By Kerri Adams, Editor-at-Large
The sport-themed casual dining chain, Buffalo Wild Wings has repeatedly landed in our top 10 Most Loved Brand list, a ranking determined from positive consumer sentiment data pulled from the Restaurant Social Media Index.
In the most recent ranking for the Q2 of this year, BWW lands at no.4 with an impressive increase from the first quarter.
But in the first quarter of the year, the brand announced that for the first time in six years it experienced a decline in same-store sales. Specifically, the same-store sales declined by 1.7% at corporate-owned locations and 2.4% at franchised restaurants– compared to the same period the year prior. Then in the second quarter, the brand saw another decrease- with a 2.1% drop in company-owned restaurants and 2.6% in franchised stores.
Previously, when we have seen a major increase in the sentiment score, it will take 30-90 days for this to reflect on the brand’s sales. So although, BWW just had a rough quarter it looks like they are on the road to bouncing back. According to the Restaurant Social Media Index (RSMI,) the brand had a 5.44 increase in sentiment score from Q1 to Q2.
“The RSMI has evolved into a leading indicator or predictive social engine for foodservice brands. Measuring sentiment has been one of the most effective ways to determine when, a brand’s sales could decline. The impact on brands is often 30-90 days after we see sentiment dips or spikes that are significant in the 2-4 point plus range in a month,” said Paul Barron, founder of the RSMI.Read More