Roger David, who has a history of building and launching successful brands, took over as president of Buffalo Wings & Rings four months ago. The casual dining chain has expanded from six regional restaurants to 55 in 14 states since 2005 but the partners decided they needed to fine-tune operations to increase sales and expand further, Laura Baverman reports.

The company has begun a brand overhaul, analyzing everything from franchisee selection to the number of TVs to the technology used for order taking, she writes. “We’re taking a fresh, innovative, ‘anything is possible’ mind-set to the brand,” says David, who maintains that the key to success is creating a better experience for customers.