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Buffalo Wild Wings’ new promise: Lunch in 15 minutes

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Buffalo Wild Wings has revealed the details of its new service guarantee, promising diners a lunch that will be delivered to their table in under 15 minutes.

If the meal—which must be ordered off the chain’s Fast Break lunch menu—doesn’t arrive in that timeframe, it’s free. Customers who don’t receive their lunch within 15 minutes of ordering it will also receive a free soda.

Servers will start a timer when they've finished taking orders at a table and stop it when they return with food, the chain said.

However, there are constraints, as the limited-time guarantee is offered on weekdays between 11 a.m. and 2 p.m., and only applies to dine-in groups of six or fewer.

“We want to prove to our guests that they can get the Buffalo Wild Wings experience they have come to know and love within the limited time they have for a traditional lunch break,” Todd Kronebusch, VP of food and beverage, said in a statement from the casual-dining brand, which is working on a turnaround following comps declines in the first quarter.

Service guarantees have become the strategy du jour for chains seeking new ways to boost sales and best the competition.

Earlier this year, Pizza Hut launched Visible Promise Time, a platform for delivery and takeout customers to see how long they’ll have to wait for a prospective order.

Chipotle said it was also testing a method of giving customers exact estimates of when an order would be ready for pickup.

Buffalo Wild Wings launched its Fast Break menu just over a year ago, allowing customers to choose from a condensed menu of wings, sandwiches, salads and sides, with the goal of getting busy customers in and out of the restaurant in fewer than 40 minutes.

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