Buffalo Wild Wings franchisees are pushing for a plan to counter weakening foot traffic at the chain’s sports bars, according to people familiar with the matter.
Operators are looking for the company to cut back on deals and to increase marketing aimed at boosting the dine-in segment after heightened attention on the takeout and delivery business in recent years, the people said, asking not to be named discussing internal affairs. Traffic growth has wavered at the chain’s sit-down locations over the past five quarters, according to data from Placer.ai.
The tensions coincide with preparations by parent company Inspire Brands Inc. to go public and may raise questions about Buffalo Wild Wing’s business. Inspire, which has assembled brands from Dunkin’ to Arby’s to become one of the world’s largest restaurant operators, said in May it filed confidentially for an IPO without providing a timeline. The listing could raise $2 billion, Bloomberg News has reported.
“In addition to great products and great experiences, in today’s economy, consumers expect great value,” a spokesperson for Buffalo Wild Wings said in a statement. The chain is still focused on the in-restaurant experience, the company added. More than half of the chain’s almost 1,200 sports bars are owned by the company, according to regulatory filings, with franchisees managing the rest.
The potential listing comes as rising costs take a toll on consumers, putting pressure on restaurants to keep prices low. Buffalo Wild Wings has rolled out deals such as a six-item bundle , priced at $20 in many states, of two entrees, two sides and two drinks, as well as buy one, get one wing promotions . The discounts echo those that competitors such as Chili’s have used to drive sales growth, but they’re squeezing franchisees’ profit and causing some customers to trade down to cheaper items, the people said.
Buffalo Wild Wings’ spokesperson said offering affordable options is “the right thing for the guest and for the longterm health of the business.”
The chain has also focused on convenience as brands such as Wingstop Inc. encroach on its business. In 2020, the company launched Buffalo Wild Wings Go , an offshoot focused on takeout and delivery. That format had ballooned to about 219 locations in the US as of the end of 2025, according to regulatory filings. About a third of sports bars owners also own Go locations.
As the number of Go stores has climbed, sales growth across sports bars locations has been flat over the past two years, according to the filings. But in parts of the country, some sit-down restaurants that share a geographic area with Go locations have experienced decreased traffic, the people said. Recent efforts to promote the Go business have included an emailed offer for wing bundles sent to loyalty members timed around a UFC event to “watch the fight at home.”
The Buffalo Wild Wings spokesperson said that dine-in “remains a core component” of the chain’s offering, and that the company’s marketing efforts “continue to highlight the sports bar experience.” It recently launched a “match day menu” that will roll out at its sports bars in time for the World Cup, saying in an announcement that “B-Dubs has the best seat in the house for every match.”
Combined US sales for both sit-down and Go locations grew 1.2% in 2025 to $4.1 billion, according to data compiled by restaurant research firm Technomic. Sports bar chains overall posted a decline last year, the data show.
Atlanta-based Inspire, backed by Roark Capital, owns brands such as Sonic, Baskin-Robbins and Jimmy John’s.