Wingstop has named Stagwell’s 72andSunny its creative agency of record (AOR), concluding a review process that kicked off in December, according to a news release. Leo Burnett Chicago previously handled the quick-service restaurant’s account dating back to 2018.
In a statement, Wingstop CEO Michael Skipworth said that the 72andSunny partnership marks a new chapter for the chain as it seeks a $2 million average unit volume, a restaurant industry metric that’s typically calculated by dividing total company-operated sales by total company-operated store units.
“While 2022 marked our 19th consecutive year of same-store sales growth, we continue to have a meaningful opportunity to scale brand awareness,” said Skipworth in a statement around the 72andSunny appointment.
Wingstop has been ramping up its advertising spend to preserve momentum in the hyper-competitive fast food category, which has seen its priorities realigned in recent years due to the pandemic. As some COVID-19 concerns recede, macroeconomic factors are pushing brands to be more conscious of areas like pricing.
Wingstop’s work with 72andSunny is effective immediately, with strategic marketing plans already in the works. Marianne Malina, 72andSunny's president of North America, noted that the agency is excited to amplify consumers’ passion for the Wingstop brand in culture.
Wingstop, which operates nearly 2,000 restaurants globally, was a beneficiary of the pandemic-driven surge in delivery and takeout ordering. Even as the digital boom cools for some other QSRs, Wingstop has continued to reap the benefits of the shift, building out partnerships with platforms including Uber Eats.
Digital sales for the chain reached $1.7 billion in 2022, with a digital mix above 60%. Delivery accounted for about 30% of sales, and executives believe that there is still an opportunity for significant expansion in the channel, Restaurant Dive previously reported. That could provide a clue as to where some of 72andSunny’s early marketing efforts will focus.
“Our awareness on these delivery platforms is still really low,” Skipworth said on a call discussing the full-year results in February. “We’ll continue to build that whether it’s through specific promotions or actually using some of our ad dollars to advertise on those platforms.”
Wingstop reports its first-quarter earnings on May 3.