Buffalo Wild Wings has launched a redesigned menu that encourages guests to mix and match food selections with the chain’s signature sauces.
The new menu also features 10 new items, several of which have been developed for sharing and catering to groups.
Sylvia Matzke-Hill, director of research and development for Minneapolis-based Buffalo Wild Wings, said the diversification of the new menu items would provide “something for everybody,” particularly given guests’ enhanced ability to customize selections using the chain’s sauces and seasonings.
“The section of the menu listing Buffalo Wild Wings’ 14 sauces and four seasoning rubs was given more prominence and renamed ‘Customize Your Grub,’” she said, adding guests are invited to add or substitute any seasoning or sauce on any menu item.
“The whole customization piece was about getting our sauces out there,” she said. “We also focused on having sharable items that can give you the sports-fan feel to complement an order of wings and beer.”
Matzke-Hill said two new sauce flavors would debut in June, although she declined to disclose what those flavors would be.
New menu items include appetizers meant to be shared like Southwest Bites, $5.29; a trio of soft pretzels, $4.99; Spinach Artichoke Chicken Flatbread, $7.79; and mini Chili Cheese Dogs, $8.19.
“Our flatbreads are a neat category for us, and the Spinach Artichoke Chicken Flatbread just complements that and brings a twist to a popular dip in a lot of other restaurants,” Matzke-Hill said. “The sports fans should love our mini hot dogs and pretzels.”
The Asian Zing Chicken Salad at $7.39 headlines a group of new entrées that also includes the Pepper Jack Steak Wrap, $8.39; Screamin’ Nacho Burger, $7.89; Juicy Steak Burger, $8.19; Fish Tacos, $8.19; and a Veggie Boat — celery and carrot sticks served with a side of ranch dressing — 99 cents.
The soft pretzels, Juicy Steak Burger and Fish Tacos are meant to be paired with a guest’s choice of signature wing sauce.
“This is a lot,” Matzke-Hill said. “We haven’t really revamped our menu in about three and a half years, so this is a chance to take a look at where we’re at and make a big splash. The whole design of the menu has changed with a call to action around the customization piece.”
Buffalo Wild Wings makes a few additions to the menu about four times a year, including limited-time offerings timed to coincide with football and basketball season, plus a summer focus on sauces and seasonings. But the R&D process stays consistent throughout the year, Matzke-Hill said.
“We truly take the same approach all year to provide the ultimate social experience for sports fans, whether the game’s on or off,” she said. “On the food side, it’s about creating a craveable experience. That was really what was developing this: When you think about sports, what do you crave?”
Buffalo Wild Wings operates or franchises 749 restaurants across 44 states.
Contact Mark Brandau at [email protected].