With over 1,500 locations, $2B in sales, and $1B through digital commerce, Wingstop is one of the fastest growing brands in the restaurant industry.

In 2018, when Wingstop decided to accelerate their digital sales from 25% to 50% of their total revenue in just 12 months, they knew that they needed to think less like a restaurant and more like an e-commerce giant.

Familiar with Hathway’s expertise in the restaurant industry and deep knowledge of Olo’s order-ahead platform, Wingstop asked us to develop a comprehensive ecosystem; giving them the ability to drive revenue, optimize conversion, and interact with customers at every digital touchpoint.

The Strategy

While Wingstop had previously been powering their website and mobile apps with the Olo white label products, they reached a point of digital maturity that required a custom solution. As their strategic consulting partner, we collaborated with Wingstop to determine the best approach for bringing online ordering to the forefront of their digital experiences. The solution: design and build a fully custom website and mobile apps with order-ahead, carryout and delivery capabilities.

To ensure a complete understanding of Wingstop’s business goals across all departments, we held a stakeholders workshop at project inception. Customer surveys and first-party data were utilized to create customer profiles, journey maps, and functional requirements. This resulted in a prioritized multi-year development strategy, a simplified path-to-purchase and shortened time-to-task at key moments in the customer lifecycle.

Our overarching goal was to create a branded experience that allowed customers to enjoy their wings and sides to their exact specifications. Our team identified key brand attributes that differentiated Wingstop through a series of brand and UI explorations.

Next, our team had the ambitious task of addressing the wing-to-flavor distribution problem, ensuring users could move through the decision making process with ease, while empowering them to make deep customizations.

Finally, we architected gamified elements to digitally mimic in-store ordering conversations and help users make decisions based on hunger level and group size.

The Results

Within the first 30 days of launch, Wingstop saw a significant lift in order conversions and average order value across their website, iOS and Android applications. These initial releases are just the beginning as we continue our long-term partnership with Wingstop to improve and optimize their online initiatives.


  • Customer experience strategy
  • Product strategy and planning
  • Ecosystem strategy
  • NomNom Experience Platform integration
  • UX/UI strategy and design
  • Olo order-ahead integration
  • Roadmap planning
  • Responsive web and mobile development
  • iOS and Android app development


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