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Buffalo Wild Wings selects PepsiCo as beverage partner

DBR Staff Writer Published 13 December 2013

Buffalo Wild Wings, Inc. today announced that PepsiCo, Inc. will become the restaurant’s primary soft drink and non-carbonated beverage provider, bringing some of the country’s most popular beverage brands to Buffalo Wild Wings restaurants beginning in 2014.

In addition, Buffalo Wild Wings and PepsiCo plan to combine the power and excitement of their respective brands through joint marketing initiatives tied to sports and entertainment, opening the door to a wide range of new opportunities that will further enhance the Buffalo Wild Wings guest experience.

The relationship will include corporate-owned and franchise restaurants, totaling more than 975 locations in the United States. Financial terms of the agreement were not disclosed.

"What attracted us to PepsiCo is their extensive beverage and food portfolio. We see this as a very powerful partnership in several ways. For starters, we'll be bringing dynamic beverage brands to our restaurants, including options that our Guests have been asking for, like Mountain Dew," said Sally Smith, CEO of Buffalo Wild Wings. "We were also drawn to the marketing and promotional strength a partnership with PepsiCo creates, as it aligns well with our Guests. Their NFL sponsorship and relationships with additional sports, entertainment and pop culture icons will enhance our Guest experience in the future."

PepsiCo is the largest beverage and food business in North America and the agreement will span multiple brands including Tropicana juices and lemonade, as well as Lipton teas. The two companies will also explore unique menu offerings with PepsiCo snack brands such as Doritos, Fritos, Tostitos and Ruffles.

"This partnership between PepsiCo and Buffalo Wild Wings is a natural fit. We see tremendous opportunities to leverage PepsiCo's diverse food and beverage portfolio in ways that benefit both companies through exciting new innovations, unique consumer engagement programs, and powerful brand activations tied to sports and entertainment," said Indra Nooyi, chairman and CEO of PepsiCo. "We greatly appreciate the opportunity to partner with Buffalo Wild Wings, an impressive and growing company that has a bright future ahead."

Buffalo Wild Wings' conversion to PepsiCo products will begin early in 2014 and is expected to be completed system-wide by spring.

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