As millennials ditch the casual dining industry, Buffalo Wild Wings is hoping that a new type of store can reinvigorate the business.
On Monday, the chain opened its first B-Dubs Express location in Edina, Minnesota.
The new location, along with a similar model in Hopkins, Minnesota, that is set to open in early August, will be counter-service and more focused on take-out, though they will still have televisions showing sports. In contrast to the typical expansive Buffalo Wild Wings sports bar, the locations will only have seating for 35 to 50 customers.
Buffalo Wild Wings has struggled to attract customers in recent months, something that executives have blamed, in part, on millennials’ dining preferences. The convenience-centric express locations seem to be an attempt to address this issue.
“Millennial consumers are more attracted than their elders to cooking at home, ordering delivery from restaurants, and eating quickly, in fast-casual or quick-serve restaurants,” Buffalo Wild Wings CEO Sally Smith recently wrote in a letter to shareholders.