News

Wingstop launches dynamic social ordering platform

June 7, 2016

Wingstop debuted a multi-channel social ordering platform this week, stating it is the first of its kind and offers order-placing via Twitter and Facebook Messenger. A company news release calls the technology a dual-platform conversational tool that allows customers to order and customize choices with flavor options and sides selections. Check-out is also provided without consumers having to leave the social media channels. 

Here's how the new platform works:

• Tweet "order" or "#order" to @Wingstop or direct message via Facebook Messenger
• The customer then transitions to a private conversation with Wingstop to complete ordering
• Customer receives the nearest location and estimated pick-up time

No profile or previous engagement with the brand is required, according to the release, which stated the platform allows Wingstop to respond in real time to questions about common topics like allergy and nutritional information, flavors and other menu details. 
 
"Wingstop is social to the core — committed to building personal connections and engaging with our highly passionate customer base wherever they live, work and play," said CMO Flynn Dekker. "Wingstop has always engaged with consumers who talk about their cravings for our wings on social media. Now, we are giving those same fans a convenient way to place orders via social media right from their phones, tablets or even watches."
 
The new feature is powered by SaaS platform provider, Conversable. The brand plans to extend social ordering to other platforms in the future. 
 
"Digital ordering continues to contribute to Wingstop's rapid growth, with online orders representing more than 15 percent of our business today," said Wingstop CIO Stacy Peterson.