Wingstop CEO Wants to 'Digitize Every Transaction'
Skift Take
Wingstop's digital sales and tech-forward initiatives are poised to launch it into pizza delivery territory, but it still needs to contend with a nationwide awareness and recognition issue.
Wingstop believes the future of dining is digital. "Our goal is to digitalize every Wingstop transaction," said CEO Charles Morrison on Wingstop's third quarter earnings call.
The wing restaurant, which does three-quarters of its business as takeout, has plenty of reason to embrace digital efficiency. Digital sales through the app and website comprised just over 25 percent of sales in the third quarter. For 80 percent of Wingstop restaurants, over 20 percent of sales come via digital channels. Plus, Wingstop sees a $20 average check on digital orders, $5 higher than the non-digital average of $15.
According to Morrison, a large perce
