Name: Scott Nelson
New title: Chief marketing officer, Buffalo Wild Wings
Previous title: Vice president, head of marketing, Tatte Bakery & Cafe
Scott Nelson will take over Buffalo Wild Wing’s culinary and marketing efforts as chief marketing officer, according to a press release from Inspire Brands.
Nelson joins the chain after leading marketing for Tatte, a rapidly growing bakery-cafe chain based primarily in the Northeast and Mid-Atlantic regions, according to his LinkedIn profile. He brings further restaurant marketing experience from Panera, where he was a vice president of marketing from 2017 to 2021.
Inspire expects Nelson to “build on the brand’s strong foundation of sports-led marketing, award-winning campaigns, and culturally relevant storytelling that resonates with fans both in-restaurant and beyond,” according to the press release.
While Tatte’s vaguely Parisian branding might seem at odds with Buffalo Wild Wings’ sports bar atmosphere, the two chains both depend on differentiated experiences and design. For Tatte, the pastry case, espresso bar and cafe ambience are key points in their consumer experience.
Buffalo Wild Wings’ sports theme means the bar brand is focused on “innovating with food, drink, and atmosphere in a truly differentiated, culturally relevant, and experiential way,” Nelson said in the press release.
Casual dining has seen some strength in recent years, as consumer price sensitivity in fast food and fast casual has resulted in diners looking for experiential occasions that offer a more holistic value. Despite this industry shift, Buffalo Wild Wings’ U.S. store system has shrunk slightly, with a net 11 closures in its Sports Bar section since 2023, according to its franchise disclosure document. However, the chain’s fast casual spinoff, Buffalo Wild Wings Go, is growing rapidly, from 41 units in 2023 to 219 at the end of 2025, per its own FDD.
