Buffalo Wild Wings
This promotion is designed to generate business on those days with the concept of a loss leader. They expect to lose money on their wings but, through generated business, recover their loss through other goods such as drinks and other menu items. In addition to this promotional marketing strategy, Smith also said they are focusing on promoting non-wing items and that through this they could control other costs effectively (Thorn). Through these actions BWW is able to regulate their prices effectively and maintain a competitive edge within the industry.
In order for BWW to be successful they must maintain the ideas of the four competitive levels. These levels consist of brand, industry, form, and generic competitions. Each has an important function in the market, which allows for the companies that are able to utilize them affectively, maintain that competitive edge.
The first focus tends to be brand. This is the concept of your immediate competitors or direct competitors. In Buffalo Wild Wings’® industry their top competitor is currently Hooters. In order to compete with them, BWW focuses on the service they provide as well as the atmosphere; their focus is to create customer loyalty. They want to create an experience their customers want to return to, rather than looking for an alternative. “The need to connect with the consumer and stay true to your brand is even more important today than it ever has been” (Jameson). According to Jonathon