Buffalo Wild Wings opened its new-design prototype this week at a new location in Cincinnati.
The new-look location sports 80 high-definition TVs to accommodate guests wanting to watch dozens of different sporting events.
The upgraded audio-visual package, which includes re-engineered acoustics to better hear the main telecast, has increased the number of screens between 20 percent and 25 percent over a typical unit.
The front entrance and host stand has been redesigned to include more branded graphics as well as retail sales of clothing, sauces and rubs.
Areas of the dining room are more obviously partitioned to create distinct dining zones, depending on how close to the action guests decide to be, officials said.
The horseshoe-shaped bar is a focal point of the restaurant where officials hope guests will interact with one another the way they would at a sports stadium during a game.