Buffalo Grill, a well-known restaurant chain in France, features red roofs and bison horn motifs at its 324 locations. Known for its meat-centric menu, the chain faces challenges from rising beef prices and changing consumer habits. The founder, Christian Picart, emphasizes the American experience in dining, while innovative strategies, such as sourcing local meat and creating new cuts, help maintain competitiveness. A refreshed decor celebrating the American outdoors enhances the dining experience, engaging families and patrons alike.
With their distinctive red roofs and bison horn motifs, Buffalo Grill restaurants are a familiar sight in commercial zones on the outskirts of cities. Boasting 324 locations, these eateries are impossible to overlook. For 45 years, patrons have flocked here for red meat offerings, ranging from budget-friendly €10 meals to lavish €30 XXL rib steaks, all served with unlimited fries. However, relying solely on meat amidst rising costs and a decline in beef consumption poses a significant challenge. So, what has allowed this brand to retain its status as the top sit-down restaurant chain for the French over the past decade? A dedicated team from ‘Sept à Huit’ provides an insider’s look in their latest report.
The Journey of Buffalo Grill’s Founding Vision
The Buffalo Grill story traces back to Christian Picart’s travels in the United States. Now 85 years old and retired for two decades, he remains actively involved by visiting the headquarters to share his insights. During the ‘Sept à Huit’ report, he examines new menu items that feature a design inspired by Route 66, the iconic highway stretching from Chicago to California. ‘Our customers embark on an American journey; they’re not just dining in a restaurant (…) Route 66 embodies the American experience that the French wish to explore, capturing the essence of the great outdoors.’ Christian nods in agreement, affirming: ‘This aligns perfectly with the Buffalo Grill theme.’
Innovative Strategies to Reinvent the Menu
While Buffalo Grill aims to diversify its offerings, the focus on meat remains central to its identity. In light of a staggering 40% increase in beef prices over the last four years, how does the chain maintain its competitive edge? The answer lies in their cutting workshop located in Bondoufle (Essonne), where a team of fifteen skilled butchers prepares eight tons of meat each day for all locations. Impressively, 90% of the meat is sourced from France, with the remainder coming from Northern Ireland, the UK, or the Netherlands. Their guiding principle is zero waste, made possible by an advanced slicer that replaces six butchers, ensuring precise cuts for optimal portioning. ‘Four cameras assess the shape of the meat. In this instance, we’ll yield seven beef chateaubriands, while the leftover 35g gets transformed into skewers,’ explains Alain Massé, the production manager.
To keep costs down on the rib steak, the menu’s priciest dish, Buffalo Grill opts for freezing the meat. ‘This allows us to navigate seasonal fluctuations. There are periods when this product is significantly cheaper,’ he notes. Indeed, during winter, suppliers often offer rib steak at half the price compared to the summer peak season. To keep meat enthusiasts engaged, the team constantly seeks out innovative cuts, as even with a dip in overall beef consumption due to ethical and environmental concerns, ‘restaurant-goers are still consuming as much meat as before.’ For a limited time, customers will have the chance to savor T-bone steak, a special cut imported from the United States, adding a unique twist to the menu.
In addition to new culinary offerings, a fresh ambiance is also part of Buffalo Grill’s revitalization effort. The brand is shifting its aesthetic, moving away from the traditional cowboys and Indians theme to celebrate the breathtaking American outdoors. ‘We’re immersing ourselves more deeply in the U.S. experience with a wealth of visuals. For starters, there’s a large map of America, with numbered tables corresponding to various states,’ shares Philippe, the owner of the Amnéville (Moselle) restaurant, known for its impressive revenue. Diners can opt to sit in California, and upon arrival at their table, they’ll be greeted by imagery of the Golden Gate Bridge, along with intriguing anecdotes about the state.
This fresh approach is paying off. ‘It’s delightful; we even engage the kids with geography quizzes. Here we are in South Dakota, and we can learn about the bison reserves,’ beams a family member. Meanwhile, a couple who wished to dine in Texas found themselves in Miami, smiling at the unexpected twist. ‘Isn’t it charming?’ they remark.