Marketing

Wingstop takes flight with upgraded loyalty program

Source: Wingstop

May 28, 2026

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Wingstop Inc. is launching its new loyalty program, Club Wingstop, and has tapped reality TV personality Maura Higgins to support the June 1 debut.

Club Wingstop members will receive offers and features including points-sharing, group ordering, early access to new flavors, limited-edition merchandise and special events. The Dallas-based company said the program is part of its ongoing investment in digital technology and customer engagement.

"This is bigger than points and perks," Chief Brand Officer Donnie Upshaw said in a press release.

"We're building a community where our most loyal fans get access to cultural experiences only Wingstop can deliver, while creating more ways for people to come together, stay in and make Wingstop part of their shared moments."

The launch also includes a limited-time "Club in a Box" package developed by Higgins. The offering includes a green beret, bag scarf, JBL Bluetooth speaker, Polaroid camera, custom matchboxes, Wingstop serving tray, gift card and more, packaged in a branded bag. Club in a Box will be available for 94 cents while supplies last.

Wingstop, headquartered in Dallas, operates and franchises more than 3,000 restaurants worldwide, with about 98% owned by franchisees. The company generated more than $5 billion in systemwide sales in fiscal 2025.