1. Buffalo Wild Wings to Germany Steven Trinh Nikki Betzler Hannah Erickson Davis Tollette

2. Background of BWW Established in 1982 in Columbus, Ohio Founded by Jim Disbrow and Scott Lowery Famous Slogan: “Wings. Beer. Sports.” Expanded into Canada, Mexico, Middle East and Philippines Over 1,000 stores “When you go to a new country, you have one chance” - Tim Murphy

3. Cultural Analysis Open-minded, well-educated West/East divide German identity Basic Law Immigration Refugees and “willkommenskultur”

4. Sports Per capita revenue from major league soccer in Germany: $47 Per capita revenue from major league football in America: $27

5. Local Tastes and Differences- Berlin Young and international city Main meal is lunch Bread as important staple Large family meals on weekends

6. Economy and Demographics 16th largest population in world Aging population Majority urban population 2 main languages: German and English

7. Economy 4th highest GDP in world Corporate tax rate = 15% Complex and strict safety standards 3rd highest in terms of amount of imports & exports

8. Technology 95% of households have access to some sort of media outlet Many still enjoy listening to the radio or reading the newspaper over watching television Internet and mobile device usage has increased over the last decade dramatically

9. Market Audit and Competitive Analysis Our Product Marketing the full experience Aligning with the leisure and sports centered German demographic Trend in international food consumption Trials Adapting to the Bavarian pallette and time frames Encouraging sales of boneless wings with milder sauces Competing with other leisure experiences Abiding by the EFSA (European Food Safety Authority)

10. Market Audit and Competitive Analysis Implications of the Demographic 3.5 million people 4,650 restaurants, 900 bars, 190 clubs, 0 “sports bars” So... Locate near sports stadiums, popular street corners, and noted “eat streets” While staying within bounds of rent expenses Continue the moderate pricing strategy

11. Market Audit and Competitive Analysis Competition

12. Marketing Plan -Demographic: 15-45, 40.4% Population. -Initial expansion plan: Berlin as of now -Generate brand awareness -Packaging will be the same -Take advantage of lunch hour

13. Promotional Mix -Objectives: Brand Awareness -Media Mix: Advertisements from social media, online marketing, radio commercials, and visuals along the lines of public transportation -Message: High energy atmosphere -Promotions: Coupons, Sale days, Promotional mail, rewards program, word of mouth

14. Distribution Transportation of goods choice: Ocean Carrier Ship from New York Ports to Ports in Berlin and Toenning. Most of Produce will be bought in Germany Rely on current distributor in the U.S, T. Marzetti Company.

15. Expansion -Conservative approach and place 1st restaurant in Berlin -Multi-Channel Strategy -Further expansion once settled, into cities such as Munich, Hamburg, Frankfurt -Franchising: $750,000 investment with liquid assets of 1.5 mil to 3 mil.

16. Questions?