Staffing

Wingstop shifting to 'digital, platform-based strategy'

Provided

August 17, 2021

Wingstop, which has over 1,600 locations worldwide, is investing in its digital strategy by promoting three executives on its technology-related team.

Former CTO Stacy Peterson is now EVP of Chief Digital and Technology Officer; Marisa Carona is serving as SVP of Chief Growth Officer and Stevie Benjamin is SVP of Digital Marketing.

"These changes support the significant investments Wingstop is making to drive one-to-one interactions with the more than 25 million guests in its first-party data platform and, with nearly 65% digital sales, support the brand's drive to achieve its stated goal of 100% digital transactions," Charlie Morrison, Wingstop Chairman and CEO, said in a company press release. Additionally, it allows the brand to further its transition from the traditional promotion-based marketing approach that is typically seen in the restaurant industry to a digital, platform-based strategy.

"As we continue making meaningful investments in our tech stack, we decided to take a page from the structure of many leading tech companies, which often house marketing and digital/IT functions together to supplement a 'MarTech' structure," Morrison said. "With this, we'll have two distinct agile and collaborative teams that focus on varying levels of communication to our guests. One which will lead 'micro,' one-to-one communication, and one which will lead 'macro,' one-to-many communication."

Peterson joined Wingstop in 2013, and the expansion of her responsibilities in her new role follows Wingstop's growth in digital sales throughout the pandemic and underscores the opportunity to engage guests through leveraging first-party data, according to the release.

Since joining Wingstop in 2015, Carona has been fast-tracking up the company ladder after leading key areas of the business including corporate strategy, ESG and training. She's also served as chief of staff to the CEO and VP of Strategy.

Benjamin, who joined Wingstop in mid-2021 as VP of Media after stints leading media strategy at MillerCoors, Target and Discover, is now leading the brand's national media and customer relationship marketing functions with a sharp focus on one-to-one customer marketing.

Founded in 1994, Wingstop Inc. is based in Dallas.