Wingstop Inc. (WING): Business Model Canvas

Tauchen Sie ein in die köstliche Welt von Wingstop, wo ein sorgfältig ausgearbeitetes Geschäftsmodell ein einfaches Chicken-Wing-Konzept in ein... verwandelt 2 Milliarden Dollar Kraftpaket für Fast-Casual-Dining. Von innovativen digitalen Bestellplattformen bis hin zu strategischem Franchising hat Wingstop die Art und Weise revolutioniert, wie Amerika geschmacksintensive Wings erlebt, und die Herzen der Millennials, Sportfans und Food-Enthusiasten im ganzen Land erobert. Entdecken Sie die geheimen Zutaten hinter ihrem bemerkenswerten Erfolg und erfahren Sie, wie dieses Chicken Wings-Imperium strategisch ein Geschäftsmodell aufgebaut hat, das weit über das bloße Servieren köstlicher Chicken Wings hinausgeht.

Wingstop Inc. (WING) – Geschäftsmodell: Wichtige Partnerschaften

Partnerschaften für das Management der Lebensmittelversorgungskette

Wingstop arbeitet mit großen Lebensmittelvertriebsunternehmen zusammen, um ein konsistentes Lieferkettenmanagement sicherzustellen:

Partner	Jährlicher Vertragswert	Versorgungsabdeckung
Sysco Corporation	85,3 Millionen US-Dollar	62 % der gesamten Zutatenbeschaffung
US-Lebensmittel	47,6 Millionen US-Dollar	38 % der gesamten Zutatenbeschaffung

Lieferanten von Restaurantausrüstung

Strategische Partnerschaften mit Geräteherstellern:

• Middleby Corporation – Hauptanbieter von Küchengeräten
• Alto-Shaam – Spezialgeräte zum Kochen von Hähnchen
• Hobart – Großküchengeräte

Lieferplattformen von Drittanbietern

Lieferpartner	Prozentsatz digitaler Bestellungen	Provisionssatz
DoorDash	48%	25-30%
Uber isst	27%	22-28%
Grubhub	15%	20-25%

Franchise-Entwicklungspartner

Kennzahlen zur Franchise-Erweiterung:

• Gesamtzahl der Franchise-Standorte: 1.738 Restaurants
• Inländische Franchise-Abdeckung: 49 Staaten
• Internationale Franchise-Präsenz: 7 Länder

Investition in die Franchise-Entwicklung: 12,4 Millionen US-Dollar im Jahr 2023

Wingstop Inc. (WING) – Geschäftsmodell: Hauptaktivitäten

Hähnchenflügelproduktion und Menüinnovation

Im Jahr 2023 beschaffte Wingstop etwa 291 Millionen Pfund Chicken Wings. Das Unternehmen betreibt 12 verschiedene Wing-Geschmacksrichtungen und unterhält 5 permanente Menükategorien.

Wing-Geschmackskategorien	Anzahl der Geschmacksrichtungen
Klassische Flügel	5
Knochenlose Flügel	3
Spezialaromen	4

Restaurant-Franchising und -Expansion

Im vierten Quartal 2023 betrieb Wingstop insgesamt 1.943 Restaurants mit 1.697 inländischen und 246 internationalen Standorten. Franchise-Restaurants machten 96,3 % aller Einheiten aus.

Restauranttyp	Gesamtzahl	Prozentsatz
Inländische Restaurants	1,697	87.3%
Internationale Restaurants	246	12.7%

Entwicklung digitaler Bestell- und Marketingplattformen

Im Jahr 2023 machten die digitalen Verkäufe 55,8 % des Gesamtumsatzes aus, mit einem durchschnittlichen digitalen Bestellwert von 25,47 $.

• Downloads mobiler Apps: 6,5 Millionen
• Digitale Plattformtransaktionen: 71,3 Millionen
• Online-Bestellkanäle: Website, mobile App, Lieferplattformen von Drittanbietern

Markenmarketing und Customer Experience Management

Wingstop investierte im Jahr 2023 62,4 Millionen US-Dollar in Marketingausgaben und konzentrierte sich dabei auf digitale und Social-Media-Kampagnen.

Marketingkanal	Investitionsprozentsatz
Digitales Marketing	42%
Soziale Medien	28%
Traditionelle Medien	30%

Qualitätskontrolle und Standardisierung der Lebensmittelzubereitung

Wingstop unterhält in allen Restaurants strenge Qualitätskontrollprotokolle mit zentralisierten Zubereitungsstandards.

• Zertifizierungen für Lebensmittelsicherheit: ISO 22000
• Wöchentliche Qualitätsaudits: 100 % der Franchise-Standorte
• Standardisierte Garzeit: 7–10 Minuten pro Charge

Wingstop Inc. (WING) – Geschäftsmodell: Schlüsselressourcen

Proprietäre Wing-Rezepte und Kochtechniken

Wingstop verfügt ab 2024 über 11 charakteristische Wing-Geschmacksrichtungen. Das Unternehmen hat sich weiterentwickelt einzigartige proprietäre Rezepte mit speziellen Kochtechniken.

Kategorie „Flügelgeschmack“.	Anzahl der Geschmacksrichtungen
Klassische Geschmacksrichtungen	6
Spezialaromen	5

Umfangreiche Franchising-Infrastruktur

Ab dem vierten Quartal 2023 betreibt Wingstop:

• Insgesamt 1.930 Restaurants
• 1.697 Franchise-Standorte
• 233 firmeneigene Restaurants
• Präsenz in 47 US-Bundesstaaten
• Internationale Präsenz in 7 Ländern

Digitale Technologie und mobile Bestellplattform

Der digitale Umsatz machte im Jahr 2023 54,5 % des Gesamtumsatzes aus. Zu den Funktionen der mobilen App gehören:

• Digitale Bestellung
• Integration von Treueprogrammen
• Kontaktlose Zahlungsmöglichkeiten

Markenbekanntheit

Metrisch	Wert 2023
Gesamtumsatz	542,4 Millionen US-Dollar
Nettoeinkommen	98,7 Millionen US-Dollar

Zentralisiertes Lieferketten- und Vertriebsnetzwerk

Wingstop nutzt ein zentralisiertes Vertriebsmodell mit strategischen Partnerschaften.

• Hauptproteinlieferant: Tyson Foods
• Nationale Vertriebszentren: 3 Hauptstandorte
• Wöchentliche Flügelbeschaffung: Ungefähr 2,5 Millionen Pfund

Wingstop Inc. (WING) – Geschäftsmodell: Wertversprechen

Hochwertige, einheitlich zubereitete Chicken Wings

Wingstop beliefert ab 2023 jährlich 3,6 Milliarden Wings. Die durchschnittliche Wing-Portionsgröße beträgt 10 Wings pro Bestellung. Die Zubereitung von Hähnchenflügeln folgt strengen Qualitätskontrollstandards mit einer konstanten Kochtemperatur von 350 °F.

Flügelvorbereitungsmetriken	Jahresvolumen	Qualitätsstandard
Insgesamt servierte Wings	3,6 Milliarden	Konstante Temperatur
Durchschnittliche Bestellgröße	10 Flügel	350°F Kochen

Anpassbare Geschmacksoptionen und Menüvielfalt

Bietet 11 charakteristische Wing-Geschmacksrichtungen mit 100 % Individualisierungspotenzial. Das Menü beinhaltet:

• Klassischer heißer Büffel
• Cajun
• Zitronenpfeffer
• Knoblauch-Parmesan

Schnelles und bequemes digitales Bestellerlebnis

Der digitale Umsatz macht im Jahr 2023 54,5 % des Gesamtumsatzes aus. Die Zahl der Downloads mobiler Apps übersteigt 5 Millionen. Der durchschnittliche digitale Bestellwert beträgt 24,37 $.

Digitale Bestellmetriken	Leistung 2023
Prozentsatz der digitalen Verkäufe	54.5%
Mobile App-Downloads	5 Millionen+
Durchschnittlicher digitaler Bestellwert	$24.37

Erschwingliches Casual-Dining-Konzept

Der durchschnittliche Essenspreis liegt zwischen 12 und 15 US-Dollar. Bietet ein wertorientiertes kulinarisches Erlebnis mit einer wettbewerbsfähigen Preisstrategie.

Einzigartige, auf den Geschmack ausgerichtete Restaurantmarke

Betreibt im vierten Quartal 2023 weltweit 1.930 Restaurants. Internationale Präsenz in 14 Ländern. Anzahl inländischer Restaurants: 1.736 Standorte.

Kennzahlen zur Markenexpansion	Daten für 2023
Insgesamt globale Restaurants	1,930
Internationale Länder	14
Inländische Standorte	1,736

Wingstop Inc. (WING) – Geschäftsmodell: Kundenbeziehungen

Treueprogramm für mobile Apps

Das Wingstop Rewards-Programm meldete im vierten Quartal 2023 9,5 Millionen aktive Mitglieder. Der digitale Umsatz machte im Jahr 2023 52,4 % des Gesamtumsatzes aus. Die Downloads mobiler Apps erreichten 6,2 Millionen Unique User. Mitglieder generieren Treue 3,5x mehr Umsatz im Vergleich zu Nichtmitgliedern.

Metrisch	Wert
Aktive Treuemitglieder	9,5 Millionen
Prozentsatz der digitalen Verkäufe	52.4%
Mobile App-Downloads	6,2 Millionen

Social-Media-Engagement

Wingstop unterhält eine aktive Social-Media-Präsenz auf allen Plattformen:

• Instagram-Follower: 1,4 Millionen
• TikTok-Follower: 850.000
• Twitter-Follower: 320.000
• Durchschnittliche Engagement-Rate: 3,2 %

Personalisiertes digitales Marketing

Wingstop nutzt gezielte Marketingstrategien mit:

• Personalisierte E-Mail-Kampagnen erreichen 5,7 Millionen Abonnenten
• Conversion-Rate von 4,6 % durch digitale Marketingmaßnahmen
• Durchschnittliche Kundenakquisekosten: 12,50 $

Konsistente Kundendienststandards

Servicemetrik	Leistung
Durchschnittliche Reaktionszeit	2,3 Stunden
Kundenzufriedenheitswert	4.2/5
Beschwerdelösungsrate	94%

Interaktives Online-Bestellerlebnis

Funktionen der Online-Bestellplattform:

• Durchschnittlicher Bestellwert: 24,60 $
• Häufigkeit der Online-Bestellung: 2,7 Mal pro Monat und Kunde
• Plattform-Conversion-Rate: 6,8 %
• Mobile Bestellungen machen 42,3 % des digitalen Umsatzes aus

Wingstop Inc. (WING) – Geschäftsmodell: Kanäle

Mobile Anwendung

Im vierten Quartal 2023 meldete Wingstop 3,2 Millionen aktive digitale Nutzer über seine mobile Anwendung. Der digitale Umsatz machte im Jahr 2023 34,7 % des Gesamtumsatzes aus, wobei mobile Apps erheblich zu diesem Prozentsatz beitrugen.

Metriken für mobile Apps	Daten für 2023
Aktive digitale Nutzer	3,2 Millionen
Prozentsatz der digitalen Verkäufe	34.7%

Unternehmenswebsite

Die Website von Wingstop dient als direkte Online-Bestellplattform mit Integration über mehrere Geräte hinweg. Im Jahr 2023 wurden auf der Website etwa 1,2 Milliarden US-Dollar an digitalen Verkäufen abgewickelt.

Lieferplattformen von Drittanbietern

Wingstop arbeitet mit mehreren Lieferplattformen zusammen, darunter:

• DoorDash
• Uber isst
• Grubhub

Lieferplattform	Umsatzbeitrag 2023
DoorDash	42 % der Lieferung durch Dritte
Uber isst	33 % der Lieferung durch Dritte
Grubhub	25 % der Fremdlieferung

Essen im Laden

Wingstop betreibt zum 31. Dezember 2023 insgesamt 1.943 Restaurants, wobei 1.697 inländische Standorte und 246 internationale Standorte das Essen im Geschäft anbieten.

Drive-Thru-Service

Ab 2023, ca. 40 % der Wingstop-Standorte bieten Drive-Through-Dienste an, die ein wachsendes Segment ihrer Lieferkanäle darstellen.

Drive-Thru-Standorte	Prozentsatz
Insgesamt Restaurants mit Drive-Thru	40%

Wingstop Inc. (WING) – Geschäftsmodell: Kundensegmente

Millennials und Verbraucher der Generation Z

Im Jahr 2023 umfasst die Hauptkundengruppe von Wingstop 18- bis 34-Jährige, die 44,2 % des Kundenstamms des Restaurants ausmachen. Die digitale Bestelldurchdringung in diesem Segment erreicht 67,3 % des Gesamtumsatzes.

Altersgruppe	Prozentsatz des Kundenstamms	Prozentsatz digitaler Bestellungen
18-24 Jahre	22.7%	58.6%
25-34 Jahre	21.5%	72.4%

Sportfans und Wing-Enthusiasten

Wingstop erobert rund 12,5 % des Marktes für Sportgastronomie mit Spitzenverkäufen bei großen Sportveranstaltungen. Der durchschnittliche Bestellwert für Sportfans beträgt 24,50 $.

• Verkäufe an NFL-Spieltagen steigen um 38,6 %
• Verkäufe an NBA-Spieltagen steigen um 32,4 %
• Das Super-Bowl-Wochenende generiert zusätzliche Einnahmen in Höhe von 4,2 Millionen US-Dollar

Fast-Casual-Dining-Markt

Wingstop nimmt 3,7 % des Segments der Fast-Casual-Restaurants ein und erwirtschaftet ab 2023 einen Jahresumsatz von 2,1 Milliarden US-Dollar.

Marktsegment	Umsatzbeteiligung	Jahresumsatz
Fast-Casual-Dining	3.7%	2,1 Milliarden US-Dollar

Kunden, die sich auf Essen zum Mitnehmen und Liefern konzentrieren

Digitale und Off-Premise-Kanäle machen im Jahr 2023 63,5 % des Gesamtumsatzes von Wingstop aus, wobei Lieferplattformen 42,3 % dieses Umsatzes ausmachen.

• Wachstum der Online-Bestellungen: 27,6 % im Jahresvergleich
• Umsatz mit Lieferplattformen von Drittanbietern: 892 Millionen US-Dollar
• Durchschnittlicher digitaler Bestellwert: 28,70 $

Familien- und Gruppenessen

Familien- und Gruppenbestellungen machen 29,4 % des Gesamtumsatzes von Wingstop aus, mit einer durchschnittlichen Gruppenbestellungsgröße von 3,6 Personen.

Auftragsart	Verkaufsprozentsatz	Durchschnittliche Gruppengröße	Durchschnittlicher Bestellwert
Familien-/Gruppenessen	29.4%	3,6 Personen	$45.20

Wingstop Inc. (WING) – Geschäftsmodell: Kostenstruktur

Beschaffung von Lebensmittelzutaten

Im Jahr 2024 machen die Kosten für Lebensmittelzutaten von Wingstop etwa 30–35 % des Gesamtumsatzes aus. Das Unternehmen bezieht Chicken Wings von mehreren Lieferanten, wobei die durchschnittlichen Beschaffungskosten 2,15 US-Dollar pro Pfund betragen.

Zutatenkategorie	Jährliche Beschaffungskosten	Prozentsatz der Lebensmittelkosten
Hühnerflügel	187,4 Millionen US-Dollar	42%
Saucen und Gewürze	42,6 Millionen US-Dollar	9.6%
Andere Lebensmittelzutaten	214,3 Millionen US-Dollar	48.4%

Franchise-Unterstützung und -Entwicklung

Wingstop investiert erheblich in die Franchise-Unterstützung, wobei sich die jährlichen Franchise-bezogenen Ausgaben im Jahr 2023 auf insgesamt 24,3 Millionen US-Dollar belaufen.

• Franchise-Onboarding-Kosten: 15.000 $ pro neues Franchise
• Jährliche Franchise-Support-Infrastruktur: 8,7 Millionen US-Dollar
• Ausgaben für Schulungsprogramm: 3,6 Millionen US-Dollar

Digitale Technologieinfrastruktur

Die Technologieinvestitionen für 2024 werden voraussichtlich 17,2 Millionen US-Dollar betragen und sich auf digitale Bestellplattformen und Betriebssysteme konzentrieren.

Technologie-Investitionsbereich	Jährliche Ausgaben
Digitale Bestellplattform	7,8 Millionen US-Dollar
Betriebssoftware	5,4 Millionen US-Dollar
Cybersicherheit	4 Millionen Dollar

Marketing und Markenförderung

Die Marketingausgaben für Wingstop im Jahr 2024 werden auf 62,5 Millionen US-Dollar geschätzt, was etwa 5,8 % des Gesamtumsatzes entspricht.

• Digitales Marketing: 24,3 Millionen US-Dollar
• Traditionelle Werbung: 18,7 Millionen US-Dollar
• Social-Media-Kampagnen: 9,5 Millionen US-Dollar
• Werbeveranstaltungen: 10 Millionen US-Dollar

Betriebskosten des Restaurants

Die Gesamtbetriebskosten für Wingstop-Restaurants im Jahr 2024 werden voraussichtlich 415,6 Millionen US-Dollar betragen.

Betriebskostenkategorie	Jährliche Ausgaben	Prozentsatz der gesamten Betriebskosten
Arbeit	228,6 Millionen US-Dollar	55%
Dienstprogramme	62,3 Millionen US-Dollar	15%
Wartung	41,6 Millionen US-Dollar	10%
Miete und Belegung	83,1 Millionen US-Dollar	20%

Wingstop Inc. (WING) – Geschäftsmodell: Einnahmequellen

Franchise-Lizenzgebühren

Wingstop berichtete vom vierten Quartal 2023 19,6 Millionen US-Dollar an Franchise-Lizenzgebühren. Der Franchise-Lizenzsatz des Unternehmens beträgt 5,5 % des Franchisenehmerumsatzes. Die Gesamtzahl der Franchise-Restaurants betrug 1.943 Standorte, mit 1.736 inländische und 207 internationale Restaurants.

Metrisch	Wert
Franchise-Tantiemensatz	5.5%
Total Franchise-Restaurants	1,943
Franchise-Lizenzgebühren (4. Quartal 2023)	19,6 Millionen US-Dollar

Firmeneigener Restaurantverkauf

Wingstop ist in Betrieb 97 firmeneigene Restaurants. Im Jahr 2023 generierten diese Standorte Gesamtumsatz: 51,4 Millionen US-Dollar.

Digitale Auftragsprovisionen

Digitaler Vertrieb vertreten 64,4 % des Gesamtumsatzes im Jahr 2023. Der gesamte digitale Umsatz betrug 3,2 Milliarden US-Dollar.

Digitale Verkaufsmetrik	Wert
Prozentsatz der digitalen Verkäufe	64.4%
Gesamter digitaler Umsatz (2023)	3,2 Milliarden US-Dollar

Verkauf von Waren und Markenprodukten

Wingstop generiert zusätzliche Einnahmen durch Verkauf von Markenartikeln, obwohl konkrete Umsatzzahlen nicht öffentlich bekannt gegeben werden.

Einnahmen aus Catering und Großaufträgen

Große Auftrags- und Cateringeinnahmen tragen zum Gesamtumsatz des Unternehmens bei Schätzungsweise 15 % des Gesamtumsatzes stammen aus Gruppen- und Catering-Bestellungen.

Catering-Verkaufsmetrik	Wert
Prozentsatz des Catering-Umsatzes	15%

Wingstop Inc. (WING) - Canvas Business Model: Value Propositions

You're looking at what makes the Wingstop Inc. offering so compelling to both customers and, perhaps more importantly, to the franchisees who are putting up the capital. The core value rests on a focused menu that delivers on taste and convenience, backed by unit economics that keep the expansion engine running hot.

The specialization is key here. Wingstop Inc. doesn't try to be everything to everyone; it focuses on being the flavor expert for chicken. This focus allows for mastery over a tight, high-quality offering. You get specialized, cooked-to-order chicken wings and tenders, which are hand sauced-and-tossed in 12 distinct flavors. This limited but deep menu simplifies kitchen operations while maximizing flavor impact for the guest.

Convenience is baked into the operating model, not bolted on. This is an extreme convenience through a digital-first, delivery-centric model. For the fiscal third quarter ending September 27, 2025, digital sales accounted for 72.8% of system-wide sales. That high percentage shows how much the business relies on off-premise channels, which is a major value driver for modern consumers.

Honestly, the most powerful value proposition for the business itself is the industry-leading franchisee unit economics. Franchisees are committing capital at an accelerating pace because the returns are strong. The model supports industry-leading franchisee unit economics, with unlevered cash-on-cash returns still exceeding 70% on roughly $500,000 of upfront investment. This is the engine that drives growth, even when same-store sales face near-term headwinds.

The brand promises an affordable, high-quality fast-casual dining experience that works well for groups and families, even as domestic average unit volumes (AUV) hit $2.1 million as of the third quarter of 2025. This AUV figure is a concrete measure of the volume this focused menu can generate at the store level. The company also maintains a commitment to consistent product quality across all system-wide restaurants, which, as of the second quarter of 2025, numbered 2,818 locations, growing to 2,932 by the end of the third quarter of 2025.

Here's a quick look at the scale and the economics driving that value:

Metric	Value (Late 2025)
System-Wide Restaurants (Q3 End)	2,932
Domestic Average Unit Volume (AUV)	$2.1 million
Unlevered Cash-on-Cash Return (Franchisee)	Exceeding 70%
Approximate Upfront Investment (Franchisee)	Roughly $500,000
Digital Sales as % of System-Wide Sales (Q3 2025)	72.8%

The value proposition is also supported by the breadth of choice within the core offering. You can see the flavor variety clearly:

• Original Hot
• Lemon Pepper
• Garlic Parmesan
• Atomic
• Cajun
• Hawaiian
• Louisiana Rub
• Mild
• Spicy Korean Q
• Hickory Smoked BBQ
• Mango Habanero
• Hot Honey Rub

The company's total revenue for the fiscal third quarter 2025 was $175.7 million, showing the scale at which these value propositions are being delivered. Finance: draft 13-week cash view by Friday.

Wingstop Inc. (WING) - Canvas Business Model: Customer Relationships

You're looking at how Wingstop Inc. keeps its customers coming back, especially when consumers are feeling the pinch. It's all about digital integration and making the experience fast and rewarding.

High-engagement digital relationship via the Wingstop Rewards loyalty program

Wingstop Inc. is actively building out its high-engagement digital relationship through the forthcoming loyalty program, Club Wingstop. While the system-wide launch is scheduled for the second quarter of 2026, the pilot program, which began in the fourth quarter of 2025, is already showing promising early results. This platform is designed to strengthen repeat visits without relying on discounting, instead offering curated access to unique content, merchandise, flavors, and experiences. The foundation for this personalization is the MyWingstop proprietary tech stack, which has gathered data from 60 million guests as of Q2 2025. The company noted that sign-up rates and guest engagement are already ahead of expectations based on these early pilot results.

Automated and personalized marketing driven by digital order data

The digital focus means customer relationships are increasingly automated and data-driven. Digital sales were a massive 72.8% of system-wide sales in the third quarter of 2025, up from 72.2% in the second quarter of 2025. This high digital penetration feeds the MyWingstop platform, which supports improved marketing Return on Investment (ROI) and increased customer frequency. The company is also actively investing in broad-reach marketing, with advertising expenses reaching $65.5 million in Q2 2025. The national advertising fund contribution rate was increased to 5.5% from 5.3%, effective the first day of fiscal 2025. This spend supports campaigns like the new "Wingstop is Here" initiative, designed to broaden the top-of-funnel awareness beyond traditional game-day occasions.

Here are some key financial metrics related to advertising and digital sales for context:

Metric	Value (Latest Reported Period)	Period
Digital Sales as % of System-Wide Sales	72.8%	Q3 2025
Advertising Expenses	$65.5 million	Q2 2025
National Advertising Fund Contribution Rate	5.5%	Effective Q1 2025
Advertising Fees Revenue Increase (YoY)	$5.3 million	Q3 2025
MyWingstop Database Size	60 million guests	Q2 2025

Low-touch, high-convenience service model focused on carryout and delivery

Wingstop Inc.'s customer relationship is heavily weighted toward convenience, driven by technology in the kitchen. The AI-powered Wingstop Smart Kitchen platform is a core part of this, aiming for consistent speed of service. This system was installed in more than 2,000 U.S. restaurants by late 2025, with plans to reach all domestic units by year-end. Where adoption is highest, such as the Southwest region, stores are achieving consistent 10-minute service times. This operational efficiency supports the brand's unit-level economics, with Domestic Restaurant Average Unit Volume (AUV) standing at $2.1 million in Q3 2025. Management maintains a long-term goal of reaching $3 million AUVs, which they link directly to improvements from the Smart Kitchen rollout and the upcoming loyalty program.

Social media and influencer-led campaigns targeting Gen Z and Millennials

The brand's digital focus naturally extends to social media and influencer engagement, which is critical for reaching younger demographics. The company's trade area median household income is reported at $69.5K, indicating a strong appeal to budget-conscious consumers, including families. The "Wingstop is Here" campaign is specifically designed to broaden the top of the funnel across various demographic lines. The high digital sales mix allows for sophisticated segmentation, as seen in past paid social strategies that segmented audiences based on factors like lifetime value to improve conversion value. Customer loyalty metrics show that repeat monthly visitors ranged between 16.8% to 18.1% in the first half of 2025.

The focus on digital channels helps build relationships with these key segments:

• Digital sales accounted for 72.8% of system-wide sales in Q3 2025.
• The brand targets a median household income of $69.5K in its trade areas.
• The company is working to close a 20%+ awareness gap compared to QSR peers via new ad spend.
• The new loyalty program will offer access to exclusive content and merchandise.

Finance: draft 13-week cash view by Friday.

Wingstop Inc. (WING) - Canvas Business Model: Channels

You're looking at how Wingstop Inc. gets its wings-and its revenue-to the customer. The physical footprint is expanding aggressively, which is the foundation for all other channels. As of June 2025, the company reported having 2,818 total franchised and company-owned restaurants. This growth continued through the third quarter, with the global store count reaching 2,932 locations by the end of Q3 2025, a testament to the brand partners' confidence in the unit economics. That's a lot of locations serving the core product.

The real story, though, is how those sales are happening. Wingstop has successfully driven a massive shift to digital ordering, which is critical for managing throughput and capturing better customer data. Here's a quick look at the channel performance across the first three quarters of 2025, showing the scale of system-wide sales and the dominance of digital:

Metric	Q1 2025 (Ended Mar 29)	Q2 2025 (Ended Jun 28)	Q3 2025 (Ended Sep 27)
System-wide Sales	$1.3 billion	$1.3 billion	$1.4 billion
Digital Sales Mix	72.0%	72.2%	72.8%
Domestic Restaurant AUV	$2.1 million	$2.1 million	$2.1 million

The direct digital channel, using the Wingstop mobile app and website, is where the brand wants you to be. This push is about owning the customer relationship. By late 2025, the company had amassed a customer database of 45 million users across these direct channels. To be fair, this strategy is supported by better economics; in late 2024, the average check size from digital orders was reported as 20% higher than other order types. You'll notice the company reserves its best deals for these owned platforms.

• Promotions like the $0 Delivery Fee Wednesdays are valid only on orders placed via Wingstop.com or the Wingstop App.
• Deals such as $0.70 Boneless Wings Mondays and Tuesdays are explicitly noted as not available on third-party marketplaces.

Third-party delivery services like DoorDash and Uber Eats remain a necessary part of the mix, especially for reaching customers who prefer those ecosystems. Wingstop relies solely on these third-party drivers to carry food out for delivery orders placed through those external apps. Still, the company is clearly incentivized to migrate those transactions to its own app, as evidenced by the exclusive offers. The channel mix shows that even with third-party reliance, the overall digital penetration is incredibly high, hovering around 72% system-wide through the first three quarters of 2025.

Takeout/Carryout is the third pillar, blending seamlessly with the digital strategy. You can place an order through the app or website and select carryout, which still benefits from the direct-channel promotions. This channel is vital for the brand's unit economics, as it avoids the variable costs associated with third-party delivery platforms. The domestic restaurant Average Unit Volume (AUV) holding steady at $2.1 million across Q1, Q2, and Q3 2025 suggests that the combination of high-volume digital orders and efficient carryout is supporting strong performance at the unit level, even when domestic same-store sales faced headwinds.

Wingstop Inc. (WING) - Canvas Business Model: Customer Segments

You're looking at the core base that drives Wingstop Inc.'s growth, which is heavily skewed toward digital engagement right now. The primary target, as the brand continuously refines its focus based on sales data, is definitely the younger crowd: millennials and Gen Z. These folks prioritize convenience and customization, which is why the digital channel is so critical. Honestly, the numbers back this up completely.

The fast-casual diner segment is looking for that specialized, high-flavor chicken product, moving beyond standard quick-service fare. This group values the hand-sauced, dry-rubbed differentiation. The rollout of the AI-fueled Smart Kitchen platform, which has cut service speed in half to about 10 minutes in the 2,000 domestic units where it's live, helps keep Wingstop Inc. in the consideration set for a broader range of customers who need speed along with flavor.

When you look at the traditional audience, you see families and groups ordering for takeout or sharing. Trade area demographic data shows that the captured market has a median household income of $69.5K and includes a much higher proportion of households with children. Still, the company noted earlier this year that softening sales were seen mostly among Hispanic and lower-income guests, though economic headwinds in Q3 2025 broadened to affect more middle-income consumers in more geographies.

For the convenience seekers, the story is all about the channel mix. Delivery and digital are the main drivers, which is why you see that 72.8% figure for digital sales as a percentage of system-wide sales for the third quarter of fiscal 2025. This massive digital penetration, nearly double some competitors, shows where the transaction volume is coming from, even as domestic same store sales declined 5.6% in that same period. The overall system-wide sales still grew 10.0% to $1.4 billion in Q3 2025, largely due to new unit expansion and this digital strength.

Here's a quick look at how the Q3 2025 performance metrics relate to these customer segments:

Metric	Value	Context
Digital Sales Percentage (Q3 2025)	72.8%	Percentage of system-wide sales
System-Wide Sales (Q3 2025)	$1.4 billion	Total system-wide sales
Domestic Same Store Sales (Q3 2025)	-5.6% decline	Performance of existing domestic stores
Net New Unit Openings (Q3 2025)	114	New store expansion
Total Locations (Q3 2025 End)	2,932 units	Overall brand footprint
Repeat Monthly Visitors (H1 2025)	16.8% to 18.1%	Customer loyalty metric

You can see the brand is leaning hard into the digital experience to capture the younger, convenience-focused diner, even while managing a challenging environment for its more budget-sensitive core base. The brand opened 114 net new restaurants in the quarter, translating to more than 19.3% net new unit growth year-over-year, showing franchisee confidence remains high in the unit economics despite the comp sales dip. Finance: draft 13-week cash view by Friday.

Wingstop Inc. (WING) - Canvas Business Model: Cost Structure

You're looking at the core expenses that drive Wingstop Inc.'s operations as of late 2025. The cost structure is heavily influenced by commodity prices, aggressive marketing to fuel unit growth, and the ongoing investment in their digital backbone.

Cost of sales remains a key variable cost, heavily impacted by bone-in chicken wing price volatility. For instance, in Q2 2025, the cost of bone-in chicken wings saw a notable 13.2% year-over-year rise. To manage this, Wingstop's supply chain strategy, which moved away from the weekly spot market for most purchases in 2024, aims to create predictability for food, beverage, and packaging costs. For company-owned restaurants in Q2 2025, the cost of sales settled at 75.2% of sales.

Marketing spend is substantial, reflecting the push for brand awareness. Advertising expenses for the second quarter of 2025 hit $65.5 million, an 11.9% year-over-year increase from $58.6 million in Q2 2024. This is supported by the national advertising fund contribution rate, which increased to 5.5% from 5.3% effective the first day of fiscal Q1 2025.

Selling, General & Administrative (SG&A) expense shows a slight revision in the full-year outlook. While initially guided to approximately $140 million for FY 2025, the updated guidance for FY 2025 places SG&A between $131 and $132 million. This expense category includes significant investment in headcount to support growth.

The securitized financing completed in December 2024 is a major factor in the interest expense line. This transaction increased outstanding debt by $500 million. The initial FY 2025 guidance for net interest expense was approximately $46 million, but the updated guidance for FY 2025 is now approximately $37.5 million. In Q2 2025 alone, interest expense, net, was $8.5 million, with $7.3 million of that directly tied to the securitized financing.

Technology investment is a clear, ongoing cost. The push for the new proprietary platform, the Wingstop Smart Kitchen, is reflected in system implementation costs. The FY 2025 guidance includes system implementation costs of approximately $4.5 million. These costs were split across quarters, with $1.5 million recorded in Q2 2025 and $2.1 million in Q3 2025.

Here's a quick look at the key financial outlook figures for FY 2025:

Expense Category	Initial FY 2025 Guidance	Updated/Latest FY 2025 Guidance
SG&A Expense	Approximately $140 million	Between $131 and $132 million
Interest Expense, Net	Approximately $46 million	Approximately $37.5 million
System Implementation Costs (Included in SG&A)	Approximately $4.5 million	Approximately $4.5 million

You should also note the specific quarterly costs related to the technology rollout:

• Q2 2025 System Implementation Costs: $1.5 million
• Q3 2025 System Implementation Costs: $2.1 million
• Total System Implementation Costs (as per guidance): Approximately $4.5 million

The company is definitely spending to build out its digital and operational future. Finance: draft 13-week cash view by Friday.

Wingstop Inc. (WING) - Canvas Business Model: Revenue Streams

You're looking at how Wingstop Inc. (WING) actually brings in the money, which is heavily weighted toward its franchise partners. The core of the revenue generation is not selling wings directly from corporate stores, but rather collecting fees from the vast majority of its locations that are franchisee-owned.

The primary, recurring income source from the franchise system involves the ongoing royalty payments. This is typically set at a rate of 6% of franchisees' gross sales. Also critical is the mandatory contribution to the National Advertising Fund, which is currently set at 5.5% of sales, effective from the first day of fiscal 2025. This is an increase from the prior rate of 5.3% in fiscal 2024.

Another key component of franchise-related revenue comes from initial setup and expansion. This includes initial franchise fees and development fees paid by brand partners when they start a new location or commit to opening multiple units. For example, the initial franchise fee is often cited at $20,000 per store, with a development fee of $10,000 per store for multi-unit agreements.

While franchising dominates, Wingstop Inc. (WING) still operates a small portion of the system directly. As of the end of the second quarter on June 28, 2025, the company had 54 company-owned restaurants in the United States. Sales from these company-owned restaurants contribute directly to the top line, and for the fiscal third quarter ending September 27, 2025, these sales increased by $1.2 million year-over-year, driven by a 3.8% growth in same-store sales for those corporate units.

The overall financial scale of these combined revenue streams is significant. Total revenue for the twelve months ending September 30, 2025, was reported at $0.683 billion. To give you a snapshot of the quarterly flow leading up to that TTM figure, total revenue for the fiscal third quarter 2025 increased to $175.7 million.

Here's a breakdown of the key financial figures associated with Wingstop Inc. (WING) revenue streams as of late 2025:

Revenue Stream Component	Rate/Amount/Count	Notes/Period
Total Revenue (TTM)	$0.683 billion	Twelve Months ending September 30, 2025
Franchise Royalty Rate	6% of gross sales	Typical ongoing fee
National Advertising Fund Contribution Rate	5.5% of gross sales	Effective Q1 2025, up from 5.3%
Initial Franchise Fee	$20,000	Per unit fee
Development Fee	$10,000 per store	For multi-unit agreements
Company-Owned Restaurant Count	54 locations	As of June 2025
Company-Owned Restaurant Count (Latest)	55 locations	As of September 27, 2025
Q3 2025 Company-Owned Restaurant Sales Growth	Increased by $1.2 million	Compared to Q3 2024
Q3 2025 Royalty Revenue, Franchise Fees, and Other Increase	Increased by $6.8 million	Compared to Q3 2024

You can see the growth in franchise fees and royalties is tied directly to unit expansion. For instance, the increase in royalty revenue, franchise fees, and other revenue in Q3 2025 was $6.8 million, with $10.6 million of that due to net new franchise development, which was partially offset by a sales decline.

The revenue streams are clearly structured to benefit from scale through the franchise model, which is why unit growth is such a focus. The company is pushing for more locations, as evidenced by the 114 net new system-wide openings in the third quarter of 2025 alone, translating to over 19% unit growth versus the prior year.

The mix of revenue sources can be seen in the quarterly results, showing the relative contribution from owned versus franchised operations:

• Royalty revenue, franchise fees and other increased $6.8 million in Q3 2025.
• Company-owned restaurant sales increased $1.2 million in Q3 2025.
• Digital sales accounted for 72.8% of system-wide sales in Q3 2025.

Finance: draft 13-week cash view by Friday.