December 4, 2014

To: Katie Moore, Barkley

From: Team B4 Consulting
Re: Wingstop POV
WINGSTOP POINT OF VIEW
INTRODUCTION
Purpose
A big opportunity exists to both amplify the positive experiences consumers already have
with the brand while also appealing to fast-casual Restaurant consumers who may be
unfamiliar with Wingstop. This point of view provides a recommendation on how Wingstop
can best appeal to its core millennial target market along with new strategies the brand can
use to maximize their interaction with the target and increase top-of-mind awareness.
The Competitive Framework
Wingstop competes in the fast-casual Restaurant industry, which is currently experiencing
significant sales growth. Specifically, a 11.3 percent increase in sales, according to
Technomics 2014 Top 500 Chain Restaurants report. A recent study by Brand Keys found
42 percent of millennials have visited a fast-casual restaurant in the last year and 90 percent
of millennials crave tastier, healthier, and more customizable options than fast food.
Wingstop and other fast-casual segment restaurants are perceived as healthier, and a more
personalized alternative for consumers limited on time. A survey by Nation's Restaurant
News discovered most millennial fast-casual consumers (54 percent) are willing to pay a
slightly higher price for better food quality (good taste and more healthy).
Wingstops competition in the wing segment of this market has grown exponentially in the
last few years. According to Technomic, 22 restaurants added chicken wings to their menus
last year. Wingstops direct competitors in the fast-casual industry are Buffalo Wild Wings,
Hooters, Zaxbys, Chick-Fil-A, and Pizza Huts Wingstreet. As a portion of the fast-casual
market, the chicken sub-segment is the third largest in the fast-casual industry with about 20
percent of traffic going through establishments such as Buffalo Wild Wings and Hooters
solely for the wings.
Wingstops top fast-casual indirect competitors are Chipotle, Panda Express, Panera Bread
Co. and Noodles & Company. However, it must be kept in mind that indirect competition
for chicken wing providers is not just limited to the fast-casual industry -- it also includes
fast food chains, full-service restaurants and grocery stores.
RECOMMENDATIONS
Summary
Wingstop should pursue millennials by emphasizing the sense of community associated with
their wings. In order to accentuate this perception, the brand should personify itself as a member
of the crew and a gathering occasion for friends through a focused brand voice. In addition to
this, Wingstop should communicate their function as a catalyst for creating deeper, personal
connections as well as working to bring locals together through community building.

The Target
The recommended target can be described as the following:
Male and female millennials (18-24 years of age)
All ethnicities
Are busy and involved, but love being social
Want a sense of belonging
According to the National Chicken Council, women (77 percent) are just as likely as men
(82 percent) to eat chicken wings. When considering ethnicity, research from the USDA
shows different races consume around the same amount of chicken. Considering both
statistics, it is important that Wingstops advertising appeals to both genders and all
ethnicities in order to stay top-of-mind in those most likely to buy wings.
Arguably, the psychographics of the audience are more important than their demographics
and geodemographics. Our target audience are social balancers at their core. They are busy
and involved, but staying social is an integral part of their daily lives. When they look at
their lengthy to-do lists, Social Balancers will always try to fit in a social element, even if it
means multitasking. For example, you need to eat, so why not catch up with a friend over
lunch or coffee? Even when social interaction is not in-person, our target uses the latest
technology to keep up with their friends and the groups they are involved in.
Ultimately, our target craves a sense of belonging and wishes to be a part of something more
-- something larger than themselves. Our primary research uncovered that food plays a
variety of roles in the lives of our consumer. In todays age, with thousands of brand voices
trying to stand out from the crowd, Social Balancers are very picky on what they allow to
grab their attention. In our primary research and through social listening, we found
Wingstop currently toes the line between being another brand among many and being a
brand that consumers see as an important part of their treasured friend group. Current
competitors talk at consumers; Wingstop can truly talk with them, with engaging content to
make the brand feel like a natural fit in the lives of Social Balancers.
The Positioning
Wingstop should position itself as an integral addition to the targets social community by
focusing its brand voice, emphasizing it social function and highlight the ways it works to
build the community.
Turn Friends Into Family
The primary research uncovered that Social Balancers value connections with their friends.
Despite being involved in so many different things, they always try to fit in catching up with
those they care about, especially if they can multitask and do it while accomplishing
something else. Via social media and in-person conversation, Social Balancers try to stay
connected and updated on their friends and family as much as possible.
Wingstops campaign will show Social Balancers how their brand helps turn their close
friends into something even more. Much like the brand showed in their recent national TV

spot, this positioning will constantly show Wingstop as the community center, whose tone is
less of a large corporation and more like one of the crew.
In the eyes of our target, Wingstop will always be present at those good times and will
inspire new experiences with the people who mean the most to the Social Balancer.
Wingstop can meet Social Balancers wherever they are, and make it easier and more
convenient for Wingstop to be at the center of social occasions. By being present at those
enjoyable, bonding moments with friends, the consumer will associate Wingstop with their
crew becoming more of a second family than simply a group of friends.
Focusing Brand Voice
As noted in research, Wingstop currently has a strong presence on Facebook, Twitter and
Instagram. They have strong interactions in the form of replies and re-posting user generated
content on all these social media sites. In order to become part of the crew, they should
create an overarching and consistent brand voice throughout all mediums.
Having a unified brand voice across all social platforms will allow Social Balancers to
associate with Wingstop on a deeper, more personal level -- to see Wingstop as more than
just a brand. Wingstop needs to use this brand voice at every level: on social media, in-store
with employees interactions with customers, and on their advertisements. For example,
encouraging Wingstop employees to build relationships with their local customers will help
drive repeat sales, because our target likes to be treated as individuals, not just another
customer making a purchase.
Community Building
The Social Balancer seeks a deeper connection in every aspect of their life. They want to
know that they are making a difference, even if its small. The target wants to be a part of a
bigger picture that sometimes gets lost in their social media and consumerism-flooded life.
Wingstop has the opportunity to reflect this genuine characteristic of the Social Balancer.
Corporate social responsibility serves a key role in the mind of millennial consumers and
gives the company an opportunity to give back.
Wingstop can sponsor local philanthropy events, such as encouraging an employee day of
service or profit-share programs with community charities. Corporate social responsibility
demonstrates to the target that Wingstop is a member of the community, a member of their
crew, and a company that truly cares about their consumers.
Not only does this appeal to the target, it also embodies the sense of the community and
socialization and allows the Social Balancer to interact with Wingstop on a deeper,
meaningful level, aside from just making transactions. The target wants the brands they
choose to reflect their values and connect with their communities in a more meaningful way.

Wingstop Creative Brief

Amelia Lennaman
Devin Holland
Brooke Schwab

Why are we advertising?

To position Wingstop as the social restaurant within the fast-casual wing category and
educate current and potential consumers on how Wingstop can bring friends closer together
and is part of their crew and community.
Who are we talking to?
Social Balancers are male and female millennials (18-24 years of age) of all ethnicities.
They are extremely involved and their schedules are usually packed with schoolwork,
meetings, extracurricular, sports, friends, jobs and clubs. Despite having limited time during
their days, the target is social to the core. When they look at their lengthy to-do lists, Social
Balancers will always try to fit in a social element, even if it means multitasking. Keeping
up with friends is an integral part of their daily lives, whether its in-person, like catching up
over a bite to eat or via social media. Ultimately, our target craves a sense of belonging and
wishes to be a part of something more -- something larger than themselves. However,
Social Balancers are very picky on what brands they choose to interact with, because they
see the brands they choose as a reflection of themselves.
Consumer Insight
Sometimes it feels like Im just running from one thing to the next. My life seems like a big
to-do list at times, but I never lose sight of whats important to me. Ill always make time for
my friends, even if it means catching up with them while we are doing something else. But
my friends are more than just friends -- in many ways, they are my second family. I value
their opinions and know they have my back when Im having a rough day. Ill go out of my
way to stay connected with my group, and some people tell me I spend too much time on
Facebook and Twitter... but its a great way to keep in touch with peoples lives when Im
busy and on the go. I want to do it all while also feeling as though Im part of something
bigger. I want the things I do to matter, and I want to keep close with the people who matter
to me.
Key Takeaway
Wingstop is more than just a restaurant; its what brings friends and communities together.
Support
Members of the target are social beings who love being with friends and want to feel
a deep sense of belonging
In the minds of current consumers, Wingstop is not only a restaurant; its a facet of
their community.
Social Balancers arent just buying their dinner -- the brands they choose to buy
reflect their values.

Tonality
Conversational, Upbeat, Personal

Mandatories
Logo
Updated website / mobile app / social media
Creative Sparks
Other wing places are too noisy and too full of distractions. If there isnt a game on,
Id rather focus on my friends than whats blaring on the TV.
Eating is just as much about the people sitting around me as it is about the food.
I want to be a part of something bigger. Do something that will impact the people
and the things I care about in a positive way, and then Ill care.

Analysis
Introduction
Wingstop is a top competitor in the wing category of the fast-casual industry. It was founded in
Texas in 1994 and began franchising in 1997. Today, Wingstop has over 650 restaurants
worldwide. They have a limited menu with a focus around chicken wings and sides. Although
they have significant market share, they are often overshadowed by the larger brands in the wing
category, such as Buffalo Wild Wings. In order to stand out from the rest of the category, they
need to focus on the social aspect of the wing experience, because other, more established
competitors already focus on the relationship between sports and wings. Also, Wingstop is
already entrenched in the mind of the consumer as a place that really gets them on a natural,
conversational level, especially on social media. To bridge the connection between socially
minded consumers and its brand, Wingstop merely has to refocus its current efforts rather than
develop an entirely new brand position.
Targeting Social Balancers
Wingstops current target is African-American millennial males and Hispanic mothers. We
decided to focus on their millennial target, while expanding the demographics to include females
and males of all ethnicities. This choice was based on findings from our secondary research,
which showed that males and females are equally likely to purchase wings and race does not
play a significant factor in wing consumption. We did narrow the target in terms of
psychographics, choosing the mindset of the Social Balancer. Social Balancers are extremely
involved; yet also value meaningful relationships above all else.
Despite busy schedules, Social Balancers strive to maintain close relationships with those they
care about. This insight was revealed in our primary research when time and time again,
respondents identified eating food as an opportunity to also reconnect and catch up with their
friends. Wingstop can reach this target by appealing to their close connections with friends and
sense of community. While other wing-serving restaurants focus on the sports occasion around
eating wings, Wingstop has a unique social aspect that we believe is important to enhance.
Specifically on social media, Wingstop has great one-on-one consumer interactions that we
believe can be taken even further. There is tremendous opportunity to bridge the gap between
Wingstop as a restaurant and Wingstop as a builder of friendships and local community.
The Positioning Strategy
Through all three presentations, it was clear that wings were seen as a social food. They are
always consumed with friends and are often the excuse for friends to come together despite busy
schedules. Wingstop has the opportunity to focus on, and play up, the social aspect of wing
eating, because it is untapped within the wing category. Other competitors market their wings as
an addition to a situation, whereas Wingstop is the reason friends come together.
Due to the social nature of the food, a community is formed, and Wingstop is at the center of it.
A community relationship, not only with friends, but with the brand as well is created. Through
the situations where people gather to consume wings, friends can become like family. Wing
eating gives people the opportunity to spend time together and bond. Furthermore, Wingstop can
help build up the community by giving back through corporate social responsibility initiatives.
Wingstop can become an integral part of the community, both on a personal and wider level.