Student project helps chicken wing chain fly above the radar

GOODMAN BMA PROJECT HELPS CHICKEN WING CHAIN FLY ABOVE THE RADAR WITH STUDENTS

By Tiffany Mayer to attract more student diners, it didn’t enlist the help of a fancy marketing firm. Instead, Wild Wing in St. Catharines turned to their prospective customers for help. The business asked the student-run Goodman Brock Marketing Association (BMA) for ideas that wouldn’t leave the restaurant winging its marketing, all the while giving students real-world experience to cluck about on their resumés.

“It’s a benefit to both sides,” said Emily Sleegers, BMA President and third-year Business Administration student. “The goal isn’t to give them an exact plan of what to do but to inspire their marketing and give them ideas of what they can do. It’s a win-win on both sides because the company has nothing to lose.”

The project, which ran through the winter term, was one of four tackled by the BMA this past school year. Most BMA projects help non-profits or local startups, Sleegers explained, so working with an established national brand like Wild Wing was a challenge the student group readily accepted.

Goodman students in all years and programs gathered weekly under the guidance of two project managers to analyze Wild Wing’s current marketing tactics, where they fell short, and what it could do to get more students through the door at its Glendale Avenue location.

They continued collaborating and working remotely on the project when Brock’s campus was closed amid the COVID-19 pandemic.

The BMA determined early on with a survey that there was little recognition of the Wild Wing brand among students. To change that, the project group suggested Wild Wing connect with the Brock University Students’ Union about bringing a food truck to campus for events, and sending its mascot up the escarpment once in a while, too.

“One of the bigger (suggestions) to gear toward students is for the local location to connect with Brock,” Sleegers said. “They need to bring (Wild Wing) to students to get more students engaged.”

The BMA also found missed opportunities on social media where the local franchise could post more frequently, host competitions, and better use hashtags to get specials and important information in front of more eyes. The suggestion: hire a social media co-ordinator who reflects the target market.

Students from the Brock Marketing Association worked with Wild Wing in St. Catharines by analyzing their marketing tactics and suggesting

When the local franchise of a national chicken wing restaurant wanted

ideas to better attract student patrons.

Other ideas included selling more Niagara wine and beer, offering vegetarian and vegan food options, and emphasizing promotions to better compete with neighbouring restaurants selling chicken wings at lower prices. Wild Wing could also beef up its menu by adding Brock Badger-themed wings.

Delivery was also suggested so students without a car or easy access to transportation could enjoy Wild Wing’s fare.

The BMA’s findings and ideas were presented virtually to the company at the end of the term.

Gina Lambrinos (BA ’19), Social Media Co-ordinator for Wild Wing Hospitality Inc., is a Brock alumna and knew about the opportunity to work with Goodman students on the company’s marketing issues. Some of Lambrinos’s favourite projects when she was a student involved helping community partners with their marketing and social media.

Being on the receiving end of advice this time, Lambrinos said the BMA was able to do research and offer insight that would have been difficult to do on her own. She’s already tapped into some of the students’ ideas, including drafting a promotional plan for the entire chain, not just the St. Catharines store.

“When I suggested reaching out to Goodman, I did this because of the positive outcome that I had as a student, knowing that I accomplished a marketing strategy and opportunities to ensure success of a company’s product or business,” Lambrinos said. “I would gladly recommend other businesses work with Goodman BMA because of the external resources and new perspective the project managers and group had to offer.”

The BMA helps students flourish as much as it helps businesses grow, Sleegers noted.

Sleegers, who’s in her final year of marketing at Brock, got involved with the club in her second year to gain practical experience that would help her during co-op placements.

Joining the BMA made her resumé stand out, but it did something else for Sleegers, who wrapped up her term as club president in April.

“When I first joined in second year, I was always the quietest in the room. I was so shy. The fact I went to these meetings was a big thing for me,” she said. “It gave me a chance to grow and come out of my shell. It’s a very good club for personal development and growth.”