Wingstop Expands CMO’s Role to Chief Growth and Experience Officer

Wingstop is expanding CMO Maurice Cooper’s role into the new position chief growth and experience officer, according to a recent Nation’s Restaurant News article.

Cooper, who joined Wingstop as CMO last summer, will continue in his current role in addition to taking on the responsibilities of his new one, which includes overseeing end-to-end guest experience and leading revenue-driving initiatives for the franchise, according to the article.

Wingstop created the role of chief growth and experience officer amid a huge digital push for the brand. With approximately 25 percent of its revenue coming from digital sales, it stands to reason Cooper will work closely with Kevin Fish, SVP of digital, as the brand rolls out a new point-of-sale system and an updated website and mobile app experience.