MINNEAPOLIS: Restaurant chain Buffalo Wild Wings is using social media to reach consumers and events to inform employees about its logo change.
The company, which has nearly 8 million fans on Facebook, has received more than 4,500 “likes” on a post about the new logo since July 11.
Externally, Fleishman-Hillard, the company's PR agency partner for nearly four years, is engaging consumers on social media and reaching out to print, online, and broadcast media outlets.
“Social media is so important for us,” said Kathy Benning, EVP of global marketing and brand development at Buffalo Wild Wings. “We use the blogs within our brand and we're going to roll out the logo with our Fantasy Football team.”
She added that “many” shareholders and stakeholders called the company on the day the logo was unveiled, expressing “confidence and excitement” about how the symbol has evolved.
The new logo is sportier, leaner, and more “versatile” than before, and was designed to appeal to a broader array of the restaurant's guests, said Benning.
“A logo provides such a strong foundation for a brand. Like all brands, we want to stay modern, fresh, and relevant,” she explained.
Buffalo Wild Wings is also developing an internal communications plan and training restaurant management, said Benning. The company is holding a “brand unveiling summit” with employees at its Minneapolis headquarters on Monday.
Benning said the event is an “easy way to integrate excitement” among the brand's staff members, who will soon receive business cards with the updated logo.
The company also plans to launch a redesigned website in 30 to 60 days. The portal will be “bold and vibrant” and will focus on wings, beer, sports, and consumer interaction, she added.
Buffalo Wild Wings will also redesign its restaurants in the next year to make them look more like stadiums. The company also plans to expand internationally by 2014.