Buffalo Wild Wings wants to be where its customers are and create meaningful, authentic, and immersive customer experiences. Many patrons of Buffalo Wild Wings are connected to the brand digitally and show their customer loyalty in that fashion.
As a result, Buffalo Wild Wings launched iHeartRadio’s first branded radio station, ‘B-Dubs Radio Powered by Wings, Beer and Sports.’ The streaming radio station features contemporary hits blended with exclusive sports content–such as weekly commentary from sportscaster and radio personality Dan Patrick–as well as the week’s top sports match-ups, key rivalries, trivia, and more.
Owned by iHeartMedia, iHeartRadio is a free, all-in-one digital radio and music streaming service that recommends music and aggregates radio content across more than 1,000 stations, and allows users to create personalized custom stations and like/dislike songs. Listeners can log in online, on mobile and tablets, in their cars, and on connected devices including TV’s and gaming consoles.
B-Dubs Radio joins Buffalo Wild Wings’ suite of in-restaurant and outside entertainment platforms such as B-Dubs TV and tableside tablets that help create the ultimate social experience for customers.
Founded in 1982, Buffalo Wild Wings specializes in 21 mouth-watering signature sauces and seasonings with flavor sensations ranging from Sweet BBQ™ to Blazin’. There are currently more than 1,045 Buffalo Wild Wings locations in the United States, Canada, and Mexico.
Bob Ruhland, VP of Marketing for Buffalo Wild Wings, participated in an engaging interview with Loyalty360 to talk about the recent launch.
What factors prompted the launch of iHeart radio (B-Dubs Radio) and how do you hope it will impact customer engagement/customer experience?
Buffalo Wild Wings wanted to create an owned platform for our guests that combines their two core passions–music and sports. We want to be where our guests consume entertainment, and radio has always been part of our media mix. We also know that our target audience relies heavily on mobile, more so than ever. They’re checking their sports scores, social updates and reviews, and are likely to access B-Dubs Radio via their smartphones as well, where they’ll find our unique blend of sports content and music, 
along with reminders about all the specials and fan-centric activities they’ll find in-restaurant. This station allows us a platform to provide content and information to our guests.
How does BWW engage customers across social media to create brand loyalty?
Buffalo Wild Wings engages with consumers in many ways outside the restaurant, including social media channels, GameBreak app, advertising and our iHeart radio station. This allows us to engage our guests outside the restaurant, keeping Buffalo Wild Wings top of mind by giving people the perfect mix of sports, music and content through our different channels. iHeart offers a blend of commentary, sports highlights, music, and trivia is unique to B-Dubs and is a part of the ultimate social experience that keeps fans engaged and coming back to their local Buffalo Wild Wings restaurant to enjoy that next big game with friends and family.
Was customer feedback a factor and, if so, in what way?
Research shows that people are now streaming their music. Our internal research showed us the music is a huge part of our guests’ passions. Obviously, we want to be where are guests are to engage with them in different ways.
How will it actually work for customers who listen?
Guests can assess our iHeart radio station online through their desktop, mobile, and through the iHeart mobile app.
What does Customer Experience mean to Buffalo Wild Wings?
Our guest experience is very important to Buffalo Wild Wings. By providing authentic, immersive, and unique experiences, we believe our guests will stay longer in our restaurants, visit more often, and engage with our brand online in ways that they haven’t before.