With over 1,200 locations, $1B in revenue, and $250M through digital commerce, Wingstop is one of the fastest growing brands in the restaurant industry.

CUSTOMIZED ORDER-AHEAD WEBSITE AND APPS

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.

Hathway + Wingstop

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-branded solution to achieve their one-year 25% revenue lift and ongoing growth.

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 app with order-ahead, carryout and delivery capabilities.

Strategy

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.

Design

Our overarching goal was to create a branded experience for customers to enjoy their wings and sides to their exact specification. 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 ordering decisions based on hunger level and group size.

Wingstop chicken, fries and examples of the website.
Wingstop chicken, fries and examples of the website.

Research & Testing

Moving away from the previous one-size-fits-all approach required a customer-obsessed testing and validation process to ensure relevance for all audience types, fringe cases, and user stories. This was critical as the new architecture included streamlined product and modifier customization flows, weighted product suggestions, and cross-sell/up-sell capabilities.

 

Website & Apps Launch

Launching a $1B+ commerce website and mobile apps for both iOS and Android requires a pragmatic and risk-averse approach. Prior to full launch, our team beta tested the initial version to discover any missed opportunities or disruptions in the customer journey, while also allowing for load testing.

 

The End Result

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.

Services

  • CX and ecosystem strategy
  • Product strategy and mapping
  • UX/UI strategy and design
  • Responsive web design
  • iOS and Android app dev.
  • User testing and validation
  • NomNom Experience Platform integration