Here’s Why Shares of Buffalo Wild Wings Are Falling by John Kell @FortuneMagazine April 26, 2016, 6:34 PM EDT E-mail Tweet Facebook Linkedin Share icons Shares of Buffalo Wild Wings tumbled more than 12% on Tuesday afternoon after the restaurant chain reported disappointing quarterly results. Executives said they hoped to improve the chain’s performance by placing bigger bets on lunch and upcoming soccer tournaments. A lot of the weakness in Buffalo Wild Wings’ bwld share price can be attributed to missing expectations. Total revenue for the first quarter actually jumped 15% to $508.3 million, while net earnings grew to $1.73 per share from $1.52 a year earlier. But Wall Street wanted more, calling for $530.8 million in revenue and $1.77 in profit. The softness was partly due to a drop in same-store sales, down 1.7% at company-owned restaurants and falling 2.4% at franchised restaurants. Those declines were also worse than what analysts, surveyed by Consensus Metrix, had anticipated. Executives told analysts during a conference call that the weakness was broad, not pointing to any particular region or problematic menu initiative. “We are focusing on sales-driving initiatives to regain momentum in 2016,” President and CEO Sally Smith said. To strengthen results for later this year, Smith outlined a few key targeted plans. They include: A greater focus on soccer. “B-Dubs” is already closely associated with America’s most beloved sport–football–but the chain sees an opportunity to lure in diners interested in soccer too. It touted a few key high-profile tournaments, including the UEFA Champions League (which is underway) and the 2016 UEFA European Championship and the 2016 Centennial Copa America, both starting in June. Betting bigger on lunch. Buffalo Wild Wings acknowledged that price-sensitive customers are shifting away from casual dining and looking more toward fast-casual, delivery, and takeout options. To help address that shift, the wing-focused chain is focusing more on how it can best serve the lunch crowd. That’s always been a weakness for the chain: as Fortune has reported, only one out of every five meals sold at Buffalo Wild Wings occurs during lunch, and that’s when fast-casual is strongest. The promotion of “Wing Tuesday.” Buffalo Wild Wings is testing a few options this June, but hasn’t yet committed to a full strategy on how to implement that program. The hope is that they’ll have a clear advertising and promotional strategy in place in time for the football season. Looking ahead, Buffalo Wild Wings projected per-share earnings for 2016 of $5.65 to $5.85 given recent sales trends and an increasing outlook for the cost of traditional chicken wings. Wall Street had projected a $6.10 profit for 2016.