Wingstop’s same-store sales fell 5.6 percent in the latest quarter, coming off a nearly 21 percent surge a year ago, but the brand is leaning on tech and digital engagement to turn the trend around.
During Tuesday’s earnings call, the company discussed its AI-powered Smart Kitchen platform, which CEO Michael Skipworth calls a “game changer.” Now installed in more than 2,000 U.S. restaurants and set to reach all domestic units by the end of the year, it uses demand forecasting and digital kitchen displays to streamline operations.
In the Southwest, where adoption is highest, stores are delivering consistent 10-minute service times and showing mid-single-digit same-store sales growth.
“As we enter 2026 and begin supporting this game-changing improvement in our speed of service levels with marketing, we anticipate this curve will start to accelerate and position us to win more share of occasions in our demand space,” Skipworth said.
Wingstop is also piloting its first-ever loyalty platform, Club Wingstop.
“Club Wingstop will bring a hyper-personalized digital experience to life in a way that only Wingstop can, not through discounting, but through curated one-of-a-kind access to content, flavors, merchandise, and experiences,” Skipworth said.
The brand still has its sights set on 10,000 restaurants worldwide. It currently operates just under 3,000 and expects to open nearly 500 more by the end of the year.
