Buffalo Wild Wings: B-Dubs – Jewel Stool

Buffalo Wild Wings, a restaurant company, promoted itself as an authentic sports bar by designing custom barstools for vasectomy patients to recover in during the March Madness basketball event in the US.

Background + Challenge

Buffalo Wild Wings was once known as a great American sports bar, but over the years they became tame and domesticated. They turned into just another generic chain restaurant that catered to families instead of hardcore sports fans, and because of that they faced multiple years of sales decline leading up to March 2019.

Not only had the brand lost its way, but so had sports fans. They were leaving sports bars in droves, opting to watch the game at home instead. The most epic cheers became text messages to friends, and commercial breaks were used to...

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