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I thought because it was originally called Buffalo Wild Wings & Wet, but according to Wikipedia:

Originally called Buffalo Wild Wings & Weck, from which the abbreviation BW3 was created, the restaurant became a franchise with more than 430 locations across 37 U.S. states. The original name and acronym, BW3, was intentionally reminiscent of the acronym TW3 popularly used in referring to the television show That Was The Week That Was, a show of which co-founder James Disbrow was a fan. The company later changed its name to Buffalo Wild Wings, but still uses the short name BW3 on occasion due to the common usage by patrons.