After removing Jammin’ Jalapeño from its menu three years ago, fans went to extreme lengths to demand that Buffalo Wild Wings bring back their favorite wing sauce.
They created and acquired more than 1,000 signatures on a Change.org petition and flooded social media, constantly reminding Buffalo Wild Wings that fans across the country desired the sweet heat that mixed jalapeño sauce with hints of tequila and lime. One superfan — @TheBlueWombat50 — even tweeted at the brand more than 200 times since 2017 in a desperate plea for Buffalo Wild Wings to bring back Jammin’ Jalapeño.
On November 19, all of that hard work paid off, when the brand announced the glorious sauce would return to its restaurants on a limited run.
“Since we took it away three years ago, invariably whatever we post on social will have some sort of commentary from fans about bringing back Jammin’ Jalapeño.
There’s more passion around our wing sauces than anything else, and we want to show that we listen to our fans.” Micah Hart, Director of Social Media, Buffalo Wild Wings
To make the announcement memorable, the Buffalo Wild Wings social media team searched back through three years and thousands of messages from fans to share the news — and in some cases, slid into their direct messages to coordinate sending Jammin’ Jalapeño gift packages — complete with bottles of the much-craved sauce.
“If you responded to a tweet that we posted within the last three years, we went back and replied to that comment to say Jammin’ Jalapeño is coming back,” Micah said.
“We think it’s been a fun surprise for our fans.”
In addition to social media announcements, Buffalo Wild Wings created videos designed to highlight the passion fans have around the Jammin’ Jalapeño sauce.
For Micah, his team couldn’t be more excited to be front and center for the anticipated return of Jammin’ Jalapeño, which is happening thanks in large part to social interaction.
“Social listening is one of the most critical pieces of the business.
This initiative with Jammin’ Jalapeño is an obvious one. But I don’t anticipate this being the last time something happens that comes from us listening to the community.” Micah Hart, Director of Social Media, Buffalo Wild Wings
Jammin’ Jalapeño will be available as a wing sauce flavor and will be sold in bottles in restaurants through February 17.