The restaurant chain is making waves after reports surfaced over the weekend that soccer fans, and chicken and beer enthusiasts, waited over an hour at many locations across the U.S. just to get a seat to watch the games. Yet, consumers aren't the only ones flocking to Buffalo Wild Wings. Investors are getting in on the action—shares of the restaurant chain are up nearly 7 percent in the past five trading sessions alone.
Wunderlich Securities upgraded the company on Monday to "buy" and upped its price target to $180 per share, about 10 percent higher than current levels.
So, is it too late to get inon Buffalo Wild Wings?
"[Monday's] breakout was outstanding, but I actually think this rally is in stoppage time," said Auerbach Grayson's global technical analyst Richard Ross.
Ross admitted the stock has been on an incredible run, up more than 300 percent and has stayed above its 100-week moving average since the last World Cup in 2010, but advised not to chase the stock on its recent breakout.
"We're into resistance at the high end of this trend channel at the tail end of a fantastic five-year run," Ross said. "Consumer discretionary and restaurants are under pressure somewhat this year. This one's been an outperformer and outlier here, use that strength to sell into it. Take some profits on this World Cup hysteria."
According to David Seaburg of Cowen and Company, the fundamentals paint a picture of a stock that could be overdone.
"I think it's a great company with a unique concept," he said. "But they've benefited from a few things. Chicken wing prices have come down dramatically in the past year, the World Cup giving them a boost here, but the valuation, in my opinion, is stretched."
Seaburg's bottom line: The stock is expensive. "If you look at the S&P 500 restaurant index, this is trading at roughly ten turns higher. If you look back five years, it's traded historically at roughly six and a half times higher," he pointed out. "Don't get involved in the buy side."