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The after-dinner crowd, characterized by Buffalo Wild Wings as guests at the restaurant between 9 p.m. and close, currently makes up about 15 percent of total sales. The Company is targeting this segment to remind guests “Our Kitchen Doesn’t Close Until We Do,” in an effort to encourage more guests to order food while watching games and having drinks during the after-dinner hours. The Night Hunger menu will land on tables at 9 p.m. every night and features a variety of shareable menu items for groups to enjoy including the new Ballpark Sampler and the Cheese Burger or Pulled Pork Slammers.
To support the new menu, Buffalo Wild Wings will launch “Night Hunger The Game” online at www.buffalowildwings.com and www.nighthunger.com. Here, players can test their skills against a variety of classic monsters bent on attacking the player. The player’s spacebar doubles as a stomach growl-o-meter that, when hit just right, unleashes a blood curdling stomach growl that sends the monsters running in a variety of ways. If players beat all the monsters, they receive vouchers for free menu items at Buffalo Wild Wings.
Buffalo Wild Wings will also be promoting its “Night Hunger” campaign with regional and local radio advertising, in-restaurant marketing materials, a Cheese Burger Slammers product sampling from 9 -10 p.m. on June 2nd in participating restaurants, and through emails to its Buffalo Circle members.