Franchising

Wing Zone undergoing facelift

Provided

August 17, 2021

Eight months after Capriotti's acquired Wing Zone, the 30-year-old chain is getting a new look featuring technology upgrades, a revamped menu, an energized restaurant design and experience, a new logo and other assets, according to a company press release.

"We have been given an incredible opportunity this year to reflect and evaluate what has made Wing Zone one of the most popular wing concepts over the last three decades and it's evident by our nationwide expansion and growing customer base that we offer tremendous value from a business and customer perspective," David Bloom, chief development and operating officer for Capriotti's and Wing Zone, said in the release. "We owed this rebrand to our fan-base of customers, franchisees and budding investors to experience our brand in an optimized and energized way."

Wing Zone has signed deals this year to bring 38 locations to markets across the country, and that number is growing quickly. With the help of a consulting firm, Livit, Wing Zone emerged with a renewed focus on optimizing the brand to distinguish itself in the industry and to optimize its operational efficiency, Bloom said.

Changes include a streamlined menu that puts the focus on its wings and tenders as well as in-shop curated music and a scent strategy. The chain is also using a more vibrant color scheme and trimmed down cook time to cubbies designed for quick, grab-and-go pickup and delivery options. In order to commit to an effective rollout system-wide, Wing Zone will introduce the new brand at five corporate locations in Las Vegas before implementing at other locations across the country.

Along with the technology focus, the brand developed a new logo and restaurant design that will help communicate the brand's mission and values in a more vibrant and energetic yet approachable way.

"After an immense amount of research into understanding exactly what our customers want, we are thrilled to launch the new Wing Zone concept that will meet those expectations head-on," Bloom said. "The wing category has traditionally been all about the sports fan but we believe it is so much more than that and are confident our new look and feel will speak to a broader audience — propelling us to even greater heights as a result."