Buffalo Wild Wings Inc. has launched a new branded radio station, the company said Wednesday, continuing its outside-the-restaurant customer engagement push.
B-Dubs Radio Powered by Wings, Beer and Sports, a free station from the Minneapolis-based casual-dining chain operator, will be featured on iHeartRadio, a digital radio and music streaming service owned by iHeartMedia that allows users to create custom programing.
B-Dubs Radio will feature contemporary music blended with exclusive sports content, such as weekly commentary from sportscaster and radio personality Dan Patrick. The station will also feature ads for Buffalo Wild Wings and the casual-dining chain’s latest news and offers, such as a recent Korean BBQ sauce limited-time offer.
“We wanted to create our own unique ongoing radio platform that incorporates two of our guests’ key passions: sports and music,” Bob Ruhland, Buffalo Wild Wings vice president of marketing, said in a statement. “It’s another great way for us to engage our guests outside of our restaurants, while also letting them know about specials and activities they’ll find when they come in for the next big game.”
Consumers can listen to B-Dubs Radio online, on smartphones or tablets, as well as on connected TVs or game consoles.
The radio station is the latest in Buffalo Wild Wing’s suite of entertainment platforms, including B-Dubs TV and the tableside tablets available in restaurants.
Earlier this year, the 1,045-unit chain launched GameBreak, which allows customers to play fantasy-style and competitive sports games on the tableside tablets, online or on smartphones. Guests will soon be able to order and pay off the tablets.
Company officials said the various guest-facing initiatives will eventually be tied to a loyalty program in the works.
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