From the Buffalo Wild Wings 3rd quarter conference call:
This quarter we'll introduce exclusive content and fun and social gaming opportunities to our guests through interactive TV screens, mobile apps and tablet-like devices. These new entertainment options will create more reasons for guests to come to Buffalo Wild Wings and will enhance the social and competitive atmosphere in our restaurants.
To help engage our guests with these new entertainment choices, we've created the new Guest Experience Captain position within our restaurants. Their role is to focus on interacting with guests in a way that helps customize each experience based on individual needs and interests. They'll encourage guest interaction with our new content, promotions and technology to create a truly unique experience. We expect to have about 100 company-owned restaurants using this new service model by the end of the year.