Wingstop Canada

SPREADING ITS WINGS ACROSS CANADA WITH JPK CAPITAL

SPREADING ITS WINGS ACROSS CANADA WITH JPK CAPITAL 2 | North America Outlook Issue 27

WINGSTOP CANADA FOOD & BEVERAGE

Offering the ultimate consumer experience, Wingstop’s reputation for innovation and iconic flavors precedes it. Matt Jenkyns, COO at Wingstop Canada, provides us with an insight into the company’s expansion across the region Writer: Lily Sawyer

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s the worldwide food and beverage industry becomes increasingly focused on experiential products and services, Wingstop Canada has emerged as a market leader capitalizing on this evolution.

Providing an augmented in-store experience that exceeds industry expectations, Wingstop’s restaurants in the country boast a unique atmosphere, innovative menu offerings, and progressive, contemporary designs.

“We currently have 12 locations in Ontario and expect to continue our momentum in 2025. We have committed to a minimum of 100 restaurants across Canada and have been thrilled by the response from Canadians to our iconic flavors,” introduces Matt Jenkyns, COO at Wingstop Canada.

Known globally for its hand saucedand-tossed wings, hand-cut seasoned fries, and famous ranch dressing, Wingstop’s menu comprises 12 core flavors that vary in intensity and spiciness.

Serving both classic and boneless wings, alongside crispy chicken tenders, the company’s product offering in Canada is diverse.

“Our commitment to excellence also drives our social media-first and events-based marketing initiatives,” Jenkyns adds.

As a regular host of underground comedy nights, local art exhibitions, and live DJ sets at its venues, Wingstop Canada ensures that such events are communicated via social

media in a format that resonates with its young audience.

Those that frequent the company’s restaurants have made it abundantly clear that there is a huge appetite and craving for the Wingstop flavor experience in the country, garnering particular attention from an emerging Gen Z market.

CRAVEABLE EXPERIENCES Based on Gen Z’s inclination toward unique experiences, authenticity, and community – among other things

– Wingstop Canada has designed its restaurants to be inviting, vibrant, and exciting, bringing the swagger and cool factor that the brand is globally known for.

This includes industrial aesthetic features such as exposed brick walls and concrete floors that feel raw and authentic, as well as large communal tables that encourage social engagement.

ICONIC FLAVORS There are 12 flavors available on Wingstop Canada’s classic wings, boneless wings, and crispy tenders: • Honey garlic – A Wingstop Canada twist on popular local flavors.

• Lemon pepper – Crisp, zesty lemon meets aromatic black pepper.

• Original hot – Cayenne pepper blended with a spicy vinegar base.

• Hickory smoked BBQ – Authentic Texas BBQ sauce with smoky, sweet undertones.

• Atomic – Ultimate spice that packs a habanero pepper punch.

• Mango habanero – Both sweet and spicy, this flavor is for lovers of heat.

• Cajun – Classic buffalo flavors combined with bold, zesty undertones.

• Spicy Korean Q – Where ginger, garlic, honey, and siracha collide.

• Louisiana rub – A crisp, dry rub mixing garlic, herbs, and spices.

• Mild – Classic buffalo flavors without the heat.

• Garlic parmesan – Buttery parmesan and delicious garlic that satisfies the palate.

• Hawaiian – Fruity, sweet, and tangy citrus combined with savory Asian flavors.

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“ WAT C H A S W E R E A L LY ‘ S P R E A D O U R W I N G S ’ AC R OSS T H E CO U N T RY OV E R T H E COMING YEARS” – M AT T J E N K Y N S , C O O , W I N G S T O P C A N A D A

“That said, we are still extremely approachable as a brand and have attracted all audiences,” Jenkyns points out.

Meanwhile, Wingstop Canada’s recent growth can be largely attributed to its high percentage of digital transactions – a channel that is predominantly driven by a young audience.

Alongside the company’s uniquely Gen Z marketing, its bold, distinctive flavors differentiate it from the competition.

“Wingstop Canada is in a category of one – no one does it like we do. Our flavors stand out in a sea of simply plain or spicy chicken options,” he prides.

Customers can choose from the company’s iconic lemon pepper, original hot, and mango habanero 4 | North America Outlook Issue 27

flavors, or local favorite, honey garlic, to name a few.

Moreover, quality is king at Wingstop Canada, whose ranch and bleu cheese dips are made in-house each morning and wings are cooked to order.

“The craveable menu and experience at our restaurants have carved out a special place for Wingstop Canada in today’s society – not just participating in cultural happenings, but driving them.”

A RECIPE FOR SUCCESS From a marketing perspective, Wingstop Canada’s focus is centered around bringing people and communities together, empowering them, and providing platforms to showcase what they can do.

In 2024, the company therefore

significantly contributed to the arts, music, and sports spaces.

“For example, during our Pride Month campaign, we collaborated with four small business owners from the LGBTQ+ community, giving them an opportunity to share their stories and showcase their businesses,” Jenkyns informs us.

Wingstop Canada featured business owner interviews on in-restaurant screens with QR codes, directing guests to their social media platforms to increase visibility and support.

Another highlight has been Wingstop Canada’s 3-on-3 basketball tournament in partnership with the Canadian National Exhibition (CNE) Foundation and the Ontario Basketball Association (OBA).

“This was our third year running this activation, where we dedicated time and resources to bring kids from across Ontario and Toronto together through regional tournaments,” he explains.

The finals, held this year at the OVO Athletic Center in Toronto,

WINGSTOP CANADA FOOD & BEVERAGE

PARTNERSHIP WITH JPK CAPITAL Wingstop Canada’s roaring success can be largely attributed to its exceptional partnership with its parent company, JPK Capital, a single-family office motivated by sustainable change, technological innovation, and a long-term vision.

JPK Capital partners with consumer businesses to provide long-term capital, strategic direction, and technology expertise essential for scaling transformative growth.

“ W I N G S T O P C A N A D A I S I N A C AT E G O R Y OF ONE – NO ONE DOES IT LIKE WE DO”

Since opening the first Wingstop

– M AT T J E N K Y N S , C O O , W I N G S T O P C A N A D A

operations and achieving

Canada outlet in 2022, JPK Capital has grown the brand to 12 locations in Ontario, with 100 planned across Canada by 2031.

were a two-day event during which Wingstop Canada provided a food truck and created an amazing experience for those involved.

“It was very important to us from the outset of this project to find ways to sink roots into the community, both locally in Toronto and nationally across Canada,” Jenkyns reflects.

As well as gaining brand exposure, the tournament presented the opportunity for further collaboration.

Thus, what started as a one-off sponsorship quickly became a deep-rooted partnership between Wingstop Canada and OBA. “This initiative reflects our commitment to social responsibility as well as supporting and investing in today’s youth through sport, which will not only have a positive impact on young lives but also build brand loyalty for years to come.”

MARINATING A BRIGHT FUTURE On a mission to serve the world flavor,

Wingstop Canada’s customers, or ‘fans’, are at the center of everything it does.

The company’s simple, streamlined menu reflects how every decision it makes is for the betterment of fans’ flavor experience – without overcomplicating staff responsibilities.

“The simplicity and quality of our menu, combined with delivering great value, are what set us apart and allowsus to lead in this space,” Jenkyns prides.

In 2025, Wingstop Canada plans to invest heavily in its people and culture while delivering exciting new changes to its back-of-house layout and equipment, targeted specifically at improving crew member satisfaction.

“Instead of using artificial intelligence (AI) and technology to replace our crew members, we are using it to make their jobs easier, freeing up bandwidth to focus on delivering the best possible guest experience,” he reveals.

Meanwhile, in the absence of alcohol, Wingstop Canada’s primary focus is on delivering quality and

value through flavor to appeal to young audiences and families alike.

Elsewhere, strong demand for food delivery, supplemented by a bestin-class digital ordering experience, allows fans to navigate the menu easily.

In 2025 and beyond, Wingstop Canada plans to continue to develop the brand and open new restaurants across the country, finding new ways to improve the flavor experience.

“We will continue to push the boundaries of the industry with greatlooking restaurants that are authentic and innovative.

“Watch as we really ‘spread our wings’ across the country over the coming years,” Jenkyns passionately concludes.

WINGSTOP CANADA www.wingstop.ca North America Outlook Issue 27 | 5

WINGSTOP CANADA www.wingstop.ca

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