Why do people call bww bw3

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Last updated: April 8, 2026

Quick Answer: People call Buffalo Wild Wings "BWW" or "BW3" due to its original name "Buffalo Wild Wings & Weck" when founded in 1982, with "Weck" referring to a kummelweck roll sandwich. The nickname "BW3" persisted even after the company officially shortened its name to "Buffalo Wild Wings" in 1998. The "3" in BW3 specifically represents the three words in the original name: Buffalo, Wild, and Weck. This nickname remains common among longtime customers and in some marketing materials, despite the official rebranding.

Key Facts

Buffalo Wild Wings was founded in 1982 by Jim Disbrow and Scott Lowery in Columbus, Ohio
The original full name was "Buffalo Wild Wings & Weck" until 1998 when it was shortened to "Buffalo Wild Wings"
The "Weck" in the original name referred to a kummelweck roll, a type of sandwich popular in Buffalo, New York
The company operated under the BW3 nickname for 16 years before the official name change
As of 2023, Buffalo Wild Wings has over 1,200 locations across the United States and internationally

Overview

Buffalo Wild Wings, commonly abbreviated as BWW or BW3, is an American casual dining restaurant and sports bar franchise specializing in Buffalo-style chicken wings. The company was founded on July 4, 1982, by Jim Disbrow and Scott Lowery in Columbus, Ohio, after they struggled to find authentic Buffalo-style wings in their area. The original establishment was named "Buffalo Wild Wings & Weck," with "Weck" referring to the kummelweck roll, a caraway seed and coarse salt topped roll traditionally used for beef on weck sandwiches in Buffalo, New York. The restaurant quickly gained popularity for its wings served with various signature sauces, ranging from mild to extremely hot. In 1991, the company began franchising, leading to rapid expansion throughout the Midwest. By 1995, Buffalo Wild Wings had grown to 35 locations across several states, establishing itself as a popular destination for sports fans and wing enthusiasts alike.

How It Works

The nickname "BW3" originated directly from the restaurant's original full name "Buffalo Wild Wings & Weck." When abbreviated, the three main components became BW3: "B" for Buffalo, "W" for Wild, and "3" representing the third word "Weck." This abbreviation became popular among customers and employees as a convenient shorthand for the lengthy original name. Even after the company officially dropped "& Weck" from its name in 1998 to become simply "Buffalo Wild Wings," the BW3 nickname persisted due to brand recognition and tradition. The company's ticker symbol on the NASDAQ stock exchange was BWLD from 2003 until 2018 when the company was acquired by Inspire Brands, further cementing the association with the BW abbreviation. Today, while the official branding uses BWW, many longtime customers and some marketing materials still reference BW3, creating a unique case of customer-driven nomenclature outlasting official corporate naming decisions.

Why It Matters

The persistence of the BW3 nickname matters because it demonstrates how customer habits and brand identity can transcend official corporate rebranding efforts. Despite the company investing millions in marketing as "Buffalo Wild Wings" or "BWW" since 1998, the BW3 nickname remains in common usage, particularly among longtime patrons and in regions where the chain first expanded. This phenomenon shows the power of early brand establishment and customer loyalty in shaping public perception. Additionally, the nickname serves as a historical marker of the restaurant's origins and evolution from a regional specialty concept to a national chain. For business historians and marketing professionals, the BW3 case study illustrates how informal customer abbreviations can become enduring parts of a brand's identity, sometimes more persistent than official corporate naming strategies.