WINGSTOP: The Path to Becoming a Top 10 Global Restaurant Brand

FEATURE WING STOP : The Path to Becoming a Top 10 Global Restaurant Brand

Wingstop is hungry to spread its wings all over the world.

At Wingstop, we have our sights set on opening over 6,000 restaurants globally and are well-positioned to grow given the increasing, international demand for craveable and unique food. Our goal is simple: to bring our unique and highly differentiated flavors, with made-to-order premium chicken, in markets contiguous to our existing ones as well as countries with a sizeable population density. We are steadfast in our vision of becoming a Top 10 Global Restaurant Brand.

About Wingstop:

Founded in Dallas, TX, Wingstop has offered guests flavor without compromise since 1994. Beyond a chicken wing concept, Wingstop delivers a meal solution that encourages a flavor-focused, customizable journey fit for all kinds of consumers. Our unparalleled flavors matched with high-quality proteins and sides are the building blocks for our guests’ fanatic love for the brand. Wingstop is a publicly traded company at Nasdaq in New York (NASDAQ: WING) and operates and franchises over 1,500 locations worldwide.

A Category of One:

Chicken is the number one consumed protein in the world. However, no one does what we do like we do it. Wingstop is a category of one, offering consumers

RADEK PODRACKY

Director of International Development

Wingstop

a flavor-centric, shareable chicken wing experience unlike any other. Our highly portable model is our strength and can be customized to fit into market-specific needs and behaviors. With a small roster and streamlined operations allowed by an uncomplicated menu, Wingstop’s business is efficiently positioned to withstand volatility and uncertainty. The concept is simple to operate and provides convenience for our global consumers who are digitally savvy, including those who seek convenience of delivery and takeaway. In a world where consumers have more options than ever before, this enables our adaptability for on/off premise channels around the globe exceptionally well.

Wingstop’s Global Presence:

Currently, Wingstop operates in six countries outside the US, featuring locations in the UK, France, Mexico, the United Arab Emirates, Singapore, and Indonesia. Our international footprint started with our first Mexico franchised restaurant 12 years ago. Our Mexican footprint has exploded into over 100 locations with a development commitment to reach 200 by 2028.

Though we’ve started our global adventure 12 years ago, Wingstop is just getting started. Most recently, we announced a brand-new partnership in Canada to develop 100 restaurants over the next 10 years, and we’re planning to have a large presence in market in a fairly short period of time, starting with Toronto. Because of the nature of our brand, we fare well with a variety of asset types and are flexible in our approach to fortress markets. This includes ghost kitchen, small box, carryout/delivery only and more. With a strong demand in delivery, we will continue building the tech stack for our international markets to support the carry out business and set the technology foundation of the future.

Additionally, as we grow confident in our global growth strategy, we’ve also recently made our first direct investment with our UK Brand partner to accelerate our growth in the British market which we’ve entered late 2018. We’ve experienced great success in markets like the UK, where there were existing wing concepts, but Wingstop was able to offer a differentiated dining experience.

Wingstop’s Expansion Goals:

Before entering any new market, Wingstop is deliberate in understanding the consumer, adjusting our format to resonate locally while also retaining the core of our brand and what makes it successful in the United States. At the corporate level, we have a team dedicated to mapping out where we need to grow internationally while staying true to the Wingstop fundamentals. In markets outside the US, we tailor our expansion to keep regional consumers’ relevant preferences, needs and lifestyles top-of-mind.

A key focus will be broadening the Europe, Middle East and Asia Pacific regional markets, where we see immense opportunity for our expanding our global reach. In the Middle East as an example, we are striving to amplify our presence in Dubai, Abu Dhabi and Sharjah. In the Greater Gulf Countries, we’ve identified significant potential, thanks to the rising affluence of some economies, high digital penetration and consumer behavior when it comes to using restaurants brands on and off premise basis through delivery and carry out. We are laser focused on strengthening our brand’s presence in these regions, and beyond, with likeminded partners. We seek to work in partnership with our brand partners to fortify our global mindset.

Our growth is not slowing down anytime soon, which makes this a remarkable moment in time for Wingstop. We are looking to increase scale globally with organizations and individuals that are brand builders, world class operators, and well capitalized.

Charlie Morrison

Chairman & CEO

Wingstop

Nicolas Boudet

President, International

Wingstop