Buffalo Wild Wings just opened a new type of store to win back millennials who are ditching the chain

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Buffalo Wild Wings

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.

Here’s what the new location looks like.


At B-Dubs Express, the branding is familiar — even if the name of the restaurant is not.

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Buffalo Wild Wings

It’s going all-in with bold decor, trying to cram as much personality as possible into the smaller space.

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Buffalo Wild Wing

The counter is set up so that customers can order their food and either grab it to eat in the restaurant or take it out.

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Buffalo Wild Wings

Customers order, pay, and pick up food at the counter, as seen at the restaurant’s opening party.

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Buffalo Wild Wings

The restaurant puts take-out options front and center.


Despite the emphasis on to-go, the location still serves beer.

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Buffalo Wild Wings

And, there’s plenty of sauce available if you stick around in the restaurant.

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Buffalo Wild Wings

Most importantly, the wings look as tasty as ever.

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Buffalo Wild Wings