Everything Can Be Digital At The End Of The Day, Says Wingstop CEO

Jun 06

“Everything can be digital at the end of the day,” says Wingstop CEO Charles Morrison. “We still take a lot of phone orders and a lot of people still walk. So every time somebody accesses us we want the opportunity to digitize that transaction. Why? Because the digital transaction tends to have almost a five-dollar higher average ticket and is more profitable for our franchisees which means a better return on investment and more new restaurants to grow on.”

Charles Morrison, CEO of Wingstop, discusses how digitalization is powering their growth and profitability in an interview with Jim Cramer on CNBC:

Everything Can Be Digital At The End Of The Day

We believe it’s a fantastic partnership with DoorDash. What they focus on is making merchants successful. As the merchant that’s exactly what we want. And they take care of the logistics. In our partnership, we’ve made sure that we are always working together to ensure that no matter how you access Wingstop, whether it be carryout or walk-in or through delivery, you’re going to get the same great experience. We believe they’re best positioned to provide that.

Everything can be digital at the end of the day. We still take a lot of phone orders and a lot of people still walk. So every time somebody accesses us we want the opportunity to digitize that transaction. Why? Because the digital transaction tends to have almost a five-dollar higher average ticket and is more profitable for our franchisees which means a better return on investment and more new restaurants to grow on. I think people spend more time with the menu (on digital). They get to know the menu. They add a couple of items on to that and they’re not as intimidated by the phone call and the rush that they see at the front counter.

Digital Technologies Create Efficiencies To Help Us Grow

We’ve been a socially active brand as it relates to social media for many years. We’ve become large enough and have scaled to national advertising. Our franchisees generously added one percent to the advertising spend so they now spend four percent to a national fund. That has been redeployed into fantastic new media and new creative which is really helping drive that same point 7.1% comp that you saw in the first quarter.

In our brand, we’re pretty well insulated (against labor shortages). We have a very small roster already, so in that small footprint, it doesn’t take a lot of people to operate a Wingstop. I don’t know that you’ll necessarily see us doing anything to remove the number of people in a restaurant. We do believe through digital technologies and further digitalization of our business that we can create efficiencies that create capacity that will help us to grow. This will take the pressure off the labor line.

Everything Can Be Digital At The End Of The Day, Says Wingstop CEO Charles Morrison

[Read More …]