Wingstop Opens Ghost Kitchen
Wingstop Inc. opened its first domestic ghost kitchen located in its hometown of Dallas.
At the onset of COVID-19 in March 2020, Wingstop moved quickly to close its dining rooms and shift to 100% off-premise. Wingstop was well-positioned based on its pre-COVID investments in digital and technology platforms, allowing for the brand to seamlessly shift from 80% off-premise and adapt to the change in consumers’ dining behaviors. The resiliency of Wingstop was demonstrated in its April 2020 same-store sales growth of 33.4% and 65% digital sales, which included a delivery sales mix of more than 30% of total sales.
“We have a goal to digitize 100% of transactions as we drive to become a top 10 global restaurant brand and we believe ghost kitchens are a great step for the brand as delivery and digital sales continue to increase,” chairman and CEO Charlie Morrison said. “The team leveraged their entrepreneurial spirit to move quickly and launch Wingstop’s first domestic ghost kitchen.”
The ghost kitchen spans less than 400 square feet, compared to Wingstop’s average restaurant footprint at approximately 1,750 square feet, but offers the full menu guests know and love from Wingstop. The location is open for delivery only and guest orders will be fulfilled from the ghost kitchen just the same as they would from a traditional Wingstop location.