Buffalo Wild Wings is making a sauce with Mountain Dew.
The sugary soda will be featured in a sauce with lemongrass, ginger, red peppers, and soy sauce, reports Leslie Patton at Bloomberg News.
Buffalo Wild Wings already offers a rum cocktail mixed with Mountain Dew, which is known for its high sugar and caffeine levels.
Inventive sauces have become a huge part of Buffalo Wild Wings’ business strategy.
The company’s Sauce Lab, which releases new flavors throughout the year, has been a “tremendous success,” write analysts at UBS.
Buffalo Wild Wings releases new chicken wing sauces 7 times a year in flavors like Korean BBQ and Chipotle Cherry Sting. Many of the special flavors have sold out, CEO Sally Smith told Business Insider earlier this year.
Management is also capitalizing on the craft beer trend and adding regional taps to the menu.
If you’ve never tried Mountain Dew with Rum, let’s fix that. pic.twitter.com/gAXxwkEbcn
— Buffalo Wild Wings (@BWWings) July 26, 2014
Buffalo Wild Wings is currently doing an aggressive overseas expansion. New markets include the Phillipines, Dubai, and Saudi Arabia.
Buffalo Wild Wings is also investing in its two emerging brand concepts.
PizzaRev is a small, Los Angeles-based chain that creates custom, fresh-baked pizzas in minutes. It is also invested in Rusty Taco, a fast-casual gourmet taco franchise based in Texas.
To drive sales at Buffalo Wild Wings, the company is investing in a new lunch menu.
Smith says she expects Buffalo Wild Wings to grow to as many as 1,700 locations.