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 | 2025 ISSUE 4
FBS takes on the City
of Lights for the 2026
FBS Annual Summit
PAGE 12
PAGE 20
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2025 Issue 4
TABLE OF CONTENTS
FBS Board of Directors
Roz Mallet
Chair
Jenny Beaudoin
Vice Chair
Bobby Pancake
Secretary/Treasurer
Wray Hutchinson
Chairman Emeritus
Brian Carmody
Director
Steve Grube
Director
Mark Jones
Director
Jake Litman
Director
Martti Matheson
Director
Chris Olexa
Director
Larry Podlogar
Director
Christy Williams
Executive Director
FBS Editorial Board
Rachel Jackson
Editor-in-Chief
rachelj@myfbsonline.org
Kylie Rowe
Communications Editor
kylier@myfbsonline.org
Advertising Sales
FBS Advertising Team
advertising@myfbsonline.org
678-797-5160
Design and Layout
Kristen Thomas
KT Graphic Design
kthomas@kt-graphicdesign.com
Headquarters
1701 Barrett Lakes Blvd. NW
Suite 180
Kennesaw, GA 30144
Phone: 678-797-5160
Fax: 678-797-5170
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
on certified, environmentally-friendly recycled
paper using eco-friendly inks.
Copyright© 2025
Printed in the U.S.A.
www.myfbsonline.org
ON THE COVER
As sports streaming splinters across costly platforms,
this issue makes the case for bringing fans back to
what sports bars have always done best: live games,
shared energy and real community. By leaning into
local programming, smart licensing and active
promotion, franchisees can reclaim their role as the
go-to “third place” for fans craving connection —
and wings — on game day. Read more on page 20.
COLUMNS
2
Chair’s Column
DEPARTMENTS
4
FBS Member News
7 History Behind the Industry
8
Look, Listen, Read
10 Congressional Spotlight: Ben Cline (R-VA-6)
11 One Topic: 10 Facts
FEATURES
12 What Happens in Vegas Builds the Future of FBS
14 A Year of Giving: A Year of Community Wins
Contributed by the Buffalo Wild Wings™ Foundation
16 Building Community through Brand Partnerships, Social Media
and Events
by Kylie Rowe, FBS communications editor
20 Bring Back Watching Sports at a Sports Bar
by Kylie Rowe, FBS communications editor
24 4 Brilliant Customer Examples To Copy Today
by Danny Snow, Snow & Associates Co.
26 So, What Exactly Is Customer Loyalty Today?
by Annette Franz, CX Journey Inc.
28 Mindsetting: The Active Management of Building an
Unstoppable Mindset
by Alden Mills, Be Unstoppable®
30 The Difference Between Trust and Reputation
by Shep Hyken, Shepard Presentations
DIRECTORIES
6
Associate Member Listing
32 Advertisers Guide and Editorial Calendar
2025 Issue 4
|
THESCORE
Letter From the Chair
I
am looking toward 2026 as a year
to expand the knowledge we shared
in 2025 and continue our efforts to
improve the profitability of our businesses.
This holiday season served as a
reminder to be thankful for the successes
of the past year while preparing to
continue to grow in the new year. From
the 2025 Annual Summit to a random
Tuesday at BWW®, Franchise Business
Services (FBS) continues to strengthen our
connections as business owners.
2025 was a year full of challenging
world events and circumstances that each
one of us needed to overcome. However,
with the strong, committed BWW
community around us, I am confident
that we will continue to improve on the
components of our business that we can
impact and control.
As I have stated before, I remain
committed to providing an open channel
of communication between the FBS
Board of Directors and members. Having
this open communication is a vital part
of creating the kind of network that is
necessary for our individual growth.
In this edition of SCORE, you
should find not only news from the last
year, but also new ideas from your fellow
FBS members and insight into how to
connect with our community.
Our sports bars are ultimately meant
to be a place of gathering where our guests
can see old friends, watch the game and
enjoy a plate or three of wings. In 2026,
look for ways of building the experience
side of our business for each guest.
Think of this issue of SCORE as a
renewal of the energy that we created in
May of 2025 that can propel you into this
new year.
While looking forward to 2026, my
hope is that we carry on this determina-
tion and commitment to be the best we
have ever been and grow a community in
our restaurants and with each other.
I am excited to see you all again in
April at the Paris Hotel in Las Vegas for
the 2026 FBS Annual Summit, where we
can again come together to create lasting
bonds of support and familiarity in our
organization.
Here’s looking to another wonderful
year!
Sincerely,
Roz Mallet
Roz Mallet
FBS Chair
I am excited to see
you all again in April
at the Paris Hotel
in Las Vegas for the
2026 FBS Annual
Summit!
2025 Issue 4
|
THESCORE
MEMBER NEWS
n 2025, the Buffalo Wild Wings® located in Gilbert, Arizona,
participated in the Taste of Gilbert event, which took place at
the DoubleTree Hotel, for the 17th year in a row.
AZ Wings Management’s participation in this event is
traditional. There are restaurants on every corner in Gilbert,
but BWW® is the only restaurant that has participated for 17
years in a row. The most recent Taste of Gilbert was especially
memorable because of team member Zach Nesius, the lead
kitchen cook in Gilbert.
Zach is a kind, self-proclaimed introvert who was not sure
he would enjoy all of the in-person interaction he was in for at
the Taste of Gilbert event. However, after about a half hour of
serving, Nesius had come out of his cocoon and was grinning
wide as attendees lined up to taste the Honey Garlic and
Brown Sugar Heat wings. At the event, AZ Wings also passed
out $5 coupons as an invitation to return and try these sauces
again.
The AZ Wings station had the longest line of the entire
event, with attendees wanting to try both flavors that were
offered. Zach then had the opportunity to sample other local
restaurants’ food as well.
Owner Gayle Schmidt said she believes this event brought
out the best in Zach. The town of Gilbert even gave him a
specially made apron to show its appreciation. He went on stage
to receive this gift as well.
Though this is one of many community services that AZ
Wings participates in, it is one of Gayle and Bill Schmidt’s
favorites, especially when they were able to watch Nesius gain “a
whole new confidence in himself,” as Gayle Schmidt said.
Events like Taste of Gilbert provide more than an opportu-
nity to showcase menu offerings; they strengthen the connection
between local businesses and the communities they serve.
By participating year after year, AZ Wings Management
reinforces its commitment to being an active and engaged
community partner. These events also create meaningful
experiences for team members, allowing them to step outside of
their daily roles and interact directly with guests in a positive,
high-energy setting.
For many employees, including Zach, the experience fosters
personal growth, confidence and pride, while leaving a lasting
impression on attendees and fellow community members alike.
On the way back after the event, Nesius continuously
thanked Schmidt for taking him and talked about how much
fun he had. That evening, the Schmidts were able to make a
life-changing impact on Zach by giving him the opportunity to
make a lasting impression on their community. S
AZ Wings Management’s Lead Cook Leaves
Lasting Impression at Taste of Gilbert
Gilbert’s lead kitchen cook, Zach Nesius, running BWW booth at
the Gilbert, AZ event.
AZ Wings 17th year participating in the Taste of Gilbert.
The AZ Wings station had the
longest line of the entire event,
with attendees wanting to try both
flavors that were offered.
THESCORE |
2025 Issue 4
MEMBER NEWS
orld Wide Wings (WWW) holds an annual fundraiser
for Make-A-Wish beneficiaries and their families in the
Pacific Northwest area. They also host lunches for these fami-
lies, and World Wide Wings has held this event for 17 years,
continuing to see success due to the dedication and hard work
of managers and team members who support this important
cause each year.
Last year, they raised more than $45,000 in guest dona-
tions — the highest total in the history of the campaign. This
success is a direct reflection of the dedication, passion and hard
work shown by managers and team members throughout the
sports bars.
Each year, one location consistently stands out: the Hazel
Dell sports bar. Led by General Manager Luis Arellano, the
entire team continues to set the standard. Team members Jaidyn
McMillan and Caitlynn McKay go above and beyond to drive
donations. The event also receives support from former Major
League Baseball pitcher Randy Myers, who has been a generous
contributor year after year.
Last year, Hazel Dell raised more than $13,000, playing a
key role in helping achieve the best year ever. This year, with
21 days still remaining in the campaign, Hazel Dell has already
surpassed $9,200 and is leading the Pacific Northwest toward
another record-breaking year. As of now, the campaign has
already exceeded the $40,000 mark.
None of this would be possible without the dedication of
all the amazing teams across the PNW. S
World Wide Wings Hosts Make-A-Wish
Campaign for 17th Year in a Row
World Wide Wings holds annual Make-a-Wish campaign fundraiser.
2025 Issue 4
|
THESCORE
COMPANY
LEVEL
CONTACT
PHONE
Alliant
Partner
Member Services
memberservices@elevanta.com
678-797-5160
Aprio, formerly Mize CPAs
Partner
Stacy Randel
stacy.randel@aprio.com
800-234-5573
Elevanta Health
Partner
Ben Bittner
memberservices@elevanta.com
678-797-5160
Green Dot Corp./rapid!
Partner
Steve McDonald
smcdonald@rapidpaycard.com
503-206-5144
Hall Financial Advisors
Partner
Brennan McKean
bmckean@hallfa.com
866-865-4442
PepsiCo Foodservice
Diamond
Marc Wolfson
marc.wolfson@pepsico.com
904-588-5401
Sazerac
Emerald
Candida Banti
cbanti@sazerac.com
415-302-0202
NCR Corp.
Emerald
Marianna Narinyants
marianna.narinyants@ncrvoyix.com
770-299-6676
Ecolab
Sapphire
Paul Martin
paul.martin@ecolab.com
601-383-8338
McLane Co. Inc.
Sapphire
Neill Flood
neill.flood@mclanefs.com
817-403-5283
Stafford-Smith Inc.
Sapphire
Don Smith
dsmith@staffordsmith.com
214-770-7577
Budderfly
Pearl
Chris Allen
chris.allen@budderfly.com
361-765-8881
EverPass Media
Pearl
Matthew Murlas
mmurlas@everpass.com
888-726-1391
Global Payments
Pearl
Phillip Durrance
phillip.durrance@globalpay.com
706-325-8428
Instant Financial
Pearl
Doug Denny
doug.denny@instant.co
689-777-8150
Sierra Nevada Brewing Co.
Pearl
Bobby Clark
robert.clark@sierranevada.com
678-938-9022
The Wasserstrom Co.
Pearl
Matt Brown
mattbrown@wasserstrom.com
614-737-8314
Alliance HCM
Assoc. Mbr.
Jennifer Gordon
jgordon@alliancehcm.com
281-418-7351
American Beverage Marketers
Assoc. Mbr.
Beth Borkosky
bborkosky@abmcocktails.com
601-383-8338
Anheuser-Busch
Assoc. Mbr.
William Poole
william.poolejr@anheuser-busch.com
919-815-3927
AVDI
Assoc. Mbr.
Sean McGoff
sean.mcgoff@avdiusa.com
260-797-3707
AVSi
Assoc. Mbr.
Briten Gilbertson
bgilbertson@goavsi.com
952-999-4500 X: 100
Bixolon
Assoc. Mbr.
Ann Klein
aklein@bixolonusa.com
651-270-0700
Boston Beer Co.
Assoc. Mbr.
Gary Fragle
gary.fragle@bostonbeer.com
770-402-9850
Cavendish Farms
Assoc. Mbr.
Kevin Ledford
ledford.kevin@cavendishfarms.com
770-855-.7309
C&T Design and Equipment
Assoc. Mbr.
James Bales
jbales@c-tdesign.com
317-654-3721
Diageo Beer Co.
Assoc. Mbr.
Allen Roosa
allen.roosa@diageo.com
407-739-0140
DRAS Cases
Assoc. Mbr.
Josh Flattum
josh@drascases.com
507-402-4812
Federal Heath
Assoc. Mbr.
Boyd Hippenstiel
bhippenstiel@federalheath.com
813-244-5854
Ghost Tequila
Assoc. Mbr.
Alex Carregal
alex@ghosttequila.com
781-443-4628
Heineken USA
Assoc. Mbr.
Chuck Mathison
cmathison@heinekenusa.com
770-377-6959
Henny Penny
Assoc. Mbr.
Josh Frank
jfrank@hennypenny.com
937-564-8597
LG Electronics
Assoc. Mbr.
David Boerlin
david.boerlin@lge.com
760-415-7797
Mahoney Environmental Services
Assoc. Mbr.
James Fisher
info@mahoneyes.com
800-892-9392
Mark Anthony Brands/White Claw
Assoc. Mbr.
Katie Kirkhoff
llieder@shiftplatform.tv
517-449-0876
Markon
Assoc. Mbr.
Carsen Beckwith
carsenb@markon.com
831-775-1481
Molson Coors
Assoc. Mbr.
Stephanie Mitchell
stephanie.mitchell@molsoncoors.com
816-289-1786
National Corporate Accounts (NCA)
Assoc. Mbr.
Chris Witts
cwitts@ncaconsultants.com
727-530-0078
National Distribution Alliance
Assoc. Mbr.
Matt Harvey
harvey@ndaunipro.com
678-476-5361
New Belgium Brewing/Bell’s Brewery
Assoc. Mbr.
Kari Gladney
kgladney@newbelgium.com
419-280-6015
Ole Smoky Distillery/Tanteo Spirits
Assoc. Mbr.
Holly Parsons
hparsons@osdistillery.com
615-945-2497
One More Time
Assoc. Mbr.
Alex Alvarez
aalvarez@onemoretimeinc.com
323-839-8541
Open Table
Assoc. Mbr.
Jake Nichols
jnichols@opentable.com
512-960-9009
Plymold
Assoc. Mbr.
Judy Ryan
jryan@plymold.com
507-789-8337
Red Bull North America
Assoc. Mbr.
Yamila Riquelme
yamila.riquelme@redbull.com
917-544-2837
Remy-Cointreau
Assoc. Mbr.
Ben Lorimer
benlormier@remy-cointreau.com
214-929-3441
Restaurant365
Assoc. Mbr.
Lisa Rodkey
lrodkey@restaurant365.com
717-269-0192
SCI
Assoc. Mbr.
Ken Hibben
khibben@scicustom.com
815-483-2253
Shift
Assoc. Mbr.
Laura Lieder
llieder@shiftplatform.tv
517-449-0876
The Middleby Corp.
Assoc. Mbr.
Mark McCabe
mmccabe@pitco.com
603-496-2108
TouchTunes
Assoc. Mbr.
Nikki Hendricks
nhendricks@touchtunes.com
Nikki Hendricks
Trane US Inc.
Assoc. Mbr.
Jonathan Ralys
jonathan.ralys@trane.com
508-981-3731
Upside
Assoc. Mbr.
Emmy Sanders
scott.whitmer@upside.com
303-995-0088
Wathco
Assoc. Mbr.
Jason Walder
jasonw@wathco.com
678-898-4769
Welbilt
Assoc. Mbr.
Jeremy Strege
jeremy.strege@welbilt.com
727-946-3363
Wintrust Franchise Finance
Assoc. Mbr.
Sean M. Willison
swillison@wintrust.com
847-295-4272
Workstream Technologies Inc.
Assoc. Mbr.
Nick Walters
nick@workstream.is
732-429-9946
WyreStorm Technologies ProAV Corp.
Assoc. Mbr.
Jim Reinhardt
jim.reinhardt@wyrestorm.com
631-901-9709
Support the Vendors
THAT SUPPORT YOUR ASSOCIATION
THESCORE |
2025 Issue 4
2025 Issue 4
|
THESCORE
ook, Listen, Read is a quarterly compilation of some of the most highly rated and reviewed apps, podcasts, books, websites and
other resources. FBS does not support or endorse the use of these tools, which merely serve as a guide to exploring a new level of
knowledge and productivity for your business.
L O O K
L I S T E N
R E A D
Laura Rolfe’s Powered
by Franchising podcast
breaks down successful
business ownership by utilizing the
franchise model, how to work for yourself
and not by yourself and to create financial
freedom with the power to change people’s lives.
RescueTime is a time management tool
designed to help users understand their habits
to become more productive. This app is ideal
for business owners who want to streamline their work habits and
improve their focus.
How you use your free time
will make or break your
success. It is not about
working harder or finding more time to do work.
In Dan Martell’s “Buy Back Your Time” he
teaches entrepreneurs at every level how to scale
their business, fast, while avoiding burnout.
Later is a social
media manage-
ment tool
designed for scheduling visual content through a drag-and-drop
calendar and offers analytics to track your posts’ performance.
THESCORE |
2025 Issue 4
Learn about our
innovative solutions to
maximize productivity
and profitability
1 For full methodology of time-savings calculations visit Ecolab.com/restaurantshow
2024 Ecolab USA Inc. All rights reserved.
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Advancing clean to protect our customer’s brand
and profitability through best-in-class innovation
in chemistry, information and automation.
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Scan Here
to connect with
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Stream Premium
Live Spors & Promote
with EverPass
Catch every moment of the action,
bringing the biggest leagues and
events to your screens.
When the game’s on, the atmosphere
is unmatched. When it’s off,
your brand and promotions take
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Visit everpass.com
to learn more
Small Business Rundown,
presented by the NFIB, brings
on experts to discuss and
analyze current issues that directly affect small
businesses across the nation.
When it comes to practical matters,
“Measure What Matters” is your guide.
Author John Dorr explores the power of
setting tangible goals and establishing your objectives and key
results to measure success.
Jack and Jill Johnson are
two of the most
experienced franchise
experts in the industry, and their
podcast, The Franchise Insiders, is
a must-listen for anyone considering
investing in a franchise.
An HR software designed for small businesses,
BambooHR offers a range of features
including applicant tracking, employee records
and performance evaluations. BambooHR enhances HR
capabilities without the need for extensive training or IT
Support. businesses, medical schools, professional training
programs and professional coaches.
“What Got You Here Won’t Get You
There,” by Marshall Goldsmith, is crucial
for anyone looking to elevate their leader-
ship skills in the franchising environment. Goldsmith shares
how little changes leaders make in their professional behavior
can lead to greater success.
10
ClockShark is a
time-tracking and
employee scheduling app.
ClockShark’s features include job costing,
reporting and payroll integration providing
a full suite of tools to manage and attendance. S
2025 Issue 4
|
THESCORE
10
What skills or perspectives
from your background do you
apply as a public official?
A
As a former attorney who operated
a small firm and state legislator,
I bring a strong understanding of how
government decisions directly affect job
creators. I’ve seen firsthand the hurdles
businesses face, from burdensome regula-
tions to unpredictable tax climates, and I
carry that perspective with me every day
in Congress. My focus remains on cutting
red tape, promoting fiscal responsibility,
and ensuring that the government works
for the people, not against them.
What do you see as the current biggest threat to
small-business owners?
A
Right now, the biggest threat is the crushing combina-
tion of leftover inflation from the previous administra-
tion, labor shortages and excessive federal overreach. When
costs rise faster than revenues, when businesses can’t find
enough workers, and when Washington creates more uncer-
tainty than stability, small businesses pay the price. That
uncertainty stifles growth and makes it harder for entrepre-
neurs to plan for the future.
What challenges have you helped small busi-
nesses in your district overcome?
A
Small businesses in the Sixth District have faced
everything from supply chain disruptions to navigating
complicated federal programs. My office has helped owners
access critical SBA assistance, resolve issues with federal
agencies and cut through bureaucratic delays that were
holding back their operations. On the legislative side, I’ve
worked to advance policies that lower costs, expand workforce
opportunities and push back against regulations that make it
harder for businesses to thrive.
In what ways are you seeking
feedback from small businesses
in your state/district and using that
information in Washington, D.C.?
A
I make it a top priority to meet
regularly with small-business owners,
through roundtables, tours, district visits
and industry-specific conversations. Hearing
directly from those on the front lines shapes
my work in Washington. Whether it’s advo-
cating for targeted tax relief, improving work-
force training programs or fighting harmful
mandates, the feedback I receive at home
guides the legislation I support in Congress.
What seat do you believe franchisees have at the
table and what do you do to support them?
A
Franchisees deserve a strong, independent voice at the table.
They’re local owners creating local jobs, and they shouldn’t be
treated as an extension of large corporations by Washington regulators.
That’s why I’ve supported efforts to defend the franchise model and
push back against overly broad labor rules, like harmful joint-employer
standards, that would undermine franchise independence and pile on
unnecessary costs. My goal is to protect the flexibility and entrepre-
neurship that make franchise businesses successful.
What message do you have for small-business
owners struggling with supply chain issues, infla-
tion, staffing and other prevalent issues of today’s day
and age?
A
I know these pressures are not abstract; they affect your
bottom line, your employees and your ability to keep
your doors open. I’m working to restore economic stability by
supporting policies that reduce inflation, strengthen our supply
chains and get Washington out of the way so you can grow.
Small businesses are the backbone of our economy, and you
deserve a government that respects your work and empowers
your success, not one that makes your job harder. S
Spotlight on the 119th Congress:
Rep. Ben Cline (R-VA)
THESCORE |
2025 Issue 4
11
he fourth quarter of the year is typically labeled “The Giving
Season.” In business terms, this is a form of Corporate Social
Responsibility (CSR), a management concept on how a company
contributes to the well-being of communities and society. The
giving season and participating in giving back to your commu-
nity can actually give your business much more in return.
1
Companies that participate in giving back and social
responsibility generate 20% more revenue.
2
Seventy-seven percent of consumers want to purchase
from companies with CSR initiatives.
Around nine in 10 employees say they would be more loyal
and motivated for employers that have a “strong sense of
purpose.”
4
Ninety-six percent of companies saw an improvement in
employee engagement in employees who volunteer.
5
Companies that engage employees in doing good see an
average of 57% lower turnover.
6
Consumers feel good when they buy a product that supports
their cause, which is why 92% of them would want to buy
products from businesses that do so.
7
Ninety percent of consumers are more likely to trust
socially responsible businesses, which leads to increased
customer loyalty
8
Seventy-one percent of small businesses reported that
their involvement in community activities is important to
some degree to the success of their business.
9
In creating a better local business climate, 82% of small-
business owners report that their involvement in community
activities is important in doing so.
10
Market Share Growth reached a mean of 15%, for
companies that implement strong CSR programs.
Showing that they achieve better market expansion by attracting
loyal consumers.
Sources: NFIB, Double Donations, Grounds Well, Give River, 360
MatchPro, Procurement Tactics, Go Harness, Business News Daily,
Innovative and Economics Research Journal
One topic:
10 facts
The Power of Giving Back
The Power of Giving Back
2025 Issue 4
|
THESCORE
12
2025 Issue 4
|
THESCORE
12
What
What
THESCORE |
2025 Issue 4
13
Builds the Future of
Builds the Future of FBS
FBS
2026 FBS ANNUAL SUMMIT HIGHLIGHTS
T
he 2026 Franchise Business Services (FBS) Annual Summit
is poised to be a premier networking event, bringing
industry leaders together in fabulous Las Vegas. This
must-attend event brings the Buffalo Wild Wings® franchisee
network together for an unforgettable experience filled with
powerful insights, valuable networking and plenty of fun.
April 21 and 22 are filled with events designed to
encourage new interorganizational connections that will propel
your business and create meaningful, thought-provoking
relationships.
The conference agenda starts bright and early at 8 a.m. PT
with registration and exhibitor move-in, which will then lead
to the general session starting at 1 p.m. and concluding right
before the opening reception and trade show at 5:30 p.m.
Day two will be filled with even more excitement as you
take part in a day of franchisee roundtables and general sessions
and close out your time together with a casino night.
Casino nights of the
past have been filled with casino games,
including a franchisee and vendor poker
tournament, resulting in wins for partici-
pants. If you are not feeling up to gambling
with cards, there will also be a vendor-
supplied raffle that attendees can enter.
The Paris Las Vegas hotel will host this event and bring a
charm to the conference that will further the productive and
community-building spirit the summit cultivates.
Designed with your feedback in mind, the 2026 Summit
will feature dynamic sessions and experiences tailored to the
franchise community’s needs. Don’t miss this opportunity to
connect with industry leaders, exchange ideas and celebrate
success — all in the excitement and energy of the Las Vegas
Strip.
This year’s summit will give attendees the opportunity to
discuss new promotions and industry trends ahead, carrying
them through the rest of 2026 until the next gathering.
Registration is now open, and whether you are looking
to be an exhibitor or attendee, space is sure to fill fast. Be sure
to complete registration by scanning the QR code as soon
as possible. We look forward to seeing everyone in April and
creating memories that top those from previous summits. S
by Kylie Rowe
Happens in Vegas
Happens in Vegas
r
he
2025 Issue 4
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14
elebrating a Year of Impact
As we close out 2025, it’s time to
reflect on an incredible year of giving,
teamwork and transformation. The Inspire
Brands Foundation and Buffalo Wild
Wings family have once again demon-
strated what’s possible when we unite for
a common cause, supporting kids and
communities across the country.
Team Up for Kids Campaign
This year’s Team Up for Kids (TUFK)
campaign was nothing extraordinary.
Thanks to the passion and commitment
of our team members and guests, we
raised funds that will directly impact
youth programs nationwide. Every dollar
contributed helps create opportunities
for kids to learn, grow and thrive. Your
dedication made this fundraiser one of our
most successful yet, and we couldn’t be
more grateful. The grant nomination portal
will open in February 2026. More details
will be sent out in the new year.
An ESPY-Winning Partnership
One of the most exciting milestones
of 2025 was receiving our first-ever ESPY
Award for our work with the Boys &
Girls Clubs of America (BGCA) and the
ALLSTARS program. Since launching
this partnership in 2013, we’ve donated
more than $30 million to BGCA, helping
transform lives through sports and mentor-
ship. This recognition is a testament to
the power of collaboration and the impact
we’ve made together. This work could not
be done without all the amazing franchisees
in our system. Winning an ESPY isn’t just
an award; it’s a celebration of the thousands
of kids whose futures are brighter because
of these programs.
A Year Of
Giving:
The Year of
Community Wins
THESCORE |
2025 Issue 4
15
Honoring Heroes with Folds of Honor
Our commitment to supporting
military families continued strong in
2025. Earlier this year, Buffalo Wild
Wings proudly donated $50,000 to Folds
of Honor, an organization dedicated to
providing educational scholarships to fami-
lies of fallen and disabled service members.
In December, we extended this support
with a $15,000 grant, presented during
the Military Appreciation Bowl on Dec.
21. The local Buffalo Wild Wings team
presented a check at the bowl game. Seeing
the joy and gratitude from the recipient’s
family was a powerful reminder of why we
do what we do.
Looking Ahead to 2026
While 2025 was a year of remarkable
achievements, we’re just getting started.
In 2026, we look forward to new activa-
tions, deeper partnerships and even more
opportunities to support kids and commu-
nities. Together, we’ll continue to amplify
our impact and make a difference where it
matters most.
Thank you to every team member,
partner and guest who contributed to these
successes. Your generosity and spirit fuel
our mission every day. Here’s to another
year of transforming lives — one game, one
meal and one act of kindness at a time. S
For questions and suggestions for new activa-
tions, please reach out to Catherine Stranberg
at cstranberg@inspirebrands.com.
The Buffalo Wild Wings Foundation donates $125,000 to the Henderson County Boys & Girls Club.
Building C
2025 Issue 4
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THESCORE
16
he fast pace and limited attention spans of the current
consumer affect the restaurant industry more deeply than at a
brand level. Holding customer attention takes an active effort
from the whole team, starting with the franchisees.
Participating in and capitalizing on the limited-time offers,
celebrity partnerships and marketing tactics can help you, as a
franchisee, connect with your community and keep audience
attention.
Community
THESCORE |
2025 Issue 4
17
through Brand
Partnerships,
Social Media
and Events
As a consumer, seeing a commercial for Buffalo Wild Wings®
may be enough to draw them in for one visit, but to create
returning customers, there needs to be a connection happening
during the visit.
Sometimes those experiences are completely out of your
hands and can be a result of the company and memories that
guests make at your establishment, but making an effort to create
memorable experiences turns visitors into regulars.
It can be hard to know where to put
money and time when it comes to marketing
for your specific location(s), but there are
a few places to start that can really make a
difference when it comes to attendance.
by Kylie Rowe
Continued on page 18
2025 Issue 4
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18
Celebrity Partnership
For instance, BWW had a very fun partnership with
Jason Kelce, former National Football League center for the
Philadelphia Eagles. When the “Built for Football” campaign was
actively running, this could be a good opportunity for specifically
Philadelphia locations to have a cutout of Jason Kelce greeting
customers.
More recently, in 2025, the brand partnered with all four
Jonas Brothers — Kevin, Joe, Nick and Frankie — to have
them star in a campaign promoting the Ultimate Sampler. This
partnership could serve as an opportunity to drive in customers
who are not usually attending your sports bar. Young women
appear to make up about 80% of the Jonas Brothers fan base,
giving you the opportunity to draw in more women and remind
them that BWW is for everyone.
Social Media
Posting on social media to promote celebrity partnerships,
limited-time offers or the games currently playing in your
restaurant helps keep your brand top of mind for potential
customers — often reaching them when they may not have been
actively considering where to have their next meal.
When running a social media account, it is important to
know your audience, or who you would like your audience to be,
and to interact with them. This can include commenting on local
pages, reposting content that is
relevant to your community or
replying to comments directly
on your page.
Consider having your
social media run by a current
employee or multiple current
employees. They often know
what their community wants
to see and how to best reach
a certain demographic.
Social media can be
stressful, but as a franchisee,
it can be a useful tool. If
you are holding an event
at your location, flyers will
often no longer do the
job of getting the word
out. Posting multiple
times on social media
and consistently being
engaging gives customers
the chance to be more
in tune with what is
happening at their local
BWW.
The Super Bowl
The Buffalo Wild Wings Super Bowl deal is legendary.
Giving everyone six free wings the Monday after the Super Bowl
if the game goes into overtime is an amazing deal. Use this as a
jumping-off point to encourage fans to celebrate the Super Bowl
at your location.
Leading up to the Super Bowl, get fans excited about the
Continued from page 17
THESCORE |
2025 Issue 4
19
federalheath.com
SIGN & LOT LIGHTING MAINTENANCE
Nationwide Service
Rapid First-Call Response
Concierge Customer Service
Serving Buffalo Wild Wings Since 2001
800.359.7372
possibility of free wings on the upcoming Monday, and if there
is no overtime, remind them they can still get BOGO wing deals
on Tuesdays and Thursdays.
You should also encourage fans to watch the Super Bowl
at your sports bar by staying open until the game is over and
promising an extra-exciting game atmosphere. Have gear, cutouts
or displays for the competing teams available for photo oppor-
tunities to make the game even more interactive. Do not forget
about all of the possibilities for content creation that you will
have during the game. Generating this raw content during one
of the most exciting games of the year can come in handy during
a content dry spell or to remind fans of how much they love to
spend game nights at BWW.
Connecting With the Community
Local fundraising opportunities like the “Eat Wings, Raise
Funds” and “Home Team Advantage” programs give you, as a
franchisee, the opportunity to really bond with your community
and show them that you support them the same way they
support you.
These programs also help the community feel very
connected to your store and the BWW brand by providing
connections with local schools, teams and other organizations.
Participating in local events such as the Taste of Gilbert, which
AZ Wings participates in, has proven to drive community
engagement and meet potential customers where they are.
Building and maintaining a community is a big part of
driving business, specifically returning and loyal business.
Showing that you care about your community, want to connect
and are socially conscious means a lot to consumers nowadays,
with sources like the National Federation of Independent
Business concluding that companies that participate in giving
back and social responsibility generate 20% more revenue.
Consider taking small steps to build community around your
location(s) to drive business and create returning customers. S
KYLIE ROWE is the communications editor for FBS. You may
reach Rowe at 678-439-2300 or kylier@elevanta.com.