Franchising
Wing It On rolling out franchise initiative
June 22, 2020
Wing It On, a New England-based wing joint, is rolling out franchising initiative to accelerate U.S. expansion. With 12 locations open and in development, the brand wants to add locations in the Northeastern and Southeastern sections of the United States.
"We've been patient with our growth, primarily because we wanted to give all of our energy to our fans and the business at our first few locations, Co-founder and CEO Matt Ensero said in a company press release. "In the last 18 months or so we've been putting the infrastructure in place for growth, and I am 100 percent confident that the time is right…we're in a fantastic position to expand. The key to Wing It On, has been the true buffalo-quality wing — it's what sets us apart from other concepts along with maintaining excellent customer service, a fresh, always crispy product and a great reputation. Because of that commitment to high standards and our fantastic team in place, we're ready to bring Wing It On! to more wing nuts than ever before."
Founded in Waterbury, Connecticut, Wing It On also has locations in New Jersey and is adding at least four corporate locations in the Raleigh-Durham Triangle region with the first store set to launch this August across the street from the North Carolina State campus. Additional locations will open in Georgia, Alabama (Prattville), North Carolina, South Carolina and Massachusetts. Wing It On also opened a franchised location this month in Stratford, Connecticut, with a convenience store operator. It's also inked a franchise development deal with a multi-unit franchise restaurant owner to open three locations between Georgia and South Carolina. The first is slated to open this summer in suburban-Atlanta, according to the release.
Ensero said the flexible design makes it an attractive franchise model. Takeout and delivery, for example, drive 85% of store revenues, meaning overhead is low with just a small portion of the restaurant reserved for dine-in. Locations can range from less than 1,000 square feet up to 1,500 square feet. Since real estate flexibility is on its side and consumer demand is high, he said Wing It On plans to grow by targeting single-unit and multi-unit deals in growth markets including, Florida, Georgia, Alabama, North Carolina, South Carolina, Tennessee, New York and New Jersey with the goal of having 100 locations open and in development by 2024.
Offering a built-in digital experience that franchisees can leverage for online ordering, a mobile app and third-party delivery integration software, the digital operating model fosters a low initial investment and higher sales per square foot. It also has a food truck franchise option to drive additional revenues.
"Our team is committed to growing the brand alongside like-minded individuals that have the same dedication and commitment to exceptional wings and a phenomenal customer experience," Justin Egan, co-founder and CMO for Wing It On, said in the release. "With our low initial investment, small real estate footprint and strong returns, I'm confident individuals will recognize the great franchise opportunity we have to offer."
