Revitalizing a Brand: What Wing Zone's revamp means for its future
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Revitalizing a Brand: What Wing Zone's revamp means for its future

Revitalizing a Brand: What Wing Zone's revamp means for its future

Wing Zone is getting a new look. Eight months after the QSR brand was acquired by Capriotti’s Sandwich Shop, Wing Zone is rolling out a brand refresh, complete with a full-scale technology revamp poised to solidify the brand as the fastest, most efficient technology operator in the segment. This company-wide rebrand will also include a revamped menu, an energized restaurant design and experience, a new logo, and other assets designed to further position the brand as one of the leaders in the chicken wing category.

Founded in 1993, Wing Zone has spent nearly 30 years living out our company mission of making it easy to get cooked-to-order, flavor-fused chicken wing and tenders worldwide, and customers and franchise partners alike have taken notice. This year alone, we’ve signed deals that will bring 38 Wing Zone locations to markets across the country, and that number is growing quickly.

While Wing Zone’s popularity continues to grow, our team took the opportunity to explore the industry landscape and gather feedback from guests and franchise owners on company alterations and enhancements they’d like to see in the future. With the help consulting firm Livit, we emerged with a renewed focus on optimizing the brand to distinguish it in the industry and to optimize operational efficiency. 

When all was said and done, that allowed us to reflect and evaluate what has made the brand one of the most popular wing concepts over the past three decades, and it’s evident by our nationwide expansion and growing customer base that we offer tremendous value from a business and customer perspective. We owe this rebrand to our fan base of customers, franchisees, and budding investors.

From a streamlined menu that puts the focus on the brand’s best-selling wings and tenders to in-shop curated music and an innovative scent strategy, Wing Zone has transformed the way customers experience and interact with the brand. With a more vibrant color scheme and trimmed-down cook time, to cubbies designed for quick grab-and-go pickup and delivery options, our fast-casual concept offers an efficient, modern take on chicken wing consumption.

To prepare for an effective system-wide rollout, we will introduce the revamped brand at five corporate locations in Las Vegas before beginning to implement it at other locations across the country.

After an immense amount of research into understanding exactly what our customers want, we are thrilled to launch the new Wing Zone concept that will meet those expectations head-on. Traditionally, much of the wing category has been about the sports fan. We believe it is so much more than that and are confident our new look and feel will speak to a broader audience.

A large portion of this broader audience will come from a demographic who go largely unnoticed: people popularly referred to as “Perennials.” This term does not distinguish a generational age group, but rather a set of people as young as 20 and as old as 75 who, beyond all else, remain curious, adventurous, and enjoy savoring the vibrancy and fun-filled nature of life. It’s people like that our refreshed brand will reach out and speak to the most.

This rebranding serves to further solidify the company goal to reach 250 units, each producing $1 million per year by 2025, and to establish a reputation for Wing Zone as a category leader in the franchised restaurant segment—and as the wing shop that gets people the best wings the fastest.

David Bloom is chief of development and operations for Wing Zone and Capriotti’s Sandwich Shop.

Published: November 29th, 2021

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Franchise Update Magazine: Issue 4, 2021
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