Wingstop UK’s first CMO on scaling up, taking risks and ‘two-way respect’
Having built a dedicated “core audience” of young fans, chicken wing brand Wingstop UK is aiming to stay true to its “youth culture” roots as it scales.
Even on a Monday afternoon in January, Wingstop is extremely busy.
The smell of the food is probably the first thing to hit when you walk through the doors of the one of the chicken wing brand’s central London sites. The next thing you might notice is the music blasting. Another notable thing is how young the consumers generally skew. The predominant age group appear to be teenagers, either here in groups or with older adults.
This denotes how Wingstop has grown as a brand in the UK. Having been launched in the US in the 1990s, the chicken wing restaurant arrived on British shores in 2018. It now has over 50 locations and has been named by The Sunday Times as the “fastest-growing restaurant group” in the UK for two consecutive years.
