It’s a name you hear tossed around, especially when game day rolls around or the craving for some seriously saucy wings hits: BW3. But if you’ve ever stopped to think about it, you might wonder, where does that ‘3’ come from? After all, the official name is Buffalo Wild Wings, no numbers in sight. It’s a question that pops up, and the answer, as is often the case with beloved brands, is a fascinating blend of practicality, branding savvy, and a touch of happy accident.
When James Disbrow and Scott Lowery first opened their doors in Columbus, Ohio, back in 1982, they actually called it Buffalo Wild Wings & Weck. The “& Weck” part was a nod to the beef on weck sandwich, a popular item in Western New York, the birthplace of the buffalo wing. However, they didn’t have any direct ties to Buffalo itself; the name was more about evoking the dish’s origin. Pretty quickly, though, they realized that “& Weck” wasn’t exactly resonating with folks outside that specific region, so it was dropped from the public-facing branding. What remained was Buffalo Wild Wings.
Now, here’s where the practicalities of running a business come into play. “Buffalo Wild Wings” is, let’s be honest, a bit of a mouthful. Imagine trying to fit that onto a sign, a logo, or even a social media handle. It’s long. So, as the chain started to grow, people – both inside the company and loyal customers – began looking for shorter ways to refer to it. You might have heard “B-Dub” floating around, which makes sense with the “B” for Buffalo and the “W” sounding like “double.” But then there was “BW3.”
The “3” in BW3 isn’t some secret code for three founders, three original sauces, or three locations. It’s more of a stylistic choice, a bit of branding flair. In the late 80s and 90s, it was pretty common for businesses to incorporate numbers into their names to make them stand out – think DSW or AT&T. Adding a “3” to BW gave the brand a modern, punchy feel. It also, interestingly, helped with trademark issues. Having a unique identifier like BW3 made it easier to distinguish themselves from other businesses with similar names.
What started as informal shorthand gradually gained momentum. By the late 1990s and early 2000s, the company itself started to embrace BW3, using it in some marketing materials, on employee uniforms, and even in digital spaces. They never officially changed their name, but they certainly allowed this nickname to become a part of their identity. It’s this kind of organic adoption, where customers and staff alike embrace a shorter, catchier name, that really embeds it into the brand’s folklore. You see it on marquees, hear it in conversations, and it’s become a distinct, community-driven moniker.
There are a few theories floating around about why the “3” specifically stuck, though the company hasn’t officially confirmed any. Some suggest it’s about visual balance, creating a memorable logo. Others speculate about area code associations or even a nod to the original three core sauce flavors (Mild, Medium, Hot). Whatever the exact reason, the mystery itself adds a certain charm to the BW3 nickname. It’s a testament to how a simple abbreviation, born out of necessity and a bit of creative flair, can become an integral part of a brand's story.
