Page 127 - BWA FEB 2013

February 2013 | Business World Magazine | 127
for the specific community, and makes use of
television, radio, print and social media. The
community advertising is complemented by
ongoing national campaigns.
Operationally, Wild Wing Cafe has
secured relationships with a range of profes-
sional distributors and suppliers, and as the
company has grown, the buying power has
resulted in opportunities to pass savings on
to franchisees. “There are a lot of brands out
there that lose sight of what it is to operate a
restaurant, but we’re still operating our own
restaurants every day. We feel what the fran-
chisee feels, we understand the challenges
they experience, and we all know the prices
we’re paying. This allows us to talk strategi-
cally with one another and understand the
big picture,” says Leonardo.
As for the future, Leonardo says the
focus is further expansion in markets where
WildWing Cafe is already roosted: South &
North Carolina, Georgia, Florida, Tennes-
see, Virginia, and Texas. He says the com-
pany is open to the idea of multiunit deals in
other areas of the US, but he feels there are
sufficient opportunities to further penetrate
markets where they are currently established.
Last year, sales among the corporate
owned locations respectively averaged to
$3.5 million. Beyond the revenue, Wild
Wing Cafe has consistently been recognized
in the media, in practically every market, for
not only the providing the best venue and
best entertainment within their markets,
but, of course, best tasting wings. Leonardo
says part of the secret is in the sauce, in fact,
they have more than 34 flavors of sauces, a
number of which created by customers who
may spend months preparing recipes for
Wild Wing’s annual “Sauce Off ” competi-
tion. Customer contributions have also led
to new hamburgers or other dishes featured
on the menu. The popularity of the sauce,
which has some customers ordering it by the
gallon to take home, has prompted the com-
pany to consider merchandising opportuni-
ties that are being evaluated now. Otherwise,
Leonardo says Wild Wing Cafe is striving to
bring value to the communities where they
serve. In his perspective, “This isn’t fine din-
ing, but we do this segment very well. When
people want to go to a place and get great
music, great food, a great beer, and have a
great time with their family, they’re welcome
to come here.”