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Wingstop takes online ordering systemwide

December 10, 2007

DALLAS — Wingstop has announced its decision to roll out online ordering systemwide, the result of the company's successful year-long test of online ordering.
 
The process, dubbed eWings, was tested in 120 Wingstop stores. According to Brad Williams, senior franchise business consultant for Wingstop, analysis of the findings showed the average check size of online orders was roughly double that of the average ticket in-store.
 
A separate catering menu built into eWings resulted in a significant source of additional revenues for the stores, according to a news release. The largest catering ticket to date was $1,731.98.
 
Williams also noted that incorporation of food shots for menu items added to eWings effectiveness. He estimated that 60 to 70 percent of the orders came from the combination packs featured on the right side of the landing page, and that one out of four customers opted for the half-dozen dinner roll suggestion at the end of the order process.
 
EWings ties in with Wingstop's e-mail marketing campaigns, allowing customers to opt in at the time of order for promotional offers throughout the year and on their birthdays.

 

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