THE
T H E M A G A Z I N E O F F R A N C H I S E B U S I N E S S S E R V I C E S | 2024 ISSUE 3
Building QSRs on
Customer Experiences
Leveraging Value:
The Strategic Impact of Promotions
at Buffalo Wild Wings®
PAGE 18
PAGE 20
TABLE OF CONTENTS
FBS Board of Directors
Roz Mallet
Chairman
Ed Lynn
Wray Hutchinson
Chairman Emeritus
Jenny Beaudoin
Director
Brian Carmody
Director
Steve Grube
Director
Mark Jones
Director
Jack Litman
Director
Bobby Pancake
Director
Larry Podlogar
Director
Chris Olexa
Director
Christy Williams
Executive Director
FBS Editorial Board
Rachel Jackson
Editor-in-Chief
rachelj@myfbsonline.org
Tyler Ryan
Communications Editor
tylerr@myfbsonline.org
Advertising Sales
Jeff Reynolds
Director of Business Partner Relations
jeffr@myfbsonline.org
678-797-5163
Design and Layout
Kristen Thomas
KT Graphic Design
ktgraphicdesign@gmail.com
Headquarters
1701 Barrett Lakes Blvd. NW
Suite 180
Kennesaw, GA 30144
Phone: 678-797-5161
Fax: 678-797-5171
Franchise Business Services publishes The SCORE.
Any reproduction, in whole or in part, of the
contents of this publication is prohibited without
prior written consent of Franchise Business
Services. All Rights Reserved.
In keeping with our commitment to the
environment, this publication is printed
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paper using eco-friendly inks.
Copyright© 2024
Printed in the U.S.A.
www.myfbsonline.org
ON THE COVER
In order to enter the last half of the year feeling poised for
success, franchisees should consider new ways to ensure
they’re creating lasting connections between their busi-
nesses and their customers. To learn how BWW® franchi-
sees can build stronger foundations in their locations by
prioritizing customers’ experiences, turn to page 18. Find
out how menu promotions can be leveraged to potentially
improve brand performance and boost foot traffic and
sales in BWW businesses by turning to page 20.
COLUMNS
2
Chairman’s Column
DEPARTMENTS
4
FBS Member News
8
Franchisee Spotlight: Matt Benne
9
Calendar of Events
12
History Behind the Industry
13 One Topic: 10 Facts
14
Look, Listen, Read
16 Congressional Spotlight: Chuck Edwards (R-NC-11)
FEATURES
18 Building QSRs on Customer Experiences
by Tyler Ryan, FBS communications editor
20 Leveraging Value: The Strategic Impact of Promotions at Buffalo
Wild Wings®
by Jared Johnsen
23 Team Up For Kids
contributed by the Buffalo Wild Wings FoundationSM
24 DOL Ruling on Salary Thresholds Explained
contributed by Mize CPAs
26 Form 1-9: A Ticking Time Bomb
by Douglas H. Duerr, Elarbee, Thompson, Sapp & Wilson LLP
28 Maintaining Your Buffalo Wild Wings® Property
contributed by Lockton Cos.
30 Elements of the Entrepreneurial Mindset Series: Element No. 6: You
Are in a Relationship Business
by Dan Coughlin, The Coughlin Co.
32 How Little Wows Add Up To a Big Sale
by Danny Snow, Snow & Associates Inc.
34 The Direction Correction Badge
by David Allen, Getting Things Done
DIRECTORIES
10 Associate Member Listing
36 Advertisers Guide and Editorial Calendar
2024 Issue 3
2024 Issue 3
|
THESCORE
he Franchise Business Services
(FBS) community kicked of
this summer with the 20th FBS
Annual Summit, which I believe gave
us all a renewed energy and sense of
dedication to our businesses that has
accompanied us through these past
few months and years. As chairman,
I ask that you all keep this energy
and commitment to our franchise
community through the remainder of
the year as we begin planning for 2025.
FBS aims to remain a guiding force,
continuing to advocate for your needs
and success as Bufalo Wild Wings®
franchisees.
Tis issue of Te SCORE celebrates
our businesses and the recent accom-
plishments of franchisees across the
BWW® system, all while acknowledging
the fact that success in this industry is
not always going to be as easily obtained
as we might hope. Te years following
the COVID-19 pandemic have been
notably difcult for businesses rooted
in hospitality, human connection and
challenging economics. Te further we
get from the pandemic, the more we
learn how we can keep our businesses
operating consistently amidst an array
of challenges, including those we can’t
always see coming.
As you read through the pages of
this SCORE edition, which continues to
be published with franchisees’ current
needs in mind, I hope that you fnd not
only new tools for bettering your BWW
businesses but also new inspiration
for the direction you’d like to see your
leadership take in the coming months.
Take time to consider new elements
you can introduce to your businesses
to improve the everyday experiences of
your customers and your staf — and, of
course, yourselves!
Te FBS Board of Directors
will continue to work on improving
communication within our organization
and keeping you all updated on our
work with Bufalo Wild Wings brand
leadership to ensure a future of stability,
growth and prosperity for the businesses
we have built. Remember that FBS
is here for your beneft, and that
Te SCORE is one avenue of many
through which we can all connect and
support one another. Let’s move into the
fall season with an even better under-
standing of ourselves and our goals.
Sincerely,
Roz Mallet
Roz Mallet
FBS Chairman
Letter From the Chairman
As the summer comes to a
close and we usher in football
season, it’s my hope that this
letter finds you all in a time of
success and fulfillment.
The further we get from the
pandemic, the more we learn how
we can keep our businesses oper-
ating consistently amidst an array
of challenges, including those we
can’t always see coming.
2024 Issue 3
|
THESCORE
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n May 18, Bufalo Wild Wings® in Watchung, New Jersey,
owned and operated by Bipin Patel of the AMPAL Group,
proudly participated in the Watchung Borough Community Day
Picnic, an event flled with family-friendly activities including
bouncy houses, free food, popcorn, face painting and more.
Positioned strategically near the food station, BWW® Watchung
engaged attendees with interactive activities and promotions,
creating a memorable experience for all.
At the event, BWW Watchung utilized its signature coupon
wheel and cornhole boards to attract and entertain guests.
Despite the availability of free food at the picnic, attendees
enthusiastically embraced the coupons provided by BWW
Watchung, recognizing their value extending until December.
Te community day picnic provided an excellent opportu-
nity for BWW Watchung to connect with locals and showcase its
commitment to community engagement and support. S
Buffalo Wild Wings® Watchung Delights Community
at Watchung Borough Community Day Picnic
BWW® Watchung engaged
attendees with interactive activi-
ties and promotions, creating a
memorable experience for all.
Community members enjoy the Watchung Borough Community Day
Picnic.
THESCORE |
2024 Issue 3
MEMBER NEWS
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n June 18, Bufalo Wild Wings® in Parsippany, New Jersey,
owned and operated by Bipin Patel of the AMPAL Group,
successfully connected with over 500 local community members
at a recent event, reafrming its commitment to supporting and
engaging with the Parsippany community. Te event provided
an exciting platform for BWW® Parsippany to interact with
attendees of all ages, showcasing its dedication to family-friendly
experiences and community involvement.
"It was wonderful to see families enjoying themselves and
connecting with local frst responders and businesses," said the
local marketing coordinator at BWW Parsippany. “I was also
given some great ideas for watch parties from the community
and look forward to setting those up for them next year.”
At the event, BWW Parsippany set up a dynamic table right
in front of the band featuring interactive activities such as a spin-
to-win wheel where kids could win free coupons and branded
mini basketballs.
In addition to engaging with families, BWW Parsippany
seized the opportunity to connect with local frst responders
and other community organizations present at the event.
Contact information was exchanged for potential sponsorships,
fundraisers and community outreach initiatives, further
solidifying BWW Parsippany's commitment to being a valuable
community partner. S
Buffalo Wild Wings® Parsippany Engages
Over 500 Local Community Members at Event
BWW Parsippany’s dynamic table and spin-to-win wheel.
2024 Issue 3
|
THESCORE
n April, Chris Olexa and Justin Smith, founder/CEO and
COO of Bufalo Wild Wings ® franchise Aspire2B Hospitality,
respectively, were featured guests on "57 Minutes of Business
Tactics & Lessons," an episode of Podcast With Friends, hosted
by businessman, public speaker and Internet personality Gary
Vaynerchuk (also known publicly as Gary Vee). After frst having
Gary Vee appear virtually on Aspire2B's own podcast, Olexa
and Smith were extended an invitation to appear on Podcast
With Friends alongside fellow business owners Vinay Menda and
Devon Levesque.
Before recording the episode, Olexa had the opportunity
to chat one-on-one with Gary Vee regarding their experiences as
entrepreneurs and the importance of time management and staying
engaged in the day-to-day operations of their businesses. "It made
me realize that even someone as successful as Gary Vee shares the
same drive and passion for hard work, just like I do," said Olexa.
Troughout the episode, Olexa and Smith both shared their
journeys to their current endeavors on the Aspire2B team, as
well as how their own mindsets and life experiences drive their
commitment to their businesses. Aspire2B, Olexa explained,
started with him and his wife Kim and has expanded into a dedi-
cated team operating 17 stores across the country and aiming to
open 20 more. Te company produces its own podcast, People
Bring Proft: Into the Storm of Hospitality, in which Chris and
Kim Olexa and Justin Smith share inspirational stories and
industry-tested practices to encourage more people to take on
their goals to thrive in the hospitality industry.
"Years ago, after we rebranded my company to Aspire2B
and increased our social media presence, I started receiving
numerous requests for one-on-one time. Tese ranged from a
high school student seeking business advice to a seasoned busi-
ness owner wanting tips on growth and scaling. I’ve also received
questions about how to be a better father and husband while
running a business. Given the volume of requests and my desire
to share my story, I decided to launch a podcast," Olexa said
about the decision to take his stories and ideas on-the-air. "It’s
been an incredibly fun and rewarding experience. We’ve received
fantastic feedback from listeners, and it has opened new oppor-
tunities for us. As a small mom-and-pop, husband-and-wife
company compared to larger corporations, we needed ways to
stand out. Te podcast has opened doors in fnance, real estate,
and other business areas. It has also helped with hiring, allowing
our managers and team members to see us up close, understand
our mindset and connect with us personally."
Trough their own podcast, as well as future opportunities
to speak publicly and share their stories as they were able to on
Podcast With Friends, the Aspire2B team remains inspired to help
as many people as they can and make a lasting impact on the
hospitality industry. S
MEMBER NEWS
YOUR NATIONAL SIGNAGE PARTNER
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Aspire2B Hospitality CEO Chris Olexa and COO Justin
Smith Appear on Gary Vee’s Podcast With Friends
Aspire2B leadership joins an episode of Podcast With Friends. From
left to right: Chris Olexa, Justin Smith, Vinay Menda, Gary Vee,
Devon Levesque.
“Given the volume of requests
and my desire to share my story,
I decided to launch a podcast.”
– Chris Olexa,
Founder/CEO of Aspire2B Hospitality
THESCORE |
2024 Issue 3
MEMBER NEWS
his year, Bufalo Wild Wings® franchise High 5 Hospitality
(H5H), which includes nine locations across Maryland and
Delaware owned by Bobby Pancake and Steve Wheat, took
advantage of the opportunity to give back to several charities
of their choice for each of their BWW® locations through
the Bufalo Wild Wings Foundation’sSM Double Your Impact
Campaign. High 5 Hospitality donated to diferent organizations
that help their local communities in a myriad of ways, and the
Bufalo Wild Wings FoundationSM matched those donations. Trough
the campaign, High 5 Hospitality was able to ofer the following:
• $1,000 to the Delaware State Police Museum, which was
built for and dedicated to the preservation of the history of
the Delaware State Police. Te museum's mission is to provide
an educational experience that supports an understanding of
the role of Criminal Justice Agencies in a society that is
governed by the rule of law.
• $1,000 to the Strive for Five Foundation, which carries on
the legacy of Harford County, Maryland, business owner
Diane Mahafey’s philanthropic good deeds. Te foundation
raises money through community fundraising events to make
grants and contributions to allow volunteers to have hands-on
participation throughout Harford County.
• $1,000 to Our Daily Bread, whose mission is to feed
low-income families, individuals, children and the elderly of
Middletown, Odessa and Townsend communities with
nutritious meals in a safe environment.
• $1,000 to Bikers Without Borders, which is comprised of
men and women, motorcycle riders and non-riders, who
believe that giving back to their community through various
charitable opportunities is their civic duty.
• $1,000 to the Milford Boys and Girls Club and $3,000 to the
Greater Newark Boys and Girls Club, whose mission is to enable
all young people to reach their full potential as productive,
caring and responsible citizens by providing a world-class Club
Experience that ensures every member is on track to graduate
from high school with a strong character and healthy lifestyle.
• $7,000 ($6,000 raised through Team Up For Kids and $1,000
through Double Your Impact) to the Sussex Consortium,
whose work program helps students with disabilities to become
self-sufcient employees from age 14 to 21, at which time they
graduate from the program. BWW Rehoboth has been a proud
partner of the program for over ten years.
High 5 Hospitality, along with its mission to create dining
experiences worth celebrating and that demand loyalty, aims
to continue showing up for the members of the communities
around its locations. With programs like Team Up For Kids and
Double Your Impact, BWW franchisees across the country will
have ample opportunity to aim for those same goals. S
High 5 Hospitality Supports Community Organizations
Through the Double Your Impact Campaign
The Sussex Consortium in Sussex, Delaware, receives a $7,000
donation from High 5 Hospitality through the BWW Foundation’s℠
Double Your Impact campaign.
The Greater Newark Boys and Girls Club in Bear, Delaware, receives a
$3,000 donation.
2024 Issue 3
|
THESCORE
How did you and your partner(s)
meet?
I was born knowing most of them!
My father, brother and aunt were clearly
a big part of my entire life, while my
father’s childhood best friend has been
around long enough that I couldn’t tell
you the frst time I met him.
What drew you to the brand?
As a college student in 2002, it was a
great place to get some cheap wings and
watch the game!
What is your favorite thing about
the brand?
Te environment it creates when
you are in the restaurant for a big game.
Tere’s nothing like the restaurant being
packed, your team members operating
at a high level and the guests exploding
when their team has a big play.
What other concepts do you own?
I sold all other restaurant concepts.
Investments currently include First
American Title Co, MISSION Boat Gear,
commercial and residential real estate and
other private equity investments.
What are your current top three
business goals?
• Help give current team members the
tools they need to succeed and thrive
in a continually changing labor
market.
• Build relationships to open the door
to new business opportunities.
• Continue to diversify investments.
Describe your best recent business
decision:
Turning down an opportunity to
buy an operating business with good
fnancials.
What is the best business advice
you have received?
Never sell land unless there’s a plan in
place to utilize those funds to earn more.
Describe the biggest industry
change since you started:
Lack of labor has afected everything,
from our ability to staf our restaurants to
the costs associated with operating them.
Describe your current biggest
challenge as a franchisee:
Staying in front of the ever-changing
labor market.
What is your favorite BWW wing
sauce? Asian Zing.
If I weren’t a franchisee, I would be …
Looking for the next best invest-
ment. S
FRANCHISEE SPOTLIGHT
Matt
Matt
Benne
Benne
Year Became a BWW®
Franchisee: 2005
Total Number of BWW
Locations: 1
Total Number of Employees: 52
BDUBS, LLC