Nation’s Restaurant News: Wingstop Digital Sales Continue to Rise

Digital continues to become an increasingly important channel for many fast-casual brands. Wingstop Inc. saw the channel reach 19.7 percent of total sales in the fourth quarter of 2016, according to a recent article from Nation’s Restaurant News. The brand opened its 1000th location this year and has reported that digital orders yield a higher average check than an average call-in or store order.

“About half of all orders still come in over the phone,” said Charlie Morrison, Wingstop CEO and presiden, “and with approximately 75 percent of our mix as takeout, we are well-positioned to continue to grow our digital-ordering mix overtime.”

Wingstop continues to support the digital push with its marketing strategy as well. The brand started the year with a focus on digital with its first national digital campaign that launched in January along with national TV advertising in February.