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To modernize its image, Buffalo Grill separates itself from the “cowboys and Indians” atmosphere

2021-11-23T14:58:32.536Z


The chain now wants to bet on a new slogan, “American BBQ”, and a new world of American “steakhouse”.


This is the end of a story that began 41 years ago.

Since its creation in 1980, the chain of restaurants dedicated to the grills Buffalo Grill has relied heavily on its “cowboys and Indians” atmosphere inspired by Hollywood westerns.

But the tide has apparently turned, and the brand will now put away its statues of Cheyennes and bison to modernize its image with a new logo and a new universe: "American BBQ".

Read alsoAuthorized purchase of Courtepaille by Buffalo Grill

In a video posted on social networks by the Marcel agency, a Buffalo Grill waiter is seen removing a huge statue of a bison from his restaurant under the saddened eye of a flesh-and-blood American Indian.

"Bye Bye cowboys and Indians"

, specifies the agency, and to add that

"Buffalo Grill is reinventing itself in" House of BBQ "".

In order not to rush its customers too much, the firm assures us that Buffalo Grill will continue to offer its famous welcome salad, and to offer birthday songs to its customers.

Debt restructuring

The Buffalo Grill chain, which, like the rest of the sector, had a difficult year 2020 with a 40% decline in its turnover to 320 million euros, according to information from BFMTV, had bought the brand at the end of the year. Courtepaille, another restaurant chain.

Also according to BFMTV, 80 million euros will be invested by Buffalo Grill in this restructuring, while the chain claims to have restructured its debt thanks to its shareholder TDR Capital.

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The cheeseburger recipe reinvented by Nicolas Guinebert

Source: lefigaro

All business articles on 2021-11-23

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