It's kind of a no-brianer, that sports fans would want to nosh on some chicken wings and sip a cup of beer with their World Cup viewing. Minnesota-based Buffalo Wild Wings is netting a profit kick as strong as the extra-fiery spice on their featured menu item as a result.
The Pioneer Press reports that shares of BWW stock reached a record high Monday, rising 6 percent to $9.33 to close at an all-time high of $166.25.
Buffalo Wild Wings has ramped up World Cup marketing on radio, social and digital media, and it's paying off. Analyst Robert Derrington of Wunderlich Securities is high on the company's prospects; he told investors the month-long soccer tournament in Brazil was creating "standing-room-only attendance" at the company's 1,000-plus wings-and-beer restaurants. He noted that there were "...long wait times (over an hour) for any tables for viewership in either the bar, dining room or patio of B-dubs locations we polled" in connection with the Sunday match.
The financial press has picked up on the story, with CNBC devoting a segment on how Sunday's tie with Portugal generated big business for Buffalo Wild Wings outlets. Around the country, local news reporters have watched the game with fans in busy BWW locations. The Lynchburg, Virginia News and Advance reported a 40 minute wait for a table for World Cup fans before the match with Ghana and noted that many of those seated had arrived two hours before the match began to secure their spots.
The Pioneer Press noted that the boost is particularly welcome, since traditionally sport-sparse June is usually a slow time for BWW, which draws crowds for "football in the fall, the NFL playoffs during the winter, and college basketball's NCAA tournament in the spring."
The World Cup has attracted a wide audience, with ESPN reporting the U.S.-Portugal match was the network's most-watched sporting event ever, outside of college and professional football. ESPN said 18.2 million viewers watched Sunday's game, the most ever for a soccer game broadcast in the United States. Another 6.5 million U.S. viewers watched the game on the Spanish-language Uni-vision network.
The U.S. team will play Germany on Thursday morning for the right to advance to the round of 16.
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