Dive Brief:
- Wingstop has launched a new loyalty program, Club Wingstop, according to a Wednesday press release.
- The new loyalty system offers consumers 10 points for every dollar spent, according to its website.
- Club Wingstop includes features that go beyond its core points accumulation metric, including exclusive access to new flavors, merchandise drops, member-only events, and group ordering, per the press release.
Dive Insight:
Club Wingstop's loyalty features are in keeping with an industrywide move toward more intensive and personalized forms of loyalty built atop points-accumulating base programs.
The chain has struggled to grow same-store sales across recent quarters, and a refreshed loyalty program could help it drive traffic and recover frequency with its core consumers. On Wingstop’s Q1 2026 earnings call, CEO Michael Skipworth said the loyalty upgrade was intended to do just that, and that test markets had seen significant positive improvements.
“Our pilot results continue to strengthen. We're seeing improvements in retention, in reactivation and frequency, all really strong signals and again, without the support of our national advertising and without really leveraging that platform at scale,” Skipworth said.
To demonstrate the potential for exclusive and engaging rewards, Wingstop is selling a limited number of “Club Boxes” developed with Maura Higgins, a reality television personality, that contain “a signature green beret and bag scarf, Wingstop serving tray, JBL Bluetooth speaker, Polaroid camera, custom matchboxes, a gift card and more.” An unspecified number of the boxes will be available for purchase by Club Wingstop members on June 1, priced at $0.94.
Wingstop will offer more experiential rewards to fans later this year, including NBA tickets and a suite at the WWE SummerSlam.
