Operations

2020 was Waba Grill's 'best year yet'

Provided

January 20, 2021

WaBa Grill reported Tuesday that 2020 was its best-performing year, beating 2019, which previously held the title. The California-based brand ended the year by setting new records in total system sales, which were up by 3% with over 25% of all business coming from digital sales channels, compared to 4.5% in 2019, CMO Mark Finnegan said in a company press release.

"Fortunately, we had systems in place prior to the pandemic that allowed for less of a learning curve for both our franchisees and guests already familiar with WaBa Grill," he said.

A variety of factors contributed to the success, including the unveiling of a refreshed mobile rewards app featuring a new look, additional member benefits and an improved guest experience with a simpler menu layout and order flow. WaBa Grill also executed a free delivery in response to the pandemic on all orders placed via the WaBa Rewards App or Wabagrill.com. Implemented in March 2020 and running through January 17, 2021, the brand absorbed the delivery charge. On the store level, the company debuted curbside pickup and installed easier-to-navigate menu boards.

"Due to the simplicity of our menu, our food is prepared quickly, and we have our packaging down to a science which served our guests and delivery drivers well for fast pickup," Finnegan said. "With updated technologies, marketing geared towards value and family, and the hard work of our dedicated franchise partners, we were able to achieve a financial performance that has the entire WaBa Grill system very excited about the future."

Along with many operational enhancements in 2020, WaBa Grill looked to its menu to find additional ways to bring guests added layers of convenience and financial relief. After experiencing a positive guest response, several test items became permanent fixtures on the menu including value-bowl combo meals, a healthy value menu with 10 items under $5 and the availability of a family feast, which includes food and drinks for four. Another incremental sales driver was the brand's weeklong promotion with Avocados From Mexico, in celebration of National Avocado Day, where guests received a free Half-ocado with the purchase of any entree.

"Consumer demand for convenient, affordable and healthy options will continue to grow, and it's a sweet spot that we've been perfecting for 15 years," Finnegan said. "Despite the many uncertainties brought on by 2020, our sales are evidence that there has never been a better time to invest with WaBa Grill."

WaBa Grill has 191 locations.