At the onset of the COVID-19 pandemic in March, Wingstop moved quickly to close its dining rooms and shift to 100% off-premises service. Prior to the pandemic, Wingstop had invested heavily in digital and technology platforms and 80% of its sales came from off-premises diners, per a company release. The chain enjoyed 33.4% increases in same-store sales in April as well as a 65% increase in digital sales overall, totaling 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 says. “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 of approximately 1,750 square feet, but offers the chain’s full menu. The location is open for delivery only and Wingstop will fulfill customer orders from the ghost kitchen just the same as it would from a traditional location.