Drive revenue with design
70 percent of the revenue at Buffalo Wild Wings comes from food. Namely, lip-smacking, sauce-spun Buffalo-style chicken wings. So, clearly, our work for Buffalo Wild Wings couldn’t just be cool. It also had to increase gross profit and optimize the average check.
We knew that the only piece of printed advertising a consumer is virtually certain to read is a menu. So we started by designing every inch of the menu to drive revenue (while making patrons smile). We put the top revenue-generating items in the top hot spots. We used 72-point type to scream. And we cross-sold at every opportunity, urging guests to try different sauces, order takeout for the next party, or come back on Wing Tuesdays.
We also designed every piece of packaging to promote the brand and speak (irreverently) to the target audience. We called our creative concept “wall to wall.” It mimicked the unmistakable energy and noisy happiness you’ll find at every B-dubs.