Digital Purchasing
Strengths:
Offering both app and web online ordering – including delivery and pickup options – has helped Wingstop capture a broad base of digital customers. Moreover, Wingstop offers lower prices for customers ordering directly vs. 3PD – which encourages customers to order directly.
Growth Opportunities:
Expanding ordering options to include tableside and curbside would further increase digital appeal to customers, particularly as more restaurants reopen for indoor dining post-pandemic. Additionally, disallowing guest checkout would ensure Wingstop captures customer data on every digital customer. Finally, integrating rewards into direct ordering would give customers an additional reason for customers to bypass 3PD apps and order directly from Wingstop.
Personalization
Strengths:
By doubling down on digital ordering, Wingstop has built a CRM database of over 20 million members. This robust dataset enables Wingstop to develop highly personalized customer engagement tools – including targeted campaigns and tailored, 1:1 incentives.
Growth Opportunities:
Wingstop has already announced plans to launch 1:1 marketing efforts based on digital customer data. Engaging customers based on preferences, stage, location, and more will help Wingstop drive incremental revenue and increase customer LTV (lifetime value).