Independent Operators

Wing It On moving up the pecking order with growth plans

Provided

January 26, 2023

Fresh off a year in which it grew by 70%, Waterbury, Connecticut-based Wing It On is adding a location to the Orlando metro area, which joins a ghost kitchen operating in downtown Orlando.

"When you have the best sauce in America, strong franchise operators joining our system and high-performing stores across the country, you're going to grab the attention of key stakeholders in our industry, and that's exactly what is happening," Matt Ensero, CEO of Wing It On, said in a company press release. "Many would be satisfied at this point, but we're clearly not resting on our laurels. We know there is so much yet to achieve and we're continuously focused on enhancing our menu offerings, operations and guest experience because the sky is the limit for us."

Wing it On offers wings and tenders as well as crispy chicken sandwiches, chicken and veggie dumplings, sides and fries.

"A critical component of growing our brand's prominence in the chicken wing and sandwiches category is opening in America's most attractive markets," Ensero said in the release. "When we enter densely populated areas, communities 'flock' to us," added Ensero. "By building a loyal following we catch the attention of operators and it continues our cycle of growth wherever we expand."

Takeout and delivery powered by third-party app relationships drive nearly 90% of store revenues, so overhead is kept low with just a small portion of the restaurant reserved for dine-in, Ensero said. Locations range from less than 1,000 square feet up to 2,000-plus square feet, depending on the market and demographics. Offering a robust digital experience that franchisees can leverage for online ordering, a mobile app and third-party delivery integration software, the Wing It On digital operating model fosters a low initial investment and higher sales per square foot. It also offers a food truck franchise option as an add-on to its brick-and-mortar stores to drive additional revenues.

The chain is seeking qualified single and multi-unit owners to help it expand; franchisees must have a minimum net worth of $400,000 and meet the minimum liquid assets requirement of $100,000.