Wingstop is one of the most popular and co rodent players in the international market of fast food. The company was established in the United States in 1994, and its concept, based on chicken wings, showed itself as a very successful one and led to almost 1,5 thousand restaurants of the chain all over the world today.
Wingstop is a chain of restaurants that specializes in chicken wings and sells a variety of food service formats, including restaurants, bars, and sports bars. The restaurant’s assortment is based on chicken wings in ten different flavors.
Consumers are encouraged to try flavors such as Atomic, Mango Habanero, Cajun, Original Hot, Louisiana Rub, Mild, Hickory Smoked BBQ, Lemon Pepper, Garlic Parmesan, Hawaiian and Teriyaki.
The Wingstop chain was founded in 1994 in Texas. Since 2010, it has been owned by Roark Capital Group, an Atlanta-based investment company.
The concept of Wingstop restaurants are small establishments where visitors are served by 8-10 employees. More than 75% of revenue comes from the sale of take-out food. Even before the COVID-19 pandemic, about 80% of the company’s sales were takeaway food, and about 40% of sales were digital. Thus, while many restaurants had to reconfigure their sales system due to the global lockdown, Wingstop already had the infrastructure in place to successfully operate in a challenging environment.
Today the Wingstop restaurant chain has approximately 1,400 locations in 44 US states, and 154 restaurants outside the US in 9 countries: Colombia, France, Indonesia, Malaysia, Mexico, Panama, Singapore, UAE, UK. Most of the restaurants are owned and operated by independent franchisees.
What is Wingstop?
Wingstop is the name of a chain of restaurants specializing in portioned chicken wings with a sauce of the customer’s choice. The company was founded in the United States in the early 1990s and today operates in two segments: Franchise and Company, It has more than a thousand locations across the globe.
In terms of visual identity, the Wingstop brand shows itself as a very consistent and stable one. The logo, designed for the chain in 1994, has been refined just once as of 2023, and it was only about new shades, not shapes.
The original Wingstop logo, created in 1994, stayed with the company for the first twenty years of its history. It was an aviation-themed badge, with the circular central part enclosed between two widespread wings and overlapped by an arched ribbon with the name of the company written on it. All elements were set in a dark shade of green, which evokes a sense of excellence and elegance.
The redesign of 2014 has slightly refined the contours of the wings and the central seal, making them bolder and creating a more modern look. However, the main change was made to the color palette of the logo, and dark green turned light and juicy. In the new shade, the logo started looking more friendly and vivid. The style of the lettering was also slightly modified, with the shadow lines removed from the composition.
The uppercase lettering from the arched ribbon on the Wingstop logo is set in an elegant serif typeface with thick bars and delicate triangular serifs on their ends. The closest fonts to the one, used in this insignia, are, probably, Copperplate SH Bold, or Copper Penny CAS SC, but with the characters slightly extended.
As for the color palette of the Wingstop visual identity, it is based on an intense and bright shade of green, which usually stands for success and growth, but also looks very fresh and welcoming, which is not bad at all for a brand of this segment.