Original Hot, Cajun, Atomic, Mild, Teriyaki, Lemon Pepper, Hawaiian, Garlic Parmesan, and
I was with McDonalds when I thought the party was over—the
Parallels with Wing Stop? Absolutely. Bruce Evans talks about the old days when he started with the company—eight years ago. During that time, Wingstop has grown from a regional favorite to a nationally recognized brand—a growth scenario we have as we commented on before when we took a look at another great Long Horn concept—El Chicos. Now, just like the beginning of international growth for McDonalds in the ‘80s, Wingstop has taken its first international growth steps with its expansion into Mexico, as discussed by Jose Luis Serrato Villegas. Along with experienced restaurant operators Luis Antonio Ortiz Dominguez and Jose Francisco Cantu Quintero, Grupo Lujor will develop 50 Wingstops in
Ok, so here’s why market leadership and international growth matters when you’re evaluating franchise business opportunities:
- You want the leader of the pack. Other wing concepts? Sure, but square hamburgers didn’t end up beating the Big Mac, and it’s unlikely anyone is going to catch Wingstop, either. Like picking stocks—especially in today’s economy—go with the best of breed.
- You want the concept that has achieved critical mass. You could have hit it Grande if you were lucky enough to be one of the first Area Developers for Starbucks, but early has enormous risks. Few concepts, especially in the restaurant category, hit it big, and the landscape is littered with fast food wrappers bearing the brands of yesteryear. Wingstop has reached fissionable levels—the rest is likely to be atomic history.
- Se habla Espanol! International development is exciting, and for the domestic franchisees, too. The first store in
, the first store in Mexico City , London —it’s contagious as the flow of press releases not only increase consumer awareness, but generate excitement and enthusiasm all the way down to the crew level. Everyone wants to be part of a winning story. Dubai, Korea
And Bruce also mentioned the second wave of domestic growth as well— the Northeast. With 1/3 of the country’s population, Wingstop can double and triple its store base just with its growth in this market alone. Is this an opportunity to fly with the leader on the next stage of their domestic growth? You bet.
So, bigger can be better when picking the right franchise concept, and with only 650 stores and growth internationally, Wingstop is only beginning to grow. When picking the right franchise opportunity, and putting it in the right place, let’s get it right, right from the beginning!
Hear Jeff live on The Franchise Show every Friday at , and 24/7 in the archives. Jeff comes from 25 years in the franchise industry with such high-growth companies as McDonalds, Blockbuster (where he was also a franchisee), Payless ShoeSource, and Quiznos, and is a graduate of Hamburger U! He is also one of TALKERS Magazine’s Frontier Fifty.