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Buffalo Wild Wings taps hotel exec for new CMO role

Seth Freeman, formerly of InterContinental Hotels, will lead advertising and culinary efforts

Seth Freeman has been appointed to the newly created position of chief marketing officer of Buffalo Wild Wings, parent company Inspire Brands said Monday.

In that role, Freeman will lead culinary, advertising and digital efforts as well as “brand experience,” Inspire said in a press release.

Freeman (left) previously worked for InterContinental Hotels Group, where he held senior marketing positions for the Holiday Inn and Holiday Inn Express brands. Prior to that he worked for The Coca-Cola Company as senior brand manager for Gold Peak Tea. He also worked with NASCAR and FIFA World Cup on sponsorship integrations with Coke.

Inspire Brands, which is majority-owned by Atlanta-based Roark Capital Group, is comprised of quick-service chain Arby’s, casual-dining Buffalo Wild Wings and a fast-casual concept called R Taco. The company was formed earlier this year when Arby’s purchased Buffalo Wild Wings, which already owned R Taco.

Since then, Buffalo Wild Wings has introduced seasonal limited-time offers including a cod sandwich and sweet-spicy shrimp for Lent and barbecue specials for the summer, including a barbecue chicken sandwich and two seasonal wing sauces: salted caramel barbecue and Korean barbecue.

Earlier this month, the chain said it was looking to enter the sports betting market in the wake of a Supreme Court decision that could make it legal in more markets.

Buffalo Wild Wings has around 1,200 locations.

Contact Bret Thorn at [email protected]

Follow him on Twitter: @foodwriterdiary

 Aug. 28, 2018: This story has been updated to clarify Roark Capital Group's relationship with Inspire Brands.

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