An Open Letter to Buffalo Wild Wings

source: mike mozart via flickr
source: mike mozart via flickr

Note: I tried to send this to you privately via your website but 1) the location I visited wasn’t listed on your website and 2) you didn’t give me enough room on your contact form to share my experience.

I am a loyal BWW customer. I travel around the country on business and always seek out BWW because 1) your naked tenders are [relatively] healthy 2) I’m usually alone and your Trivia is a fun way to waste an evening, and 3) I can watch my beloved Cubbies wherever I happen to be in the country.

I’m in San Antonio, Texas tonight and went into your Windcrest location at I-35 and I-410.

Disclaimer: I’m a 20+ year Customer Service consultant, which gives me a lot of empathy for companies and their Customer Service challenges. It also means that I’m very sensitive to customer expectation, customer experience, and customer satisfaction. I also sought out your BWW location and drove 20 minutes in rush hour traffic to get there rather than eating at the Chili’s across the street from my hotel.

I entered about 6:10 p.m. It seems to be a new location for you. The crowd was light. There were more staff members than customers. A manager was parked at a table with a stack of applications or some kind of “new hire” sheets. Cool. Spacious. Clean. I’m impressed.

For the record, I’m a creature of habit. My routine when I’m by myself on the road is to go straight to the bar and order 1) a tall, cold Miller Lite 2) four naked tenders, hot bbq, and fries 3) the Cubs game on just one of the 3 million screens before me. Tonight, I stuck to my routine.

The nice bartender immediately asks for my I.D. I turn 50 next April, and am almost completely gray, but I appreciate the law, am respectful of the request, and am always happy to pull out my I.D. The bartender asks if she can take my Drivers License to show her manager. My immediate reaction was to laugh and think, “Sure! I don’t care. I’ve got nothing to hide.” As she disappeared through the kitchen door, however, I thought to myself: “Wait a minute. I’m in Texas, which is a border state. What if she’s making a photo copy of my license? What if she’s scanning it? Have I suddenly become the victim of identity theft?!” (Disclaimer: My hotel room in Texas was robbed in January, making me a little sensitive and a wee bit cynical.)

The bartender returned a few minutes later, a manger behind her, and gave me back my license. I asked her what the problem was and she told me that she had to have it approved since it was an out of state license. I get it. In retrospect I would have appreciated her asking the manager to come and take a look at it rather than disappearing in the back with my license, but okay.

I settled in. I thought my request for the Cubs on a screen was fulfilled when FoxSports1 did a live look in, but then realized it was just a cameo. I asked again. This time it was a different bartender (the one who took my license seemed to have gone off shift). A few minutes later he asked if the game was up yet. I told him it wasn’t. He asked again.

As at Sam’s Cafe American in Casablanca, “Time Goes By.”

My food arrives. “Is there anything else?” the bartender asks.

Yes, I still don’t have the Cubs on any of these screens.”

He apologizes and leaves to get a manager who comes and says they’ll take care of it. Still no Cubs. Manager comes to check a few minutes later. Nope. No Cubs. They start asking each other what channel.

It’s 665,” I tell them. I’m a fan. I have DirecTV. I’ve been in countless BWWs and I know you all have DirecTV too. They are impressed. Me, less so.

I’m eating. I’m waiting. Into my fourth naked tender the Cubs game appears on three screens.

There you go! Three screens!” I’m told.

Thanks,” I think to myself as I sink my teeth into my final bite of naked tender. It’s 6:45. I’ve been there over a half-hour, and am almost done with my meal.

As a loyal BWW customer, I’m telling you that this experience fell below expectation. However, I feel better having gotten it off my chest. Thanks for listening.

One thought on “An Open Letter to Buffalo Wild Wings”

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

This site uses Akismet to reduce spam. Learn how your comment data is processed.