Buffalo Wild Wings and CMO Seth Freeman part company

The chain says it's searching for a new marketing chief after Freeman departed before his 2-year anniversary.
Seth Freeman BWW

Buffalo Wild Wings (BWW) is searching for a new CMO following the departure of Seth Freeman, who held the post for less than two years.

No reason was given for the exit of Freeman, who came to the restaurant chain from the hotel industry.

Seth departed Buffalo Wild Wings this past month, and we thank him for the great passion he brought to the brand every day and for his leadership over the past two years,” chain president Lyle Tick said in a statement. “The process for hiring a new CMO has begun, and we will share an update when a selection is made.”

Marketing has figured large in BWW’s turnaround efforts since the casual-dining brand became a cornerstone for Inspire Brands, the holding company that was formed through the merger of the wings chain and Arby’s. Many of those efforts had been killed by BWW’s management while the chain was publicly owned.

Those measures have included a return to two-for-one bone-in wings on Tuesdays and a resumption of a buy-one-get-one deal on Thursdays.

The brand has also been aggressive on social media, a key channel in the turnaround of sister brand Arby’s. Two weeks ago, for instance, BWW bashed arch-rival Applebee’s for selling its wings under the virtual-restaurant brand name Neighborhood Wings.

Freeman came to BWW in the summer of 2018 from Intercontinental Hotels Group, where he had served as head of global brand and commercial performance for Holiday Inn.

Correction: An earlier version of this story incorrectly stated the chain president's first name as Lionel.

Members help make our journalism possible. Become a Restaurant Business member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.


Exclusive Content


Pricing has driven restaurant sales growth for the past 2 years

The Bottom Line: Restaurant sales have grown for most of the past two years. But they haven't kept pace with menu price inflation, suggesting the industry is saturated again.


Restaurants can learn some foodservice tricks from supermarkets

State of the Plate: Nancy Kruse, RB’s menu trends columnist, says grocers are stepping up their game, and restaurants need to keep up.


So you are opening a restaurant in a Walmart? Good luck with that

The Bottom Line: The retail giant is adding regional restaurant chains to its stores, giving them some key exposure. But there are some real drawbacks to pay attention to.


More from our partners