased enough to come back for more.
Making our fans happy will be successful if we don't distract ourselves from the core business of
providing fast service and treating the customers as if they are special.
Along with any business model in the 21st century, we will adapt our strategy to the
customer and market trends while maintaining consistency of brand and message. This
millennium has proved to be very successful in growing this market and of supporting its
franchise. After all, Buffalo Wild Wings is the fastest growing restaurant chain in the U.S.
Competitive Edge
We have a competitive edge in regards to the overall quality and differentiation of our
products, and in the cleanliness and ambiance of our seating area. Our wings, beverages and
other foods we offer on our menu are all of the finest quality. Our seating area will remain clean
at all times including our TV screens and restrooms. As our main colors are yellow and black as

shown on our logos, Buffalo Wild Wings also has the burgundy like colors painted to make the
eating space more attractive.
Sales Strategy
Our sales strategy will be to reach the largest amount of Napa county residents and visitors
with consistent value-added incentives to purchase our products and visit our restaurant. Buffalo
Wild Wings offers many frequent special promotions to keep our "regular" customers happy.
This includes their IRONFAN for dedicated customers, Wing Tuesday's, Boneless Thursday's
and a B-Dubs Buffalo Wild Wings mobile app.
Marketing Strategy
Our marketing strategy is to reach the largest amount of residents in AC and travelers
passing through Napa county, specifically Highway 29. We will focus on three solid points:
1. Building customer loyalty
2. Extending the franchise brand locally
3. Develop local advertising

Sales Forecast

Pricing Strategy
Our pricing strategy is different for different meals and customers. Our entire menu ranges
from our cheapest meal being $4 to our highest cost being $18.99. Our highest margins will
come will come from our catering services and parties. This also includes big events such as
the super bowl.
Strategic Alliances
The fast-food business is based mainly on the impulsive choice of consumers. Many
people buy their lunch or family dinners at a fast food restaurant which does not offer the best
selection but the most reliable menu and the fastest order completion time. Our goal is to

capture those customers and build loyalty to the product through consistent daily specials and
coupons in which will be mailed to them.
Management Summary
Our managers are also owners. We want our managers to take a personal stake in the
success of the company, therefore we have given the, a share of any profits they generate.
Personnel Plan
Most of our employees will come from residents in Napa County. This can be anyone who
is the age of 16 years old or older. Our employees will be treated with respect. They will wear
the required uniform in which position they hold as an employee at Buffalo Wild Wings. Our
employees will be paid minimum wage as a starting salary unless notified otherwise. From there
they will have opportunities of raises and promotions.
Organizational Structure
The organizational structure is very basic. It's important that our manager on duty is clearly
in charge, however, this shall not stop our employees from taking initiative. Our manager on
duty will have the final say on all decisions. We will have trained each employee on how to react
to customer issues on their own and respond based on their knowledge of company policy.
Each Buffalo Wild Wings has a full time, qualified, experienced general manager. They must
have direct experience in unit-level management in the casual dining environment that included
alcohol. Each franchise group must also have a person with multi-unit restaurant operations
management experience which includes experience with alcohol.
Management Team
Sally J. Smith - chief executive officer and president
James M. Schmidt - chief operating officer
Kathleen M. Benning - executive Vice President, chief strategy officer and business
development
Judith A. Shoulak - executive Vice President, president North America Buffalo Wild
Wings
Lee R. Patterson - senior Vice President, guest experience and innovation
Emily C. Decker - senior Vice President, general counsel and secretary
Andrew D. Block - senior Vice President, talent management services
Financial Plan
Our financial plan is based off of Buffalo Wild Wings past sales, revenue arrow th, net
earnings growth, and unit growth.
Important Assumptions

Break Even Analysis

Projected Profit and Loss