The Buffalo Bills remain one of the leading teams in the NFL, even during what might be viewed as a less than stellar season, largely due to the presence of Josh Allen as the starting quarterback. However, consistent success is often elusive in a league marked by parity. This season, Allen’s passing game has frequently appeared disjointed and incomplete.
Many analysts attribute a significant portion of the team’s passing difficulties to the wide receivers, leading to calls for general manager Brandon Beane to make a move before the trade deadline to bolster the roster.
In 2024, Beane acted on this sentiment by acquiring wide receiver Amari Cooper mid-season. Regardless of opinions about Cooper’s stats (20 receptions on 32 targets for 297 yards and two touchdowns), his addition did enhance the team’s performance, as he attracted considerable attention from opposing defenses even when not targeted.
Tight end Dalton Kincaid could potentially fulfill that role more consistently in 2025, but his impact has been limited, largely due to injuries and some puzzling use in the game plan.
So, what should a talented but underperforming team do? Should they pursue a high-production wide receiver from another team, like Brian Thomas Jr., Chris Olave, Rashid Shaheed, or Jakobi Meyers? If so, keeping realistic expectations is crucial, as Cooper’s experience in 2024 serves as a warning.
This situation raises some uncomfortable discussions about the Bills, specifically regarding offensive coordinator Joe Brady and Josh Allen. The concern may rest not just on the personnel but on the offensive scheme itself. If Brady’s strategy is stagnant, the Bills risk repeating past mistakes regardless of personnel changes.
An example of this is running back James Cook III, who has been integral to the Bills’ offense. However, there are concerns that Brady’s approach is diminishing Cook’s potential, particularly in the passing game, despite Cook’s proven receiving skills during his college career. The current stat line—12 catches on 14 targets for 89 yards in seven games—does not reflect his capabilities or impact on the game.
