Wingstop – Expansion Course on Chicken Wings
Wingstop’s Head of International Development Alan Honan has outlined ambitious plans for significant growth, both in the United States and Europe. The US-based chicken wing chain aims to expand its presence in existing markets and enter new ones, targeting a global network of around 10,000 units.
The company’s impressive growth trajectory began 30 years ago. Founded in 1994 in Garland, Texas, by Antonio Swad, the first Wingstop location served as a test market to refine the concept and place chicken wings at the center of the menu. In 1997, Wingstop began franchising, marking the start of its expansion. Today, the brand operates over 2,300 units with a strong presence in states like Texas, California, and Florida.
With and Without Bones
Wingstop’s concept is built on two core products: Wings and Boneless—offering chicken wings with or without bones in portions of eight, ten, or twelve pieces. Customers then choose from eleven different sauces, ranging from Lemon Pepper to Atomic to Hawaiian, categorized into five levels of spiciness.
According to Honan, there were only 1,000 units in 2017. In the past 12 months alone, 300 new stores have been opened, demonstrating the rapid pace at which the brand is expanding. Internationally, Wingstop has set its sights on further growth. The first European market was the United Kingdom, where there are now 52 units. Other European countriesare soon to follow.
Focus on the Core Product
In addition to focusing on its core product and carefully selected franchise partners, Wingstop emphasizes digital transformation in its expansion strategy. A significant part of Wingstop’s recent strategy involves continuous investment in technology to optimize its online ordering service and app. This not only improved ordering options but also helped maintain stable sales during the COVID-19 pandemic, as many customers switched to delivery and pickup services.
Wingstop employs a strong, customer-oriented marketing strategy. By leveraging social media and influencer marketing, the brand has significantly increased its reach. The company effectively identifies trends and utilizes customer data to develop targeted campaigns that strengthen brand loyalty.
Overall, Wingstop has established a strong position in the fast casual sector through a combination of focused product strategy, technological innovation, and strategic expansion. According to Honan, the aim is to roll out this model across Europe.
Under the title “Supercharged for Growth,” Honan outlined how Wingstop intends to continue growing into a global company with approximately 10,000 units worldwide. A core aspect of this plan is digitalization, with the goal, as Honan stated, to drive digital ordering and payment services to 100 percent.
