“This is a convenience our customers want and expect,” said Flynn. “We want to thank Jordan Kimberg with LetsGet.net for doing a tremendous job of building in fantastic subliminal sales stimuli, suggestive selling and up-selling to create a best-of-class system for our brand partners.”
The process, dubbed eWings, was tested in 120 Wingstop stores. According to Brad Williams, senior franchise business consultant for Wingstop, analysis of the findings showed the average check size of online orders was roughly double that of the average ticket in-store, making the roll-out determination easy.
“The system creates real operational time efficiencies for our brand partners, especially on weekends, our busiest time,” said Williams. “We noticed customers really like the convenience of ordering online on nights of big games too.”
A separate catering menu built into eWings has resulted in a significant source of additional revenues for the stores due to the ease of ordering for large groups. Combination packs have been designed that include enough wings and sides for between 25 and 200 people and are customizable so customers can order their favorite wings, dips and sides within each package. The largest catering ticket to-date was $1,731.98.
“We love the up-selling and suggestive selling built in, because the system always suggests the perfect compliment to each order and is 100 percent reliable,” said Williams.
Williams also noted that incorporation of great food shots for menu items has added to eWings effectiveness. He estimates that 60 to 70 percent of the orders come from the combination packs featured on the right side of the landing page and that one out of four customers opt for the half dozen dinner roll suggestion at the end of the order process.
eWings also ties in with Wingstop’s email marketing campaigns, allowing customers to opt-in at the time of order for promotional offers throughout the year and on their birthdays.
Throughout 2008 stores will be coming online. In the meantime, customers can enter their zip code online to find the store with online ordering that is closest to them.
Wingstop offers restaurants with a nostalgic, aviation-themed atmosphere where the sole focus is on chicken wings. The chain also serves boneless wing strips that are made from 100 percent all-white meat chicken breast coated with a proprietary batter and breading. Wingstop features nine wing flavors, including Original Hot, Cajun, Atomic, Mild, Teriyaki, Lemon Pepper, Hawaiian, Garlic Parmesan, and Hickory Smoked BBQ. The wings are always made-to-order and served steaming hot. Customers can also choose from homemade side dishes including fresh-cut seasoned fries, bourbon baked beans, pearl potato salad, creamy cole slaw, vegetable sticks, rolls and assorted dipping sauces.