News

Can 100 Wingstop units heat up the UK?

May 10, 2017

The United Kingdom is Wingstop’s next target. The global chain, which has 1,031 locations, plans to open 100 units there over the next 12 years as part of an agreement with Lemon Pepper Holdings Ltd, according to a company press release. The first will open by the end of the year. LPH will focus its efforts on adapting Wingstop to the United Kingdom, paying close attention to customer experience, branding and fit out, including a number of architectural design adaptations that should have positive effects for the rest of Europe, said Rita Sharma OBE, founder and CEO of luxury travel empire Bestattravel.co.uk, who is backing Lemon Pepper Holdings.

"My family and I are very excited to bring Wingstop to the United Kingdom," Sharma said in the release. "We have been assessing an investment into the food and beverage sector for some time and believe Wingstop is the right opportunity with the right team involved. Wingstop brings a new and exciting option to an under-served chicken category within the overall U.K. food sector."

Sharma's partners on the board include Saul Lewin and Boris Kofman of V2 Leisure, which was involved in launching Novikov in the United Kingdom in 2011, and brokered many of London’s high-profile restaurant openings, including Sumosan Twiga, Park Chinois, and most recently opened MNKY HSE in Mayfair; as well as Tom Grogan, co-founder of Lutti London, a privately owned real estate investment group, according to the release.

Wingstop will be the first fast casual restaurant for the newly established group; the founders have created a very strong operational team, advisory council and support structure with U.K. experience in brands such as Shake Shack, Five Guys, Pret a Manger, Cote Brasserie and Jamie Oliver’s Italian, said Larry Kruguer, president of International at Wingstop.

"The European market represents a significant international growth opportunity for Wingstop and a meaningful next step on our path to becoming a top 10 restaurant brand, meeting both franchisee interest and consumer demand," he said. "Lemon Pepper Holdings Ltd. has shown that they are very in tune to the type of brand experience the UK. consumer is looking for, and we are thrilled to have them join the Wingstop family. Rita Sharma is one of the most respected entrepreneurs in Britain and has built a highly successful company from the ground up. We look forward to working with LPH as we serve Europe — and the world — flavor."

The United Kingdom will mark the 10th international market outside of the United States, but the Company’s first foray into Europe.