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Buffalo Wild Wings taps hotel exec for new CMO roleBuffalo Wild Wings taps hotel exec for new CMO role

Seth Freeman, formerly of InterContinental Hotels, will lead advertising and culinary efforts

Bret Thorn, Senior Food Editor

August 27, 2018

1 Min Read
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Seth Freeman has been appointed to the newly created position of chief marketing officer of Buffalo Wild Wings, parent company Inspire Brands said Monday.

In that role, Freeman will lead culinary, advertising and digital efforts as well as “brand experience,” Inspire said in a press release.

Seth_Freeman_Headshot_0.pngFreeman (left) previously worked for InterContinental Hotels Group, where he held senior marketing positions for the Holiday Inn and Holiday Inn Express brands. Prior to that he worked for The Coca-Cola Company as senior brand manager for Gold Peak Tea. He also worked with NASCAR and FIFA World Cup on sponsorship integrations with Coke.

Inspire Brands, which is majority-owned by Atlanta-based Roark Capital Group, is comprised of quick-service chain Arby’s, casual-dining Buffalo Wild Wings and a fast-casual concept called R Taco. The company was formed earlier this year when Arby’s purchased Buffalo Wild Wings, which already owned R Taco.

Since then, Buffalo Wild Wings has introduced seasonal limited-time offers including a cod sandwich and sweet-spicy shrimp for Lent and barbecue specials for the summer, including a barbecue chicken sandwich and two seasonal wing sauces: salted caramel barbecue and Korean barbecue.

Earlier this month, the chain said it was looking to enter the sports betting market in the wake of a Supreme Court decision that could make it legal in more markets.

Buffalo Wild Wings has around 1,200 locations.

Contact Bret Thorn at [email protected]

Follow him on Twitter: @foodwriterdiary

 Aug. 28, 2018: This story has been updated to clarify Roark Capital Group's relationship with Inspire Brands.

About the Author

Bret Thorn

Senior Food Editor, Nation's Restaurant News

Senior Food & Beverage Editor

Bret Thorn is senior food & beverage editor for Nation’s Restaurant News and Restaurant Hospitality for Informa’s Restaurants and Food Group, with responsibility for spotting and reporting on food and beverage trends across the country for both publications as well as guiding overall F&B coverage. 

He is the host of a podcast, In the Kitchen with Bret Thorn, which features interviews with chefs, food & beverage authorities and other experts in foodservice operations.

From 2005 to 2008 he also wrote the Kitchen Dish column for The New York Sun, covering restaurant openings and chefs’ career moves in New York City.

He joined Nation’s Restaurant News in 1999 after spending about five years in Thailand, where he wrote articles about business, banking and finance as well as restaurant reviews and food columns for Manager magazine and Asia Times newspaper. He joined Restaurant Hospitality’s staff in 2016 while retaining his position at NRN. 

A magna cum laude graduate of Tufts University in Medford, Mass., with a bachelor’s degree in history, and a member of Phi Beta Kappa, Thorn also studied traditional French cooking at Le Cordon Bleu Ecole de Cuisine in Paris. He spent his junior year of college in China, studying Chinese language, history and culture for a semester each at Nanjing University and Beijing University. While in Beijing, he also worked for ABC News during the protests and ultimate crackdown in and around Tiananmen Square in 1989.

Thorn’s monthly column in Nation’s Restaurant News won the 2006 Jesse H. Neal National Business Journalism Award for best staff-written editorial or opinion column.

He served as president of the International Foodservice Editorial Council, or IFEC, in 2005.

Thorn wrote the entry on comfort food in the Oxford Encyclopedia of Food and Drink in America, 2nd edition, published in 2012. He also wrote a history of plated desserts for the Oxford Companion to Sugar and Sweets, published in 2015.

He was inducted into the Disciples d’Escoffier in 2014.

A Colorado native originally from Denver, Thorn lives in Brooklyn, N.Y.

Bret Thorn’s areas of expertise include food and beverage trends in restaurants, French cuisine, the cuisines of Asia in general and Thailand in particular, restaurant operations and service trends. 

Bret Thorn’s Experience: 

Nation’s Restaurant News, food & beverage editor, 1999-Present
New York Sun, columnist, 2005-2008 
Asia Times, sub editor, 1995-1997
Manager magazine, senior editor and restaurant critic, 1992-1997
ABC News, runner, May-July, 1989

Education:
Tufts University, BA in history, 1990
Peking University, studied Chinese language, spring, 1989
Nanjing University, studied Chinese language and culture, fall, 1988 
Le Cordon Bleu Ecole de Cuisine, Cértificat Elémentaire, 1986

Email: [email protected]

Social Media:
LinkedIn: https://www.linkedin.com/in/bret-thorn-468b663/
Facebook: https://www.facebook.com/bret.thorn.52
Twitter: @foodwriterdiary
Instagram: @foodwriterdiary

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