Deliveroo, the UK’s leading food delivery platform, and Wingstop UK, one of the country’s fastest-growing restaurant chains and ultimate experience for iconic wing flavours to enjoy with family and friends, have today announced an extension of their exclusivity partnership.
The much loved chicken wing specialists partnered with Deliveroo in 2018, and offers mouth-watering wings, tenders, burgers, and sides, all prepared to order and hand-sauced-and-tossed in a choice of ten distinctive flavours. The menu will be available exclusively to Deliveroo customers to order on demand in 15 cities across the UK.
Wingstop UK now has 43 restaurants nationwide, and has a robust opening pipeline for the rest of the year. The brand has remained focused on significantly growing its footprint in university towns and cities, with its customer base largely made up of millennials and Gen Z. Recent openings have included Birmingham, Edinburgh and Leeds, with Wingstop UK’s Flavour Fix combo of wings, tenders, and fries, the most popular dish on Deliveroo last year in Leeds.
New data from Deliveroo can reveal Brits are loving chicken more than ever, whether it’s grilled or fried, with the Wingstop UK ‘Flavour Fix’ the most popular in the ‘chicken’ category by order volume on Deliveroo this year. Wingstop UK is in the top 10 most popular restaurants in the whole of the UK on the platform, with its eight pieces of boneless chicken coming in at number 6 in Deliveroo’s top ten UK trending dishes of 2023.
Insights from Deliveroo, access to Deliveroo Editions kitchens, and the exclusive delivery partnership has helped Wingstop UK reach new customers and build a loyal following of flavour lovers, with 30% of its revenue coming from delivery.
Wingstop UK’s growth strategy has been boosted through its use of Deliveroo Editions kitchens. It first took up residence in delivery-only Editions kitchens in 2021 and is now one of the largest tenants across Deliveroo’s estate with 12 sites complementing its bricks and mortar stores.
Deliveroo Editions are pivotal to how Wingstop UK serves its loyal customers, allowing the brand to meet the ever-growing demand for its signature flavours and wings quickly and efficiently, whilst reducing strain on its brick and mortar locations. With some of the highest delivery volumes in the country, Wingstop UK’s foray into delivery kitchens underscores its commitment to staying ahead of the curve and delivering unparalleled service to its customers.
The most popular Wingstop UK locations on Deliveroo by order volume are Canning Town, Birmingham, and Leeds, with customers’ favourite three dishes being Spicy Korean 3 piece tenders, Wingstop style 8 piece boneless, and the ‘Flavour Fix’ and those in Birmingham loving their wings spicy, ordering the most ‘Atomic’ wings in the country.
As the partnership goes from strength to strength, Wingstop UK has plans to open a steady stream of sites in 2024 including Clapham, Merry Hill, and Croydon in the next couple of months and its largest site yet at Westfield Stratford City, the UK’s most popular shopping destination.
Carlo Mocci, Chief Business Officer at Deliveroo, said: “We’re proud to continue our exclusive partnership with Wingstop UK, supporting their growth journey as they serve up some of the UK’s tastiest chicken wings, tenders and burgers to people’s homes, reaching thousands of new customers across the country. Wingstop UK has become one of the most loved brands on Deliveroo – it is a real restaurant success story and I’m excited to see what the next few years holds for them.”
Tom Grogan, Co-founder and CEO of Lemon Pepper Holdings, the master franchisee of Wingstop UK, said: “We are excited to extend our exclusive partnership with Deliveroo as we continue to strengthen our relationship, remaining one of its fastest-growing restaurant chains on the platform. Wingstop UK has become a destination for those looking to enjoy great food and an authentic flavour experience and this partnership will help us reach customers to enjoy our delicious wings, tender, burgers and sides from the comfort of their home.”
