Buffalo Wild Wings 'GO' Expands
Buffalo Wild Wings is opening a new takeout-focused 'GO' location in Hurricane, West Virginia, on March 4. The smaller-format restaurant is part of the company's broader strategy to cater to the growing demand for off-premise dining and delivery.
The 'GO' concept first launched in Atlanta in May 2020, designed specifically to meet the rising demand for takeout and delivery. These smaller-format restaurants, typically 900 to 1,600 square feet, feature walk-up counters and heated lockers for contactless order pickup. This contrasts with the much larger 3,500 to 6,500-plus square feet of traditional Buffalo Wild Wings sports bars. This strategic shift addresses a significant change in consumer behavior. Even before 2020, off-premise dining was on the rise, a trend that has since accelerated, with nearly 75% of all restaurant traffic now happening off-premises. For Buffalo Wild Wings, this translated to takeout and delivery growing from 15% of sales pre-pandemic to over a third of their revenue now. The expansion of the 'GO' model has been rapid. The 100th 'GO' location opened in April 2024, with a target of reaching 150 by the end of that year. Looking forward, the company has secured commitments from franchisees to open nearly 600 more of these takeout-focused units. The move is part of a broader industry trend where casual dining brands are creating smaller, off-premise-focused versions of their restaurants. Other examples include P.F. Chang's To-Go and Flip'd by IHOP. John Bowie, Brand President of Buffalo Wild Wings, stated the goal is to pack the brand's well-known flavors into a more convenient format for customers on the go.
