Wingstop launched a prototype of its “restaurant of the future” in Dallas, which will allow the chicken-focused fast casual to focus solely on delivery and carryout orders.
"[This] is a glimpse into the future of Wingstop — focused on 100% digital transactions, seamless back of house operations, ongoing flavor innovation, and a business model centered around our fans, who love to dine off-premise," Wingstop's Chief Growth Officer Marisa Carona said about the new concept in a statement.
"We're excited to continue optimizing the size and layout of our restaurants as we drive toward our vision of becoming a Top 10 Global Restaurant Brand."
Wingstop plans to use the location for rapid testing of new equipment, layouts and flavors, while providing a cashless, digital experience designed for carryout and delivery. In addition, the 1,300 square foot restaurant prototype has a modular design that enables a variety of configurations, serving as a blueprint for future restaurants.
Focused on the digital experience
Delivery and carry-out already account for the majority of Wingstop’s total orders. The prototype restaurant is focused on seamless digital orders for carryout guests and delivery drivers, featuring a lobby area without dining tables and an optimized back and front of house flow.
Ordering will be a totally cashless experience that occurs via in-restaurant QR codes or prior to pick up via the brand’s website or app.
In the past few years, Wingstop has experimented with a variety of virtual and other digital formats. In June 2021, the brand opened Thighstop, a virtual concept focused solely on chicken thighs due to the rising prices and shortages of chicken wings in the U.S.
During the company’s second quarter earnings call in July 2021, Wingstop CEO Charlie Morrison announced plans to open additional virtual brands in 2021 and 2022, stating that he was “excited about the potential this new restaurant format can offer.”
