Buffalo Wild Wings ups the ante for Super Bowl OT, Krystal files for bankruptcy, and Starbucks sets sights on sustainability

Also: Marketing budgets are growing for digital ads and online efforts, Lego literally launches its newest model, millennials are more likely to impulse buy, and more.

Good morning, PR pros:

 If Super Bowl LIV goes into overtime on Feb. 2, viewers can gain more than a hangover and sore throat—Buffalo Wild Wings will give away free chicken wings.

The chain wrote in a press release:

According to Buffalo Wild Wings gaming partner BetMGM, the moneyline for the game going into overtime opened at +875, meaning a $100 bet would net $975 (including stake) if the game goes to OT. This translates to Vegas thinking America has approximately a 10% chance of winning free wings!

You’ll have to wait to claim your order, though: The offer requires consumers to dine in the United States or Canada on Feb. 17 from 4–7 p.m. local time.

Here are today’s top stories:

Krystal declares bankruptcy

The southeastern fast-food chain filed for Chapter 11 bankruptcy, citing obstacles that include changing consumer preferences, increased competition and online delivery services such as Grubhub and DoorDash. The filing comes after the chain hired a new chief operating officer and chief financial officer under a “revitalization plan.” It shuttered the doors on more than 40 locations in the past year.

The New York Times reported:

“The actions we are taking are intended to enable Krystal to establish a stronger business for the future and to achieve a restructuring in a fast and efficient manner,” the company said in a statement Tuesday.

Specialty grocery chain Lucky’s Market is also closing most of its 39 locations, and New York City’s Fairway Market is preparing to file for Chapter 7 bankruptcy and close all 14 stores.

Why you should care: As e-commerce and digital sales continue to increase, organizations must adapt or die. Unfortunately for many, adapting both communications strategies and business models to meet today’s consumer preferences happens too late to stave off layoffs and store closings. Being first to trends can represent risks, but being too late to get a seat on the bandwagon can mean your brand legacy is left behind.


 AdAge and Neustar recently released the 2020 Marketing Fact Pack, in which GroupM forecasted this year’s global marketing spending across media channels to increase 5.1% to $628 billion.

Image courtesy of AdAge.

Most of those increased budgets are being put toward digital marketing efforts: AdAge reported an 11.1% increase on internet marketing spending. In comparison, print is declining, with an 8.5% decrease in expenditures on newspaper marketing campaigns and an 8.2% decline in magazine marketing.

Image courtesy of AdAge.

How do these statistics stack up against your marketing budget this year—and where are you focusing your time and budget? Weigh in under the #MorningScoop hashtag.

Starbucks aims to become ‘resource positive’

The coffee chain’s chief executive, Kevin Johnson, announced Starbucks’ goal to cut carbon emissions, landfill waste and water use by 50% by 2030. To reach its lofty goal, the company is increasing plant-based menu items and testing reusable protects in efforts to cut down on single-use packaging.

Johnson said the ultimate goal is to become “resource positive.”

Why it matters: Whether to comply with regulations or to retain consumers who are looking for environmentally friendly options, your organization will probably have to make sustainability efforts a focus. You can secure a PR win for your brand by being proactive and setting those goals and strategies before you’re forced to do so.


The majority of millennial consumers (82%) are more likely to purchase products they like the first time they see them, which can give you motivation to spice up your next PR or marketing campaign. Read more of 5WPR’s study here, as reported by PR Daily’s Ted Kitterman.

Lego launches space station model

 On Feb. 1, the toymaker is releasing an 864-piece model of the International Space Station. Before its appearance on shelves, Lego couldn’t resist releasing the model into the stratosphere as well:

Why it’s important: The PR and marketing stunt was a fun way to launch a product and gave reporters at The Verge, GeekWire, Business Insider and more an attractive story to publish. Instead of pitching a boring press release laden with corporate-speak for your next product launch, consider an activity that highlights your offering in a new light.


We asked how important blogging was for your content strategy in the coming year, and many of you said that it wasn’t a top priority. About 38% said it was a low priority and almost 17% said they don’t have a blog at all.

However, one PR agency says blogs can be a useful tool for some of your biggest PR objectives:

How do these results square with your strategy for 2020, PR Daily readers? Are you surprised that more communicators aren’t investing in company or client blogs?


What part of the PESO model is getting the most of your attention in the coming year? Is paid or owned media overtaking earned media in your content mix?

Share your thoughts with the hashtag #MorningScoop.


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