Jack Mashini: Leading Wing Snob’s Franchise Marketing Growth

As co-founder of Wing Snob, Jack Mashini has been instrumental in taking the brand from a single location to a rapidly growing national presence — with plans to hit 100 locations by 2025. Wing Snob stands out in the fast-casual space for its commitment to high-quality wings, inventive sauces and bold customizations — and Mashini’s marketing leadership has helped cement the brand’s reputation as a standout competitor in the chicken wing category.

“At Wing Snob, what I love most is watching our brand grow city by city through the hustle of our franchisees,” Mashini said. “Franchise marketing lets us scale a consistent message while still letting each location put their own local spin on it. Seeing someone new to the brand launch strong because the marketing worked — that’s the best part.”

From hyper-local influencer campaigns to AI-enhanced design tools, Mashini is leading the charge on Wing Snob’s fun, fearless and high-performing approach to marketing.

Jack Mashini: At Wing Snob, what I love most is watching our brand grow city by city through the hustle of our franchisees. Franchise marketing lets us scale a consistent message while still letting each location put their own local spin on it. Seeing someone new to the brand launch strong because the marketing worked — that’s the best part.

Mashini: For us, it’s all about driving traffic that converts to sales. If the marketing isn’t boosting orders — whether it’s dine-in, delivery or online — it’s not working. Our team focuses on performance, not just presence. Every campaign has to help franchisees grow their top line.

Mashini: One of the biggest wins we’ve had at Wing Snob is leaning into localized digital — paid ads, content, influencers — all hyper-targeted. The opportunity is helping franchisees dominate their local markets without losing brand consistency. The brands that figure that out at scale will lead the next wave of growth.

Mashini:

• AI helping speed up content and design

• Loyalty tools predicting customer behavior

• Local video ads outperforming generic ones

• Micro-influencers making an impact with real neighborhood reach

Mashini: I think we’ll see big brands — including Wing Snob — shift more national budgets into local digital. The future of marketing isn’t just reaching people; it’s reaching the right people in the right place with a message that feels personal. I think we'll see local efforts outperform national efforts more and more.