Even though sales were down this quarter, Wingstop Inc. has not slowed expansion.
The chicken sandwich war has been nothing but profitable for the fast-food chains that join, and Wingstop will soon throw its hat in the ring.
After a successful May test run at 60 restaurants, Wingstop plans to roll out its chicken sandwich this September. “We have seen the lift it provided other brands who have made this move in the past,” said Michael Skipworth, president and CEO of Wingstop. “While it’s only a couple weeks into the UberEats national launch and without any advertising support, we are encouraged by the early results.”
Boneless Meal Deal
The fast-food chain is also acknowledging the value-driven consumer on a budget and, therefore, launched the Boneless Meal Deal – 20 boneless wings, four flavors, two dips and a large fry for $15.99.
“As we look to the balance of the year, we expect an increase of over 35% in the amount of ad dollars to be invested providing us with the firepower to drive top of mind awareness and consideration as consumers become more discerning with their dining,” said Skipworth.
Wingstop has also added Uber Eats to its list of delivery options alongside DoorDash, Grubhub and Postmates. With expanded delivery options, the restaurant has also expanded its footprint with 67 new stores opened in the second quarter.
The fast-food chain is also branching globally with its first restaurant in Canada and a development deal for South Korea in the works.