The landscape of American sports culture and casual dining is witnessing a significant convergence this summer as Buffalo Wild Wings, in collaboration with PepsiCo, has officially launched its "Pick 6 Meal for Two" promotional campaign. This strategic initiative, designed to coincide with a historic summer of international soccer, leverages the star power of professional athletes Mallory and Dansby Swanson to promote a value-driven, customizable dining experience. Starting at a competitive price point of $19.99, the Pick 6 Meal for Two is positioned as a cornerstone of the brand’s efforts to capture the attention of sports fans during major tournaments, including the UEFA European Championship and the Copa América.
A Strategic Partnership in Sports Marketing
The campaign is anchored by a new national marketing push featuring one of the most prominent couples in American professional sports: Mallory Swanson, a star forward for the United States Women’s National Soccer Team (USWNT) and the Chicago Red Stars, and Dansby Swanson, a Gold Glove-winning shortstop for the Chicago Cubs. By selecting a duo that bridges the worlds of soccer and baseball, Buffalo Wild Wings—commonly referred to by fans as B-Dubs—aims to appeal to a broad demographic of sports enthusiasts.
The centerpiece of the campaign is a high-production "hero video" that captures the lighthearted but competitive dynamic between the two athletes. In the commercial, the couple is seen enjoying a meal at a Buffalo Wild Wings location, engaging in playful banter regarding the intricacies and differences between their respective sports. The narrative takes a comedic turn when a server approaches their table; Dansby Swanson, a Major League Baseball champion, assumes he is the one being recognized, only for the server to express her excitement at meeting Mallory. The server humorously refers to Dansby merely as "Mallory Swanson’s husband," a nod to Mallory’s immense popularity and the rising profile of women’s soccer globally.
This creative direction is not merely for entertainment; it serves to humanize the brand and align it with the "fan experience." The Swansons utilize the Pick 6 Meal for Two as a metaphor for team strategy, playfully comparing menu items to field positions. For instance, the couple equates the high-scoring potential of boneless wings to an aggressive offense, while potato wedges are described as the reliable "shortstop" or "midfielder" of the meal.
Detailed Breakdown of the Pick 6 Meal for Two
The Pick 6 Meal for Two represents a calculated move by Buffalo Wild Wings to address the growing consumer demand for value and customization in the casual dining sector. For a starting price of $19.99, the offer includes:
- Two Entrées: Guests can choose from a variety of the brand’s most popular items, including their signature boneless wings, chicken dippers, or juicy burgers.
- Two Sides: Options range from classic fries to potato wedges, providing a balanced meal structure.
- Two Pepsi Beverages: The partnership with PepsiCo ensures that every meal is accompanied by a refreshing beverage, with a particular emphasis on Pepsi Zero Sugar as a contemporary choice for health-conscious yet flavor-driven consumers.
This bundle is available at participating Buffalo Wild Wings sports bars as well as "Buffalo Wild Wings GO" locations, the brand’s focused takeout and delivery format. The flexibility of the "Pick 6" allows for thousands of potential combinations, ensuring that the deal remains relevant to a diverse array of palate preferences.
Contextualizing the Summer of Soccer
The timing of this campaign is critical. Summer 2024 is being hailed as a "Golden Summer" for soccer in the United States. With the Copa América being hosted on American soil and the UEFA Euro 2024 tournament capturing global headlines, soccer viewership is expected to reach record highs.
Market research indicates that soccer fans are among the most socially active sports demographics, often preferring to watch matches in communal settings like sports bars. Buffalo Wild Wings, with its "wall-to-wall" television setups and immersive audio environments, is positioning itself as the "undisputed premier destination" for these fans. By integrating the Pick 6 deal, the brand is providing a financial incentive for groups to choose B-Dubs over home viewing or competing establishments.
Furthermore, the involvement of Mallory Swanson is particularly timely. As the USWNT prepares for major international competition, her status as a cultural and athletic icon provides Buffalo Wild Wings with an authentic connection to the soccer community.
Economic and Industry Analysis: The Rise of the Value Meal
The introduction of the $19.99 Pick 6 Meal for Two occurs against a backdrop of significant economic shifts in the United States. Throughout 2023 and 2024, the restaurant industry has faced challenges related to food price inflation and a tightening of discretionary spending among consumers. This has led to what industry analysts call the "Value Wars," where major chains are aggressively competing on price to maintain foot traffic.
While quick-service restaurants (QSRs) like McDonald’s and Burger King have introduced $5 value menus, casual dining chains like Buffalo Wild Wings are focusing on "bundled value." The Pick 6 Meal for Two targets the "shared experience" segment. By offering a complete meal for two people at roughly $10 per person, Buffalo Wild Wings is positioning itself as a cost-effective alternative to traditional sit-down dining without sacrificing the "sports bar" atmosphere that defines its brand identity.
According to recent food service data, bundled promotions can increase average check sizes while simultaneously improving customer perception of brand "affordability." For Buffalo Wild Wings, this campaign is expected to drive mid-week traffic, particularly during daytime and early evening soccer match windows that might otherwise see lower occupancy.
Statements from the Athletes and Brand Representatives
In a joint statement, Mallory and Dansby Swanson emphasized the authenticity of their partnership with the brand. "Some of our favorite moments come from simply being able to slow down and enjoy a game together as fans," the couple stated. "Buffalo Wild Wings has been one of our go-to spots to catch a game for as long as we can remember. Now, whether we’re mapping out our Pick 6 picks, pairing every bite with the bold, delicious taste of Pepsi, or feeding off the energy of a packed house, it’s those shared moments that make this summer’s matches so much fun to watch."
The collaboration also highlights the long-standing relationship between Buffalo Wild Wings and PepsiCo. Representatives from both companies have noted that the synergy between "wings and cola" is a fundamental component of the American sports-watching experience. The inclusion of Pepsi Zero Sugar in the promotional materials reflects a broader trend within the beverage industry to promote low-calorie alternatives that do not compromise on the "bold" flavor profile required to complement spicy and savory wings.
Chronology of Buffalo Wild Wings’ Sports Integration
Buffalo Wild Wings has a long history of aligning its brand with major sporting milestones.
- 2010s: The brand became synonymous with "March Madness," creating specific marketing campaigns centered around the NCAA basketball tournament.
- 2020-2022: During the pandemic, the brand pivoted toward "BWW GO" locations to cater to the surge in delivery demand, while maintaining its status as the "Official Sports Bar of the NFL."
- 2023: The brand began leaning more heavily into soccer, recognizing the sport’s rapid growth in the U.S. following the 2022 Men’s World Cup and the arrival of global stars in Major League Soccer (MLS).
- Summer 2024: The launch of the Pick 6 Meal for Two marks a sophisticated evolution of this strategy, combining celebrity influencers, multi-sport crossover appeal, and aggressive value pricing.
Broader Impact and Implications
The success of the Pick 6 Meal for Two campaign could signal a shift in how casual dining establishments approach sports marketing. Rather than focusing on a single sport, the use of the Swansons demonstrates the effectiveness of "cross-pollination"—appealing to baseball fans and soccer fans simultaneously.
Additionally, the campaign underscores the importance of the "stadium-away-from-the-stadium" concept. As ticket prices for live sporting events continue to rise, the local sports bar serves as a vital "third place" for fans. By providing a structured, affordable meal deal, Buffalo Wild Wings is lowering the barrier to entry for fans who want a high-energy viewing experience without the high costs of a stadium visit.
From a corporate perspective, this campaign is a testament to the power of the Inspire Brands portfolio (the parent company of Buffalo Wild Wings). By leveraging large-scale partnerships with suppliers like PepsiCo and high-profile talent, the brand can execute nationwide campaigns that are difficult for smaller competitors to replicate.
As the summer progresses and the knockout stages of the various soccer tournaments begin, Buffalo Wild Wings expects the Pick 6 Meal for Two to remain a primary driver of guest engagement. With the final matches of the European and South American tournaments approaching in mid-July, the brand is well-positioned to capitalize on the peak of soccer fever in America.
For consumers looking to participate in the promotion, the Pick 6 Meal for Two is currently available at participating locations nationwide. Fans are encouraged to visit the official Buffalo Wild Wings website or use the brand’s mobile app to find the nearest sports bar and explore the full range of customizable options available under this limited-time offer.
