Buffalo Wild Wings loses CMO amid spend increases (Score 34)
Sales lead: Be prepared to reach out to this chain once it finds a new marketing chief.
- Buffalo Wild Wings (BWW) lost its CMO, Rita Patel, in October 2022.
- BWW's parent company, Inspire Brands, reassigned Patel as Arby's CMO.
- Patel spent about two years as BWW's marketing chief.
- We will be sure to update you as soon as a replacement is announced.
BWW's target demographic: Male millennial & Gen-Z sports fans
Once BWW finds a new CMO, it will likely:
- Continue increasing ad spend
- Experiment with new marketing channels
- Review the agency roster
Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: BWW spent around $29.9m on national TV ads YTD, a 28% increase from $23.3m spent in this channel during the same time period of 2021.
- Last year: Full-year spend more than doubled from $17.7m in 2020 to $36.4m in 2021.
- 2022 ad programming: It placed ads during programming such as College Basketball, NFL Football, NBA Basketball, SportsCenter, and College Football.
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: BWW spent approximately $36.4m on digital display ads YTD, a 28% increase from $28.4m spent in this channel during the same time period of 2021.
- YTD data: 4b impressions via Facebook (53%), Instagram (24%), desktop video (22%), and Twitter (1%).
- Last year: Full-year spend equaled $40.9m in 2020 and $41m in 2021.
- Ad location: It placed 100% of these ads directly onto sites such as facebook.com, instagram.com, youtube.com, twitch.tv, and twitter.com.
Additional channel insights
- BWW also invests in OOH, print, radio, and local broadcast TV.
- Opportunity: These accounts will become vulnerable as soon as BWW finds a new CMO.
- Agency roster: