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Buffalo Wings El Salvador, a proudly Salvadoran brand with 27 store locations, aimed to enhance its customer experience, increase repurchase rates, and optimize operations and targeted campaigns.
With Leal's support, Buffalo Wings transformed its customer relationships. They achieved outstanding results, including raising their NPS to 92% and implementing hyper-focused marketing campaigns with conversion rates of up to 90%.
Four years ago, Buffalo Wings adopted Leal as a loyalty program to drive repurchases through rewards programs. Over time, they discovered that the platform offered much more: it enabled them to identify and understand their customers, gather and respond to clients' feedback, and design personalized, data-driven campaigns.
Buffalo Wings increased the percentage of identified customers, gaining access to demographic and contact data through their loyalty program. This allowed them to personalize campaigns and promotions, ensuring higher conversion rates.
Buffalo Wings consistently collected and responded to customer feedback using NPS surveys through their Voice of the Customer program. This resulted in a 92% NPS, identification and resolution of improvement areas, and the retention of customers previously identified as neutral or detractors.
Through Leal, Buffalo Wings implemented a points-based loyalty program with gamification and attractive rewards, promoting repeat visits and repurchases. The program also facilitated data access. “Leal Points,” highlighted in physical menus, remain a key draw for customers.
Buffalo Wings has launched ccampaigns segmented by branch and city, based on real-time customer data. For example, targeted campaigns addressed sales declines in two specific branches. In one case, the campaign achieved a 90% conversion rate within weeks.
“When we started with Leal, we saw it as a loyalty program to boost repurchases and increase sales. Over time, we realized it was also a tool for understanding customers and their perspectives. We've since recognized its full potential, making other solutions obsolete. We continue discovering its many advantages.”
— Manuel Quintanilla, Operations Manager, Buffalo Wings El Salvador
Founded in 2003 as a small restaurant with seven tables, Buffalo Wings El Salvador has become “The Wing Experts,” renowned for their original sauces and friendly atmosphere. Today, they have 27 branches with a focus on quality service and authenticity.
“For us, customer service is a priority. We aim to deliver the best experience and the highest quality in our products.”
— Manuel Quintanilla, Operations Manager, Buffalo Wings El Salvador
Buffalo Wings needed to promote repurchases and strengthen customer loyalty. With a predominantly in-person business model, they lacked tools to gather customer data, preventing them from:
Additionally, operational challenges such as sales drops in specific branches due to new competitors added to their concerns.
“Due to our in-person model, we couldn't capture customer data. We were operating blind. Leal helps us know who our customers are, what they buy, and how often. It has become a key ally for building and managing our customer database.”
— Victor Ayala, Commercial Manager, Buffalo Wings El Salvador
“Leal allows us to exceed our customers' expectations. Every time a customer visits one of our locations, they earn points and receive a satisfaction survey to measure NPS. These surveys allow customers to rate us organically and share their thoughts.”
— Manuel Quintanilla, Operations Manager, Buffalo Wings El Salvador
Buffalo Wings needed a solution that:
Using Leal, Buffalo Wings gained access to features that allowed them to understand their customers, listen to their feedback, respond quickly, communicate personally, and encourage repurchases.
Key functionalities include:
“Leal is a vital tool for listening to customers, identifying opportunities, and recognizing what we're doing well to replicate success across branches.”
— Victor Ayala, Commercial Manager, Buffalo Wings El Salvador
“When we started with Leal four years ago, we were using surveys with limited reach and very small samples. Today, we receive hundreds of ratings and comments each month from customers who visit just one branch. Four years ago, our NPS was 86%, and now we've managed to raise it to 92% with Leal.”
— Manuel Quintanilla, Operations Manager, Buffalo Wings El Salvador
“We maintain an internal resolution tracking system. Approximately 90% to 95% of customers who are approached after providing a negative or neutral rating revisit our store. The customer leaves satisfied with their new visit and experience. This outcome would be different if we didn't follow up. For us, NPS is a very important KPI, and it's equally important to each of our branch managers.”
— Manuel Quintanilla, Operations Manager, Buffalo Wings El Salvador
“Leal has helped us implement gamification in the customer experience and promote repeat purchases. We even highlight Leal Points in our physical menus. This is important to us because, through our rewards, we've driven and encouraged repeat customer visits and purchases. We've fostered loyalty and repurchases through Leal.”
— Victor Ayala, Commercial Manager, Buffalo Wings El Salvador
“We have launched targeted campaigns by branch. For instance, at one point, due to market conditions, our sales dropped in two specific branches. To address the situation, we designed a segmented campaign exclusively for those customers through Leal, using email and SMS. We are already seeing positive results, with sales reaching between 80% and 90% in one of those branches.”
— Victor Ayala, Commercial Manager, Buffalo Wings El Salvador
“I am very pleased to see how, with Leal, we have created a culture of listening to customers in our branches. It's no longer necessary to constantly oversee the stores; the branches now know how to listen and respond to customers to provide the best experience.”
— Victor Ayala, Commercial Manager, Buffalo Wings El Salvador
Buffalo Wings El Salvador found in Leal the perfect partner to understand customers, elevate the branch experience, enhance campaigns, and drive repurchases.
Buffalo Wings' success story highlights how Leal increases sales and improves operations in retail through data integration, customer feedback management, and personalized loyalty programs and campaigns—all via a comprehensive, tech-driven solution.
“Leal is a very easy-to-use platform that anyone can operate, including individuals in more operational roles who might not be familiar with using technological tools. (...) It's a solution that covers many aspects, essentially a CRM for retail customers. I believe that among the options available in the market, Leal has successfully integrated everything necessary into one place. I would even recommend it to brands with just one or two branches.”
— Victor Ayala, Commercial Manager, Buffalo Wings El Salvador
If you want to replicate Buffalo Wings' success or tackle other challenges, schedule a demo with one of our experts to explore how we can boost your business growth.