Article
New Wild Wing Cafe CEO has deep roots in fast casual, QSR
Restaurant industry veteran Tom Lewison has been tapped to help Wild Wing Cafe take flight.
September 5, 2014 by Brenda Rick Smith — Editor, Networld Media Group
The newly-appointed CEO of Wild Wing Cafe boasts an impressive resume.
President and COO of Bojangles' Restaurants Inc. Founder of Stone Mountain Grill. More than 20 years with Carl's Jr. Owner and operator of 22 Wendy's restaurants. Owner and operator of 15 Qdoba Mexican Grill units.
From quick-service to fast casual to casual dining, Tom Lewison tracks wind through nearly every corner of the restaurant industry. His new role puts him at the helm of the South Carolina-based 32-unit chain, even as he continues on as a franchisee with Wendy's and Qdoba.
Lewison worked his way up the ranks at Carl's Jr. from hourly worker to regional vice president. After 20 years with that brand, he took the plunge and decided to become a franchisee himself.
"My perspective is significantly different after becoming a franchisee," Lewison said.
He understands more deeply the challenges franchisees face, from negotiating real estate deals to managing cash flow, for example, and he's translating what he's learned as a franchisee into action as CEO.
"We're developing tools to help franchisees get past those speedbumps," he said.
Lewison is developing a matrix to help franchisees identify preferred positions in negotiating lease arrangements. The matrix identifies the best positions, as well as fall back options that might be acceptable. The matrix will help franchisees understand lease provisions which might not be favorable, and help them avoid bad deals.
Lessons learned
Lewison is also taking note of lessons he's learned running a fast casual restaurant and observing the industry.
"I believe our customer base votes with their wallet," he said. "They've told fast casuals they like the speed, they like the price, they like the quality."
To compete with other brands during the lunch daypart, Wild Wings Cafe offers an all-you-can-eat wing lunch during the week.
"Even though we are full service, we can turn transactions as quickly as fast casual and at a competitive price," said Lewison.
Some casual dining concepts have tried to compete with fast casual restaurants on price, said Lewison, but the move hasn't paid off.
"They've just lowered their average check and shrunk," said Lewison. "We're going to be true to who we are."
Limited time offers will also be part of Wild Wings Cafe's strategy.
"Those LTOs are meant to keep us relevant with our guests, with cravable items and product mashups," said Lewison. With more than 70 menu items, the restaurant has a wealth of options.
Lewison is particularly excited about the "Hail Mary," a decadent offering that invites comparisons to the KFC Double Down. The Hail Mary features a burger patty tucked between two grilled cheese sandwiches.
"We're keeping an eye on the burger segment and that portion of our business, and we think we're really competitive in that segment," he said.
Building the brand
Wild Wing Cafe's brand is built on "hot wings, cold beer and good times." The concept grew out of Super Bowl parties thrown by founders Cecil and Dianne Crowley. Their homemade wings and blue cheese dressing were always a hit. The Crowleys eventually launched their own restaurant on laid-back Hilton Head Island, S.C.
Entertainment is a significant part of how Wild Wing Cafe sets itself apart from other wing concepts. Wild Wing Cafes feature live bands – bands like Hootie and the Blowfish and the Zach Brown Band played there on the way up – and the company is investing in higher-end technologies that enhance the music experience. These technologies are a significant part of Wild Wings Cafe's new prototypes.
Wild Wing Cafe plans to open nearly 70 new restaurants during the next five years, bringing the system to a total of 100 units across the Southeast by 2018.
About Brenda Rick Smith
