MINNEAPOLIS Buffalo Wild Wings is joining the push for late-night business with the launch of “Night Hunger,” a campaign intended to increase sales between 9 p.m. and closing by spotlighting a new menu of shareable items.
The after-dinner crowd accounts for about 15 percent of total sales, according to the chain. The campaign is an effort to encourage more customers to order food while watching games and having drinks during the late-evening hours.
The Night Hunger menu features a variety of shareable menu items, including bite-sized Cheeseburger and Pulled Pork Slammers and the Ballpark Sampler, which includes mini corn dogs, Cheeseburger Dippers and onion rings.
To support the menu, Buffalo Wild Wings launched “Night Hunger The Game” at www.buffalowildwings.com and www.nighthunger.com, where players can test their skills against a variety of classic monsters. Players who beat them all will receive vouchers for free menu items.
Buffalo Wild Wings, which has more than 500 units in 37 states, also will support the campaign with regional and local radio spots, in-store material and e-mails to its Buffalo Circle members.
Burger King, Denny's, Taco Bell and Wendy’s, among others, also are on the prowl for late-night business. Last week Burger King said all of its domestic restaurants would be open until 2 a.m. or later. The No. 2 burger chain is promoting its extended hours with TV spots featuring Sean “Diddy” Combs.
Denny's, meanwhile, is targeting 18- to 24-year-olds in its late-night campaign, which includes a special menu of "craveable and shareable" dishes that are served between 10 p.m. and 5 a.m. During that time, Denny's restaurants will play alternative music and servers will wear jeans and T-shirts.