Insights Galore: The Aha! Moment of Branding Buffalo Wild Wings

Well hello internet, didn’t see you there with all the insights we’ve been finding.

What’s an insight you ask? Here’s a nice little blurb from Dave Trott, founder of Chick Smith Trott agency in U.K.:

“An insight is something that you didn’t know before. Something that may change the way you think about the problem. An insight can be the first step on the way to an idea. But it isn’t an idea. An idea is what you do with the insight. How you turn analysis into synthesis. How that discovery becomes action. Of course, there can be insight without a subsequent idea. But there can’t really be an idea, not a great one, without first having an insight.” Previously posted on Brand Republic.

So after three visits to storefronts, 3 focus groups, and a lot of Saturday afternoon meet-ups, we’ve concluded that our target is all about group mentality.
Insights:
The group as a whole brings out the most of the individual members.

They embrace their roles because their roles give them purpose. They are contributing to the greater good of the group to pay it forward and to benefit from positive outcome.——–
We’ve noticed that the most successful group dynamics of friends tend to all have their own role in their groups, their own contributions. They are all masters of their trait, and benefit as a whole. This strengthens group dynamic, and amplifies the most of them. Most being, personality, attributes, attitude, etc. But it’s important to note that the group gives back/supports each of the members.
(Think of a bro-ecosystem, or as individual Power Rangers that form a larger power. Or better yet, The Hangover).

Next Steps
We will be bouncing back and forth amongst the group to develop quantitative questions for research. We also are coming up with a Brand Position, which follows the general template:
To: (Target)
Brand is: (Catagory in which brand competes)
That: (One key benefit of feature)
Because: (Reason to believe/support for key benefit)

This guy missed a blog posting and is really upset (just kidding he did the Blazing Wing Challenge!)

Stay tuned for your favorite finger-lickin’, saucy wing branding quartet!

Steady Progress

This week, Washington Grant + Oak dove a bit deeper into the roots of our target’s minds through visuals. This aspect will be present in some of our more in depth interviews in the future.

In class, we asked several classmates to create collages that capture their ideal sports bar experience. Although the outcomes were different from person to person, all of them stressed strong ties to friends, a sense of belonging/camaraderie, and lively atmosphere, especially at night. This task yielded some intriguing results, and we’d like to explore it further in our next focus group.

       

Speaking of focus groups, we’ve just arranged to meet with some younger students at OSU. They’re very close to our ideal demographic, so we’re hoping to get some great information from them within this next week. We also are planning on contacting Buffalo Wild Wings for some more insight from within the business.

Test Focus Groups and Initial Findings

This week, we began to implement some of our questions into some of our first focus groups. Even though these were essentially tests, they gave us great practice and procured some interesting answers.

Tyler:
One of the biggest things that I took away from our practice focus group was the seemingly negative relationship between sit-down restaurants and people with shorter attention spans. Interestingly enough, though, the participant in question made an exception for sports bars like BW3s, citing the televised sports, noise, and energetic atmosphere as great forms of stimulation. With that being said, it’s starting to sound like sports bars can bridge the gap between sit-down restaurants and high-energy patrons.

Caitlin:
Being one of the ones to speak with the participants was a bit easier than I thought it would be. I was concerned about the level of casual conversation I’d be able to provide, and it happened very naturally. I was really intrigued when the participant brought up BW3s on his own accord, without any prompting (ie: specifically mentioning wings, asking them to talk about specific sport bars, etc.).

Emily C:

The biggest takeaway I had from the practice focus group was that in a setting such as a college campus, convenience is the number one factor in where groups of friends go. If it’s close in range and fairly cheap, it’s hard to take their patronage away. However, it was interesting that the one exception to this was loud, engaged environments like sports bars because that’s where they can be loud without feeling obnoxious. I was worried about having two people conduct the interview, but they interacted with both of us comfortably.

Emi-G:
My interviews were slightly different from my partners in crime, because I was back home in Mason, Ohio. I interviewed Ethan, age 19 (Sophomore), and Youssef, age 20 (Junior). They had just got done playing a soccer game and were about to go back to the University of Cincinnati campus, so they gave off a partly impatient impression (probably wanting a shower and some wings). That made me soar through my questions a little faster than I wanted, but it’s good to know to schedule meetings with plenty of time and at a place where they felt comfortable. The Buffalo Wild Wings down the street from where they play tends to be a go-to destination after games, and was recently remodeled.

Saucy Fingers and Wet Wipes.

Project/Brand Challenges and Objectives
1). Create a social environment that is not entirely dependent on watching television

2). Carry the notion of teamwork from the employees to the patrons

Questions:

User:
What brings you back?
What do you order?
What time do you eat?
Do you go alone?
How often do you go?
Do you recommend it to other people?
Why do you enjoy the environment?
Do you have a relationship with the employees?
Did you play sports in school?
Do you have children?
Do you play sports now?
What time do you go to bed?
Do you get the celery?
Do you cook wings at home?
What channel is your tv on when you turn it on?
Do you speak with the people at the tables nearby?
What are your favorite magazines?
What do you do on a weekend?

Non-User:
How often do you cook at home?
Where do you like to eat?
How much money do you like to spend when you go out?
Do you go out with your friends?
Are you/were you involved in sports? What kinds? When?
What do you do in your free time?
Do you have any family?
What are your favorite magazines?
What do you do on a weekend?
What’s your favorite restaurant?
What’s your favorite bar?
Do you expect free wifi when you go to a place?

Observations:
After visiting a Buffalo Wild Wings this weekend, we have a few observations:
–most of the patrons were late 30s to early 40s, male, and with a small group
–they were fixated on one of 35 televisions, which showed a variety of different sports, including: multiple football games, beach volleyball, golf, hockey, and some trivia

This lead us to the insight that the majority of patrons have had a long time investment in sports. They most likely participated in sports during their younger years, and are currently reliving those moments while they are watching the game.

Due to the dark nature of the interior of a Buffalo Wild Wings, we had a rather unpleasant experience upon leaving the establishment. AKA: it was really bright outside.

Coming Clean & Starting Over

Washington Grant + Oak is switching out hand soap for wet wipes — specifically the wing eating variety. We’re talking about Buffalo Wild Wings! The team has decided to take on a new client, which means recapping all of what we did for Dial but for BW3s.

SWOT Analysis:

Strengths:
Family-Friendly
Ubiquitous with sports bars identity/well-known/popular
Community Involvement (sponsorship)
Has an established culture (Blazin’ Challege Wall of Fame)
Varied menu besides wings
Tons of televisions, also occasionally prize-based arcade games

Weaknesses:
Slower during off seasons
Reputation with service isn’t strong
Menu variety isn’t known
More masculine appeal, deterring women & children
Crowded competition
(People stop going out because of recession/make their own wings/food?)

Opportunities
International expansion
Cater to other kinds of sports
Optimize square-foot efficiency (Similar to Chipotle)

Threats
People eating at home
Places with a fuller menu (more variety, not all chicken)
Competitors:
Applebees
Chilis
TGI Fridays
Hooters
Ruby Tuesdays
Red Robins
Max & Ermas
BJs
Quaker Steak & Lube
Champs
Dave & Busters
Wing Street

Segmentation:
Die hard Sports Fans
Male
Own sports memorabilia
Values ESPN, sports section
Probably enjoys beer, salty snacks, nothing incredibly healthy
Probably more extroverted (at least with other sports fans)
Their schedules work around their games

This category can split into two social groups

Group 1:
Uses BW3s as an alternative to going to actual games
Lower-Middle class
-More willing to compromise/rather be in a comfortable and convenient space

Group 2:
Uses BW3s as a post-game get-together
Middle-Upper class

Bros
Male
Relationship with male friends is very strong
Value time spent with friends
Often engage in social settings, events, parties, etc.
Typically prefer camping, videos games, movies, parties, etc. over sporting events
Probably enjoy beer, but value connection with others
Don’t cook for themselves much (eat out often), but when they do, it’s microwaved nachos, mac & cheese, grilled cheese, cereal, etc.
Often opt for cheaper food, but know when to treat themselves
Usually nocturnal
Extroverted

Families
Male/Female
Go out to eat for special occasions/get-togethers

Extracurricular Groups/Clubs
Business meetings
Retreats
Team building
Enjoy being around people
Extroverted
Involved
Strong interests

Data for a comparison chart

Compare above threats with BW3s and the following factors:
Entertainment
Bar
Family-Friendly
Wings (serves wings, how big is it?)
Public Perception (via Yelp! or Facebook)

Project/Brand Challenges

1. Acquiring an audience that may not be primarily invested in “Wings, Beer, [and] Sports”

Research Objectives:

• Research restaurants that successfully showcase a variety of menu items
• Investigate how BW3’s menu is laid out, and how/what people people look through when visiting
• Investigate menus at comparable restaurants
• Learn about parents’ thinking process as it pertains to choosing places to take their kids

2. Improve the reputation of BW3’s service

Research Objectives:

• Research which places receive far better service, and why that could be
• Determine what parts of the experience customers value the most

3. Find ways to increase patrons during the day hours

Research Objectives:

• Determine where people are going during the day, and why they might choose that over BW3’s
• Figure out what time of year is most likely

Line of Questioning:
Sports Fans:
Do you value the size of the television over the value of the food?
What’s the culture at BW3s?
Do you eat with your hands?
Are you sensitive to noise?
How often do you wash dishes?
What’s your favorite sport?
Are you a morning or night person?
Do you participate in sports?
When do you get off of work?
How often do you go out with friends?
Do you follow any teams or athletes closely?
Do you subscribe to any sports magazines?
What are your favorite TV channels?
What’s the complexity of your TV subscription?
How many TVs do you own?
How often do you check the time?
Are you on any kind of food regimen or diet?
What is the first section of the newspaper you look out?
What’s your favorite beer? What time do you eat dinner?
Do you open a tab when you go out?

Families:
Do you go to places that offer children’s meals free?
How closely do you monitor your child’s diet?
How often do you use silverware?
Do you order appetizers?
How long does it take you to prepare dinner for your family?
How often do you go out to eat?

Bros:
Are you single?
How much money per week do you spend on food?
Do you go grocery shopping? How often?
What time is your last meal of the day?
How often do you get food delivered?
How often do you hang out with your friends?
How often do you watch sports on TV? How long?
What is your favorite TV channel?
How many meals do you eat a day?

Extracurriculars:
What kind of clubs are you involved in?
How often do you meet?
How many hours a week do you see these people?
Do you go to the same place every time?
Who sponsors your club, if any?
Who pays for the food?
How do you make friends?
Do you split appetizers?
What kinds of things do you find worth celebrating?

We think it would take a couple of weeks to gather all of the information and actually sit down with potential targets. An hour of questioning between each group would be the most likely scenario.

Learn about soap without asking about soap: Analysis of competitors with consumer questions

In furthering our research, Washington Grant + Oak had to take a step back from narrowing down on a specific Dial subject. This week we focused more on our competition in finding other brands that do all that Dial does.

We decided to exclude generic brands to keep the list more concise. 

Our second objective this week was to ask questions about soap without getting too direct.
Some questions we started asking ourselves about soap:

General
How much soap do you use?
What do you do with leftover bar soap slivers?
Why did Europe catch on to body wash first?
Do you look out for sales?

Showering
What time of day do you shower?
How often do you bathe vs. shower?
How active are you?
Washcloth, loofa or other?
Do you wear deodorant?

Handsoap
How often do you cook?
Do you have dry skin?
How often are you in public spaces (mall, library, office setting, etc.)?
How often do you handle cash?
How often do you feel under the weather (sick)?
How often are you in public spaces?
Do you ever use public restrooms? Do you use soap or sanitizer?
How often do you handle cash?

Skincare
What role does soap play in acne care?
How do you wash your face?

WG+O met again over the weekend to brush up on some possible Target Audience Segmentations. This is how the data followed: Our entire market fits into the category People Who Use Soap.
We chose to split this into three categories:

The Concerned Parent
-Moms & Dads that are more than likely considerate of the well being of themselves or families.
-Middle class, sit at dinner table together, have home security. Suburb home owners.
-Wouldn’t let their pre-teen into a PG-13 movies.
-Typically buy name brand, usually older brands (preference on trust).
-Brand loyalists
-Concerned on effectiveness

The Freeloader/”The Mooch”
-Wants quality products, but doesn’t want to spend the money. Doesn’t want to compromise quality.
-Sweet talker, usually takes from family (maybe friends?) Social in the sense of being around people for their things.
-Clever, crafty enough to understand quality. Motivated to make ends meet at low cost.
-Type of person, not a class.
-Came from a lower class.

Hygiene Entusiasts
-Routine based. Thorough.
-Willing to spend the money for the best products.
-Feels good about cleaning
-Controlling qualities
-More reserved

Our next step of order is to meet with our client and discuss more in depth about our target audience.

All research this week was done in our group. Caitlin was our ‘scribe’ for the questions, and Tyler wrote out the graph draft. Emily G compiled the data with visuals in a file.

Brand Selection and Initial Research

For the first step in the project, our team worked selected Dial as the brand that we’d like to revitalize, with Baskin-Robbins and Paper Mate being some of our runners-up. Our collective view on the soap brand is that it’s lost its way in the market and hasn’t adapted with the same grace that Dove, Irish Spring, and Nivea have.

Naturally, the first source we explored was Dial’s site. The company is celebrating 65 years in its industry, and has become synonymous with its antibacterial prowess. This is certainly one of the brand attributes that we’ll attempt to leverage moving forward.

One of the other places we investigated was Amazon, specifically the customer reviews of Dial products. Interestingly, we found that women are the primary purchasers of soap, suggesting that while soap use is largely universal, they are Dial’s primary target. Upon cross-referencing their other reviews, we also found that they were typically mothers with health at the forefronts of their minds (nutrition balls, baby food, toys, and other products were typically reviewed by the same users). Many men tend to weigh in on their experiences with Dial, but they often focus on bar soaps in particular, with many citing its uncompromising treatment of their skin.

We also examined the on-shelf placement of Dial’s various products. As expected, its hand soaps have stronger placement than its bar soaps and body washes. Here are some images from our audit:

Hand soaps

Body washes and hand sanitizers

Body washes and bar soaps

Additionally, we created a SWOT analysis to better grasp where we might take Dial’s brand, and what we should avoid or improve. Here are some of our observations:

Within this next week, we’ll have a target audience solidified, as well as strategy objectives that we can begin to pursue.