Putting underutilized convection ovens into use, Buffalo Wild Wings Director of Research and Development Sylvia Matzke-Hill launched a new line of Wild Flatbreads. The Margherita--marinara and honey barbecue sauce with chicken and cheese--is the newest.

Producing under such pressures can yield diamonds. Buffalo Wild Wings' new Wild Flatbreads, for example, required only one new ingredient, a cracker crust, and put the chain's underutilized convection ovens to use. They'd been standing idle since the units stopped baking sandwich breads last summer.

Combining the crust with the concept's 14 signature sauces, an existing chicken SKU (grilled, diced chicken used for salads and wraps) and already-inventoried cheeses and herbs, the opportunities for flatbread varieties are endless, Matzke-Hill says.

Starting last July, she and Buffalo Wild Wings' menu development team put together 20 potential flatbread builds. After evaluating and screening for viability, the team culled the list down to 10 options. These went to consumer research and taste panels, which picked the top three: Parmesan Garlic, Buffalo Chicken and Honey Barbecue.

Marketed as a limited-time offer October through December, the first three Wild Flatbreads, priced at $6.99 to $8.49 depending on the market, sold well enough to prompt their move to the core menu in January. Since then, they have been outpacing sales of the chain's best-selling appetizer, mozzarella sticks, $4.29 to $6.29 depending on market.

Of the first flavors, Parmesan Garlic is the surprise favorite. "As a wing sauce, Parmesan Garlic is not a top pick and is somewhat polarizing," Matzke-Hill explains. "But on the flatbread, guests love it."

Guests are ordering the 10-inch, eight-slice flatbreads as an appetizer and as an entree; sales are split and growing in both categories.

Riding out that success, Buffalo Wild Wings will launch two more flatbread varieties tied to promotions. The Margherita, topped with a blend of marinara and honey barbecue sauces, grilled diced chicken and mozzarella cheese, will be promoted as a complement to the chain's annual Margarita Mayhem beverage promotion running from April 27 until June. The Chicken Taco Flatbread, with queso sauce, chili, chicken, cheese, lettuce and pico de gallo, debuts June 1 as one of three new menu items developed to help promote Buffalo Wild Wings' late-night business.