Wingstop says its UK target market is Gen Zers who like boxing and 'Love Island.' Here's how the chicken brand is using TikTok, rappers, and customization to pull in younger diners.
Wingstop UK has collaborated with brands including including Xbox, Gymshark, and Tinder.Wingstop UK has also worked with rappers Michael Dapaah, Stormzy, and Lady Leisha. It curates its own playlists for its restaurants, hosts performances from artists and DJs, and has held meet-and-greet events with artists including M Huncho and Cat Burns.
The execs credited Wingstop's success in the UK to their efforts to engage with British youth culture. Lemon Pepper opened the first Wingstop UK restaurant near London's bustling Leicester Square in 2018. The three co-founders – Grogan, Herman Sahota, and Saul Lewin – had reached out cold to Wingstop after hearing it mentioned in a Rick Ross rap.
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