Transcript Buffalo Wild Wings to Germany

Buffalo Wild Wings to
Germany
Steven Trinh
Nikki Betzler
Hannah Erickson
Davis Tollette
Background of BWW
Established in 1982 in Columbus, Ohio
Founded by Jim Disbrow and Scott Lowery
Famous Slogan: “Wings. Beer. Sports.”
Expanded into Canada, Mexico, Middle East and Philippines
Over 1,000 stores
“When you go to a new country, you have one chance” - Tim Murphy
Cultural Analysis
Open-minded, well-educated
West/East divide
German identity
Basic Law
Immigration
Refugees and
“willkommenskultur”
Sports
Per capita revenue from major league soccer in Germany: $47
Per capita revenue from major league football in America: $27
Local Tastes and Differences- Berlin
Young and international city
Main meal is lunch
Bread as important staple
Large family meals on weekends
Economy and Demographics
16th largest population in world
Aging population
Majority urban population
2 main languages: German and
English
Economy
4th highest GDP in world
Corporate tax rate = 15%
Complex and strict safety standards
3rd highest in terms of amount of imports & exports
Technology
95% of households have access to some sort of media outlet
Many still enjoy listening to the radio or reading the newspaper over watching
television
Internet and mobile device usage has increased over the last decade
dramatically
Market Audit and Competitive Analysis
Our Product
Marketing the full experience
Aligning with the leisure and sports centered German
demographic
Trend in international food consumption
Trials
Adapting to the Bavarian pallette and time frames
Encouraging sales of boneless wings with milder sauces
Market Audit and Competitive Analysis
Implications of the Demographic
3.5 million people
4,650 restaurants, 900 bars, 190 clubs, 0 “sports bars”
So...
Locate near sports stadiums, popular street corners, and noted “eat streets”
While staying within bounds of rent expenses
Continue the moderate pricing strategy
Market Audit and Competitive Analysis
Competition
Marketing Plan
-Demographic: 15-45, 40.4% Population.
-Initial expansion plan: Berlin as of now
-Generate brand awareness
-Packaging will be the same
-Take advantage of lunch hour
Promotional Mix
-Objectives: Brand Awareness
-Media Mix: Advertisements from social media, online marketing, radio
commercials, and visuals along the lines of public transportation
-Message: High energy atmosphere
-Promotions: Coupons, Sale days, Promotional mail, rewards program, word of
mouth
Distribution
Transportation of goods choice: Ocean Carrier
Ship from New York Ports to Ports in Berlin and Toenning.
Most of Produce will be bought in Germany
Rely on current distributor in the U.S, T. Marzetti Company.
Expansion
-Conservative approach and place 1st restaurant in Berlin
-Multi-Channel Strategy
-Further expansion once settled, into cities such as Munich, Hamburg, Frankfurt
-Franchising: $750,000 investment with liquid assets of 1.5 mil to 3 mil.
Questions?