Page 16 - February 2022

COVER STORY - WinGstoP

Destination Flavour

What began in 1994 as a small buffalo-style chicken wing restaurant
in Garland, Texas that put flavour first, has become a global favourite
in the 28 years since and shows no signs of slowing down. Here, RLI

speaks with Nicolas Boudet, President of International at Wingstop
to discuss the company’s ongoing international expansion and what
has fuelled this ambitious and exponential growth.

s the name suggests, Wingstop is all about wings. But they for the company to pivot. It has required strong commitment by both
aren’t just in the wing business, they are in the flavour brand partners and Wingstop Restaurant International to maintain the
Abusiness and this combination of perfectly cooked chicken growth of the brand around the world.
wings and exquisite flavours takes these wings to another level. “Focusing on understanding consumer needs in this new
Today the company has more than 1,700 restaurants in seven environment, such as asset shift, off-premises channel focus, along
countries. The US is their largest market and is home to over 1,500 with supply chain readiness equipped Wingstop with the right tools to
units, while internationally they have sites in the UK, Mexico, France, continue growth moving forward,” explains Nicolas Boudet, President
UAE, Indonesia and Singapore. The largest international market is in of International at Wingstop.
Mexico, which has more than 100 restaurants, while there are 47 “The brand has been resilient and performed well during the
situated across Indonesia. pandemic and it is poised to continue expansion in 2022 by offering the
The last two years has seen markets suffer disruptions because of right product and the right customer service to consumers.”
the pandemic, which has led to an obvious shift in consumer behaviour With their four asset models, the company has been able to
towards off-premises and digital channels that meant it has been critical quickly extend their market penetration and increase their restaurant

24 Retail & leisuRe inteRnational JulY 2021