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Buffalo Wings & Rings

Breaking Away
from the Herd

4% increase in sales and 3% average ticket growth during the first limited-time-offer campaign following the rebrand.

Blazing a New Trail

In a category long dominated by bro-friendly bars and less-than-imaginative menus, Buffalo Wings & Rings needed to change the game. We helped elevate the sports-restaurant franchise to the “club level,” with a VIP fan experience that appealed to a more-discerning, family-friendly clientele.

LPK helped us move away from the ‘fan zone’ and crystallize our position as the ‘club level,’ where the menu is more refined and the family is always welcome to share in the fun.

– Diane Matheson, Marketing Director, Buffalo Wings & Rings

How We Got There

We immersed ourselves in the world of wing joints and sports bars and found that the category was flush with dimly lit dining rooms and loudmouthed dudes—not the optimal place for kids. In response, we helped Buffalo Wings & Rings find higher ground as a sports restaurant by creating a new brand foundation and design assets, bringing the brand to life in an unexpected way that scored points with families and sports fans alike.

To amplify the new club-level positioning and modernize the brand, we crafted a mouthwatering photography style that champions the delicious and intriguing chef-driven recipes and tells a story of families and friends enjoying the VIP treatment.


Fresh and unexpected visual and verbal assets evoke the passion, playfulness and confidence of foodies and sports enthusiasts alike.

Our integrated, creative campaigns feature limited-time, innovative menu items—think bourbon barbecue and wasabi—and clever creative expression drives home the brand experience at every single touchpoint.

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