How Wing Zone’s Delivery-Based Franchise Model Resulted in a 45-Percent Increase in YOY Sales

While foodservice brands across several segments have been struggling during this time, Atlanta-based Wing Zone has managed not only to survive but to thrive thanks to a delivery-centric business model, an exceptional franchisee support infrastructure and strong vendor partnerships. Now, as the country slowly starts to emerge, Wing Zone has continued to pivot its model in order to succeed during the next phase.

“For the month of April and May, our domestic sales were up 45 percent over the same months last year, which is truly unmatched when it comes to how other brands are weathering during this time,” said co-founder and CEO Matt Friedman. “There are a multitude of reasons for this success, but primarily it is because of the limited number of restaurants operating today, our safe, direct delivery model and the popularity of our product and menu. Consumers are looking for the most convenient way to get the food they love, and we provide it to them.”

**Still, even though the brand is well-positioned for today’s business landscape, Friedman points out how important it is to continue to be innovative and timely in order to connect with the changing consumer mindset. “Family meals are extremely important as more and more families eat together and having kids home from school,” said Friedman. “That is why we debuted a new promotion called the American Summer Classic on May 1, which consists of a $40 value meal — including 20 wings, an appetizer and a dessert — that we offer at $29.

Menu and sales growth

99. We’ve provided Pack Meals for years, but we wanted to offer some additional value for those who need it this summer.”

In addition to new consumer offerings, Wing Zone hasn’t stopped prioritizing franchise development. The brand recently signed on two new franchise owners, one for a traditional Wing Zone model in Myrtle Beach, South Carolina and the second for a full-service Wing Zone Grill & Tap restaurant in McAllen, Texas. As Friedman points out, franchisees across the Wing Zone system have been more engaged as the brand continues to support owners and communicate frequently and transparently.

In order to continue to thrive when it comes to franchise development, Wing Zone has made sure to adapt its discovery process to meet the current industry landscape. In fact, both of the new franchisees signed on after attending the brand’s virtual Discovery Day last month.

Franchise development strategy

“Our virtual Discovery Day allowed us to maintain our planned agenda digitally,” said Friedman. “Each member of the executive team was on camera discussing their expertise, including operations, marketing, training and more. We found it to be extremely productive and effective, and definitely something that we will continue as a step before meeting candidates in person.”

While everyone in the franchise industry is curious about the future of franchise sales, Friedman notes that he is more excited than ever about Wing Zone’s growth. “Many highly qualified candidates with a hospitality background may be out of work and will likely be eager for new business opportunities,” he said. “Now, more and more entrepreneurs are going to be looking to join winning franchise concepts in order to start their own successful business. Plus, the availability of financing and low interest rates may create a more attractive opportunity for franchise ownership.”

Another differentiator that makes Wing Zone an attractive franchise opportunity during this time is the brand’s strong supplier partnerships. While many other brands in the industry are experiencing supply issues, Wing Zone has been able to efficiently and consistently deliver supplies to all of their stores due to long-term relationships with vendors.

“There is no question that supply is tight right now,” said Friedman. “That is why our vendor relationships are so important. We've been doing business with some of our vendors for over 20 years**, so we are first in line when we need a product.

The most important thing is communicating with suppliers and franchisees so that everyone is on the same page. As a franchisor, it is our job to make sure franchisees get the products they need to be successful — it is not the franchisee’s job to source wings or french fries. We’ve worked very hard to ensure that franchisees can focus on daily operations and keeping customers happy.”

Since its founding in 1993, Wing Zone has set itself apart in the fast casual segment. Now, with an adaptable mindset, a simple business model and an exceptional support infrastructure, Wing Zone is helping franchisees weather an unprecedented storm and keeping its fanbase of Flavorholics™ satisfied.

“We are proud that we’ve been able to provide franchisees with the tools they need to succeed during this difficult time, and we are confident that Wing Zone is going to emerge from this time in a stronger position than ever before,” said Friedman.