Skip to content

Is Wingstop Ready for Competition?

April 20, 2011

In the land where beef reins as king, Wingstop is making its mark as the place to go for amazing buffalo wings. In a Dallas-Fort Worth competition with many contestants, Wingstop was only beat out by one family-owned and operated eatery. Whereas Wingstop features nine wing flavors, including Original Hot, Cajun, Atomic, Mild, Teriyaki, Lemon Pepper, Hawaiian, Garlic Parmesan, and Hickory Smoked BBQ, Nate’s Wing Barn, the winner, serves bone in and boneless wings and tenders (as does Wingstop) with 13 homemade wing sauces including PB&J. Yeah, I had the same reaction. Luckily for Wingstop, being the best wing shop in America isn’t all about the sauce—there’s the overall experience, complementary menu items, and popularity to take into consideration.

Wingstop has over 480 open restaurants to date and continues to launch new locations around the US and Mexico. This is much easier for them as compared to their competitors seeing that their store sizes are a quarter of the size of their competitors and the required franchise fees are approximately half. Without regards to the quantity of locations, Wingstop still knocks out the local one-off competition with their unique murals and artwork in each location. Not only does it enhance the brand, but since we all eat with our eyes first, the distinctive décor aids in our decision to choose Wingstop again and again. Their attention to detail and their fast, but smart growth initiatives combined with the fame of their national spokesman/Board of Directors member, Troy Aikman, has made Wingstop a major concept to watch. The only thing they need is an awesome agency of record to produce better media spots and then they would be a powerhouse in the making. This is my personal opinion only: Wingstop’s commercials suck. Sorry, but I had to put this in here somewhere. Aikman promotes them, Sears, and Reliant Energy. I’m sort of sick of seeing him, plus the commercials aren’t creative enough and don’t really take advantage of their theme.

While Wingstop gains ground and places like Hooters and Buffalo Wild Wings continue to become a thing of the past, another player in this wing game steps up to the plate with plans to catch up to Wingstop’s numbers.

Quaker Steak & Lube, a motorsports-themed family restaurant best known for its chicken wings and 25—yes, 25—specialty sauces, has modified its layout to develop a new prototype store concept with growth in mind. John Longstreet, president and chief executive officer of “The Lube,” as its close followers call it, said, “The new design is a huge part of our company’s expansion plans and an attractive investment for potential franchises. The 7,700-square-foot prototype store is going to play an integral role in our brand’s expansion throughout the next couple years.” To back this statement up, The Lube recently signed a record-breaking 16-restaurant development agreement to open stores in the New York and New England market. With deals like this in the works, we might just see new locations opening throughout the Midwest and southern U.S.

On Quaker Steak & Lube’s website, they also share other plans:

In addition to the major expansion… Quaker Steak & Lube® also plans on opening at least 13 more locations, including three company restaurants across the United States throughout 2011. The company restaurants will include the first of the new full size prototype and an experimental “Mini-Lube.”

If the “Mini-Lube” experiment works out, it might cause some major problems for current king of the wing. Will Wingstop be ready?

No comments yet

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s