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Dozens lined up April 7 outside the new Buffalo Wild Wings GO on Rinconada Boulevard, where the first 50 customers received free wings for a year as part of their opening promotion. Some arrived hours in advance after seeing the offer circulate on social media.
“We saw it last second as it literally popped up on Instagram, said Keaton, who got there around 2:30 a.m. with friends. “So we were like, alright, let’s go.”
Customers continued to fill in through the morning as the location opened its doors.
The Las Cruces restaurant is part of Buffalo Wild Wings GO, a takeout-focused concept designed for quicker service without a traditional dine-in setup.
“It’s great to be a part of the community, an extended part of the community,” said Jesse Keevan, vice president of construction and facilities for the Merritt Group, a franchise operator in the region.
He said the location emphasizes convenience, with orders primarily handled through takeout and delivery platforms such as Grubhub, DoorDash, and Uber Eats.
The restaurant is located at 3310 Rinconada Blvd.
