Roger David, chief executive of Cincinnati-based Buffalo Wings & Rings, knew his casual-dining chain was accomplishing its goals with a new prototype when a two-person focus group confirmed that the new design was appealing to women. “What spoke volumes was when a lady walked into our remodeled store with a friend for lunch and said, ‘Oh my God, I could bring my family here,’” David said. “She’d had a picture in her mind of a stereotypical sports bar ...

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