Buffalo Wild Wings wanted to capture both the popularity of espresso martinis and the rising demand for protein. And it wanted to do so in the most Buffalo Wild Wings way possible.
The result is the Espresso Proteini, a new spin on the trendy cocktail featuring 10 grams of Muscle Milk protein powder and an infusion of Buffalo dry rub. The drink will also be rimmed with the dry rub for good measure.
The (extremely) limited-time offer will be available Friday through Sunday in just five markets: Hendersonville, Tennessee; Shorewood, Illinois; Alpharetta, Georgia; Lemmon, Texas; and Orlando. Sunday is National Espresso Martini Day and is also the day brackets will be unveiled for the NCAA men’s and women’s basketball tournament.
It’s the latest new menu item to put protein front and center in a bid to win over health-focused consumers looking to boost their macros. Other examples include protein coffee at Dunkin’, Protein Pockets at Subway and High Protein Cups at Chipotle Mexican Grill.
But the Espresso Proteini might just be the weirdest.
“We loved the idea of introducing an unexpected flavor that delivers the signature taste of Buffalo Wild Wings into a cocktail,” said Tristan Meline, brand president, in an email. “While it may sound surprising, espresso paired with our Buffalo Dry Rub is a delicious combination.”
The cocktail by itself is priced at $12, but Meline recommended “doubling down” on the flavor profile by adding a side of six boneless buffalo wings for a total of $19.99.
And as for the limited release, Meline said, “since the Espresso Proteini is a first-of-its-kind offering, we chose to debut it in select markets for a limited time,” also noting the tie-in with National Espresso Martini Day.
Limited-time offers have come fast and furious from restaurant chains in recent years as they look to both drive traffic and generate buzz on social media. And more of them seem to be coming out of left field.
Wingstop this week launched a 32-ounce stainless steel ranch cup called the Big A$$ Ranch Cup, Dunkin’ is testing 48-ounce iced coffee buckets, and Smoothie King last year offered a Heinz ketchup smoothie. Taco Bell unveiled several head-turners at its recent Live Mas Live event, including an edible sauce packet and Baja Blast under-eye patches.
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