RESEARCH &

CONSUMER INSIGHTS
Katie Jost Jordan Huss amelia lennaman
Devin Holland Allison Schnitker brooke schwab

Table Of Contents
Introduction........................................................................1
Secondary Research.........................................................2
Current Target.............................................................3
Social Listening Observations....................................4
In-Store Observations.................................................5
Prospective Target......................................................6
Consumer Profile..............................................................7
Qualitative Goals...............................................................9
Primary Research Methods.............................................11
Focus Groups...........................................................12
Wing-Along...............................................................15
In-Depth Interviews...................................................17
Pinterest Board.........................................................19
Findings and Insights......................................................20
Barriers & Opportunities..................................................29
Appendix.........................................................................33
Screener....................................................................34
Discussion Guide......................................................36
Works Cited..............................................................41

Introduction
World series, game five and its a nail-biter. My crew and
I cant peel ourselves from the TV at my buddys house,
as there are already two outs in the inning and were only
down by one point. I quickly grab another wing from the
tray to anxiously chew on from the edge of my seat.

I havent seen these girls in a while, but it feels so good

to finally catch up at our local wing hang out after such a
crazy week of school. We each have our favorite sauce
flavors, including me. I always pick BBQ to go with my
boneless wings.

Other people tailgate with burgers or brats. Nope, lemme

tell ya, theyre doing it all wrong. Wings are the only true
tailgating food. Nothing beats a good plate full of wings
before home games. Ill even get up and start grilling for
breakfast if the game is before noon!

A night out is never complete without some wings to

go with my beer. Its the perfect match! Im not hungry
enough to go for a full meal, but wings are just the right
amount of food for me.

Each person has their own special wing moment where no other food can
perfectly satisfy that craving. Wings are a social food, often associated with
sports, beer, friends, and good times. Whether its flashing TVs, blaring music,
or energetic conversation, Wingstop, the Wing Experts will always be there.

Secondary
Research

Current Target
Wingstop is currently targeting their marketing efforts at African American and Hispanic
millennial males ages 18-24 and Hispanic mothers 35+. With these targets, Wingstop
can provide food for that afternoon snack for young males or a family meal mothers
can pick up on their way home.

The young and ethnically diverse consumers are the core target. They like to eat,
socialize with friends and, actively use social media. Because Wingstop locations are
typically situated in urban areas, predominantly in Texas and California, it is easy to
appeal to African American, Hispanic and Asian demographics. The millennial
generation is also the driving force behind the rise of the fast casual food category.
Furthermore, 70% of Wingstop orders are carryout versus dine-in.

Social Listening
Observations
Equal male and female presence

Not many people are doing the

#showusyourcrewsweeps

Wingstop is very colloquial and

conscious of pop-culture, they respond
to consumers using words like shade

Ethnically diverse: African-American,

Asian, Hispanic, Caucasian

Most everyone 16-24, lots of

consumers in high school

Shared between friends or couples

In-Store Observations
Independence, MO

Although there are no Wingstops near Columbia, we visited one location in

Independence, Missouri. We wanted to experience the brand for ourselves to better
understand insights from those we would be interviewing later on.
The store is located in strip mall within a shopping center along with other restaurants
that included McDonalds, Starbucks, IHOP, Applebees and Chipotle.
The interior of the store is very consistent with other pictures we had seen in our
secondary research. We ordered four different types of wings and fries, and we were
told they would be ready in 14 minutes. However, our food was not ready for about 25
minutes, much longer than what we were told.
When we first arrived, there was one group of about 10 people in their early 20s, of
different ethnicities, which fit the target profile we already had in mind. In the hour that
we were there, only two other people came in to eat, but there were around five
families that ordered wings for carry-out. Most of the families were African-American,
which matches the current target market, and had children aged 10-15 with them.

Prospective Target
Wingstop has an incredible opportunity to expand its current target. Wingstops current
advertising focuses predominantly on males, but we recommend it expand the
target to encompass both male and females aged 18 to 24. In our findings, Wingstop
social media followers are split pretty evenly between females and males, and external
research shows females consume wings almost as often as men.

These consumers are in their final years of high school or are in college, and they love
to share their lives on social media. 89% percent of millennials use social networking
sites, and 92% of them trust their peers opinions more than advertisements (such as
word-of-mouth recommendations and online reviews).
Our target is extremely social, but also highly values balance in their lives. Balance
includes time management with school, sports, clubs, homework, family and friends, as
well as personal health.
Eating plays a dual role in our targets lives: it is a necessity of life, but they also use
that time to catch up with friends. Millennials eat out more often than other age-groups
and eating is often a social experience, with 65% of our target more likely to eat out
with friends and coworkers than non-millennials.
With these findings, we suggest an updated consumer profile for Wingstop.

Consumer
Profile

Consumer Profile
The Social Balancer

Wow, that test was hard.

And practice was harder. But now its time
for herself. Time to blow dry her hair, throw
on a bit of makeup, send out some texts
and 30 quick minutes later she finds herself sitting down with a bunch of her closest
friends. She still has work to do tonight, but
for now, she can take a much needed break.
The conversation ebbs and flows, menus are
passed around. Should she get the usual?
Her friends jostle to point out their favorites
on her menu -- their nightly go-tos. Some of
the options look pretty good, but shes still
waiting on that next paycheck and decides
to play it safe. She likes these breaks from
the whirlwind of life, even though in the back
of her mind, she is already planning out what
needs to get done for the next days classes.
Tuesday blurs into Friday, and she is out on the town with a different group of friends.
Cheering, she clinks her beer with the guy on her left as their universitys football team
scores another touchdown. Still smiling, she reaches for another lemon-pepper coated
chicken wing with one hand and pulls her phone out of her purse with the other. She
beckons the group at the bar to lean over and get in the picture, then quickly uploads it
to Facebook. Maybe I should tag my dad in it, hes probably watching the game too.
When the check arrives, she is pleasantly surprised to see that 20% of the proceeds
from her bill will benefit a local nonprofit. Since she was planning on going out already,
why not do some good while she's at it? On the way home, she decides to make a
salad tomorrow for lunch. Gotta balance out those calories from tonight somehow!
The Social Balancers life is a whirlwind of meetings, social outings and school work.
Whether its a break from the tedium of tests or an exciting night partying with friends,
food is always part of the scene and wings are always among the top choices.

Qualitative
Goals

Qualitative Goals
Uncover why consumers choose Wingstop over other wing
establishments.
Gain insights on consumers opinions of Wingstop.
Determine the perception of the typical wing consumer.
Determine the typical wing eating environment/setting.
Explore the motivations for choosing to eat wings.
Understand the motivations behind flavor selection.
Reveal why consumers choose to dine in or get carry out
or delivery.
Explore the factors that consumers consider when choosing
to dine out.

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2

Primary Research
Methods

11

Focus Groups
Screener

The purpose of our screener was to separate respondents who consume wings from
those who do not. Our screener was distributed electronically through Survey Monkey.
Individuals who met certain criteria, based upon the questions asked, would be
determined eligible or ineligible for our focus groups. This filtering process allowed us
to effectively find individuals appropriate for our focus groups. Our intent was to identify
Wingstop consumers and general wing consumers.
We distributed our screen among our own social media accounts, through family and
friends, and other organizations we are involved in. We received 152 responses, and
moderated two focus groups with 5-8 people, all non-Wingstop users.

Discussion Guide Summary

The purpose of our discussion guide was to uncover insights of the role of wings in the
lives of current users and nonusers. To really understand views of the wing category
and WingStop itself, we separated our discussion into four topics: occasion habits,
motivation, Wingstop and competition.
Within the section of occasion habits, we wanted to get at the who, what and when
of the wing experience. In order to do this, we delved into what the role of food was in
certain situations.
The motivation section moved more into the why of the wing eating experience. We
were trying to understand why people chose wings over other foods and what drove
them to eat wings.
In the Wingstop section of questions, we aimed to see if Wingstop was on consumers
radar. Did they know what it was? What was the reason they hadnt eaten there?
Within this section, we asked about many aspects of the Wingstop experience, such as
the ordering process, occasions, flavors and in-store experience.
Again, in the competition category of discussion guide, we were concerned with the
where of the wing experience. In order to understand what Wingstop can improve on,
we wanted to know what consumers thought of their main competitors, Buffalo Wild
Wings, Wingstreet, and Zaxbys.
Our screener and discussion guide are included in the appendix.

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Focus groups Cont.

Projective Techniques

Projective Technique #1 Wing Occasion

With this projective technique we were aiming to get at the heart of the typical wing
occasion. We wanted to know what sights, smells, and feelings consumers
associated with eating wings. Participants were asked to write down associated words
and then say them out loud. Below is a visual interpretation of the most common words
we found.

Projective Technique #2 Brand Associations

This projective technique was used to get a better understanding of what consumers
thought of WingStop versus other brands. At this point, we asked participants to write
down words they correlated with Buffalo Wild Wings, Zaxbys and Wingstreet. If they
had not heard of the brand they were asked to write n/a next to the restaurant.

variety, sports, beer, TVs, flavors,

boneless Thursdays, delicious

chicken, fast food, southern, fried,

obesity, biscuits, treat, yummy

pizza, side dish, delivery, Pizza Hut

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Focus groups Cont.

Projective Techniques

Projective Technique #3 Wing Eater

In order to get at what the participants thought of the typical wing consumer, we
asked them to draw one. We wanted to know what people thought of when they
imagined a wing eater. We found that most everyone envisioned the typical wing
consumer as an overweight, middle-aged, unhygenic male.

Projective Technique #4 Substitutions

For a thorough understanding of what foods young people relate to wings, we asked
focus group members what substitutes they would choose if wings were not an option.
With this projective technique, we hoped to determine the category of food associated
with wings. These are some of the options mentioned:

14

Wing Along
In addition to our focus groups and in-depth interviews, we also went on a
Wing-Along to observe how people made decisions and felt before, during, and after
purchasing wings. We went to Buffalo Wild Wings with two female students, one of
Asian ethnicity who is a self-proclaimed wing fanatic and a caucasian who rarely
purchases wings, but described herself as loving to eat.
Both women stated they normally went out for wings with friends, and if they were
only purchasing them when alone, they would most likely order wings as
take-out or delivery. The wing fanatic said that whenever she wanted to go out for
wings, she would text, all of her friends and ask them to come with.
Something that constantly came up in our conversations (and that was also reflected
in our focus groups and interviews), was that despite the abundance of flavors on the
menu, both ladies stuck with one to two sauce flavors, and rarely deviated into trying
new ones. The wing fanatic didnt even have to open the menu to remember her go-to
wing flavors of choice.

80% of the time, I buy the same

flavor. I like having consistency in
my diet, I know I like it. I dont want
to waste a trip and my money on
something I might not enjoy.

I usually buy the same thing every

time. Its easier that way. When I
buy something, I want to know that
Im going to like it.

15

Wing Along Cont.

Behind these choices were feelings of consistency and safety. Both women didnt want
to risk their money and time going to waste on a meal they might not enjoy. We asked
the ladies what they thought about an opportunity to sample sauce flavors before
purchasing any wings. Both women were very enthusiastic about the idea, especially if
the restaurant was unfamiliar to them.
[With a sampler] I would know what Im getting myself into. Familiarity plays a big role
in what I order. Sometimes I wonder if Im missing out [on other flavors], but usually Im
not.
Yes, I like the idea that I know Im going
to like it ahead of time. I dont want to
order something I dont like and end
up not eating it.
Both women described wings as a food
choice that needed a little something
extra to turn into a meal. This was also a
common theme with other interviewees.
Besides celery, carrots and ranch, french
fries were also considered a perfect
side to make them feel full and satisfied
with their meal.

When asked where else the women would

go to purchase wings, Hooters and Gumbys
were top-of-mind.

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In-Depth Interviews
Employee Perspective

We interviewed three college females

who worked as waitresses at Buffalo
Wild Wings locations in Missouri and
Illinois. They describe wing consumers
as families, men who enjoy catching
up with friends, men who like having a
beer, people gathered in large groups
who split orders, and people enjoying
wing specials on different nights of the
week. Wing consumers have a strong
association with a sports team, and
can be any age.
During their waitressing experiences, our respondents said a typical group size
ranged from 4-10 people on an average day with the occasional 15-20 people tables
during sport tournaments or big game days. The ethnicity of wing consumers tends to
be white or Hispanic males or females.
Wing consumers were described as having positive, playful and rowdy behavior. Our
interviewees said regular customers seemed to order the same food consistently but
had higher service expectations. There was a general consensus that customers
preferred to stick with their regular flavors unless persuaded by the waitresses.
We also interviewed one man who worked at
Wingstop for a period of time in high school.
He believes the strengths of Wingstop are their
fresh food, fast service and friendly staff while
weaknesses include poor training, poor use of
materials and resources, and poor marketing
efforts.
When asked to describe Wingstop to someone
who has never been, he said its a fast food
store where you can get anything from wings to
chicken sandwiches. He believes that the fresh
cut fries and cooked-to-order food right in front
of the customers is what sets Wingstop apart
from competitors.

17

In-Depth Interviews
Wingstop Loyalists

We also reached out to individuals who were either familiar with Wingstop or had
visited the restaurant. We interviewed one college male and two females.
Two individuals said they visited Wingstop frequently because a location was conveniently near their house. When asked to describe Wingstop in one word, they said
nirvana. The fresh cut fries, cook-to-order food, wing sauce, reasonable prices, and
fast and casual atmosphere distinguishes Wingstop among other competitors.
The experience of Wingstop is fast, quick and easy. The time from ordering to
eating could be as fast as 9 minutes, according to one interviewee. One woman said
Wingstop has a pleasant atmosphere where you can watch sports, and there arent
loud or rowdy people. She said she typically sticks with the same order unless there
was a promotion or special offer and she impulsively makes a change. One
respondent especially likes the employees at the Dallas location because they know
his usual order.
I walk in. The guy at the counter already knows our usual order. He yells to the
kitchen to drop some cinco strips. I only have to wait a minute for our food. It is
delicious. They refill your Dr. Pepper if you go up and ask too.
A woman stated that for others who had never been to Wingstop before, she would
describe it as a fast-casual establishment with food that tastes fresh.
One man said typical customers carry out, especially during sporting events. On
average, individuals and families that visit Wingstop were described as predominantly
Hispanic or African American. A woman described the typical Wingstop consumer as
people catering for parties since even if you dont like wings, everyone loves fries and
you can order in bulk easily without it being terribly expensive.

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Pinterest Board
In addition to our other primary research methods, we took one college-aged, African
American Wingstop user and asked her to create a Pinterest board with images she
associates with wings. Anything was fair game.
The goal of this exercise was to find out what was top-of-mind for an average Wingstop
user. What restaurants or competitors came to mind? How about dining
environments, foods, sauces, and different social situations?
Here is what she Pinned:

One of the interesting takeaways from this board is the amount of recipes that were
pinned inspired by Wingstop food. There are recipes for fries, ranch, wings, hot sauce,
and ice tea. Consumers are not only craving Wingstops food, but they are inspired
to make it themselves. Our consumer also associated Wingstop with her home state,
Texas, and football.

19

Findings &
Insights

20

Findings & Insights

Dining Out

Hungry Samaritan
When there is a philanthropic effort tied to a dining establishment, Social Balancers
see it as a functional purpose of food and a rewarding experience of making a
difference.
The marketplace is flooded with dining choices and this is making it harder for
millennials to choose where to eat when their stomachs are demanding fuel. A food
company that ties itself to a cause transforms it into a feel-good decision of where to
grab a bite to eat. The functionality of eating and the rewarding experience of
making a difference, solidifies it as a dual-purpose decision or, in other words, hitting
two birds with one stone. We interpreted this finding as a representation of the
overarching trend of corporate social responsibility. Social Balancers are especially
prone to support companies that contribute to a meaningful organization or charity.
They know they have to eat, so why not give a little too?

Prideful Pinners
Social Balancers are inspired to make foods from websites such as Pinterest as
opposed to eating out. They find pride in cooking/providing for their friends and see it
as a way to showcase their skills.
Pinterest offers users the confidence and
instruction to complete their cooking
aspirations. Its the online cookbook for
these tech-savvy millennials to explore in
preparation to hosting friends. We found
in most of our focus groups that the hosts
have a strong sense of pride when
providing for their friends. Social Balancers
gain a rewarding feeling when they create
something tangible to enjoy because they
view it as an outlet to share their skills. Our
respondents also suggested they often
participated in a potluck occasions. After
all, a good home-cooked-meal is valued
very highly with this group who dont always
have the opportunity to enjoy one.

21

Findings & Insights

Dining Out

Pause Button
Eating out with friends provides Social Balancers with an escape from their daily grind.
It refreshes, refuels and re-energizes them.
The Social Balancer is on-the-go and doing it all. Through our primary research, we
found that going out to eat with friends offers them an escape from their everyday
stresses. The act of pausing the current task at hand and taking a break to refuel
can be just what they need. Food gives them energy and provides them with the extra
boost they need for the rest of the day.

Insight

They say this is supposed to be the best time

of my life but why do I feel like Im running out of
steam? Im stretching myself thin but I have to.
Everyone else is doing so much, I have to keep
up. I know the future is important - or at least my
parents tell me so. I try to juggle my group
meetings, classes, clubs and social life.
Sometimes I feel like Im spinning in a tornado and
about to be thrown out. I need to pause, to take a
break and to feel that sense of calm - a contrast
to my crazy life. The only times in the day where I
have a true break is when I catch my breath to eat.
Mealtime is me-time.

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Findings & Insights

Dining Out

Serving a Purpose
Time is invaluable. The only way Social Balancers can keep in touch with their friends
and not feel like they are wasting time is when they are getting something to eat. Its
the perfect excuse to catch up.
Social Balancers dont want to do things that arent productive. They thrive to leave
situations feeling like they accomplished something. In our primary research, we found
that eating out was viewed as a productive way to socialize. When the target is
switching from one task to the next, its hard to justify lounging on the couch for an hour
with their friends when they could have finished an assignment. The target recognizes
the necessity of eating and turns it into a multitasking outing.

Insight
Its either going to a movie with Sarah or
getting that calc homework done. Why do I
have to feel guilty about catching up with my
friends? I care about them and want to hear
whats new in their lives but its hard to find
time to take a break. I feel like Im in a race to
accomplish all of my goals and my challenge
is that Im running against the clock. But I can
justify catching up over a bite because Im
going to eat anyway, why not enjoy some
company while Im at it?

I need to feel like I havent

wasted time in every moment of
my day.

23

Findings & Insights

Dining Out

Balanced Indulgence
Health goes in cycles. If not being health conscious for a special occasion like spring
break, Social Balancers are either watching what they eat for a week, then indulging
the next.
Social Balancers value occasional indulgences. If its a cookie here, then they can
squeeze in a salad later. Its all about what they do best - balance. Dont two wrongs
make a right? Whatever their justification, the target places value in balancing their
healthy eating. Unless they are in preparation for an end goal (i.e. looking good for
spring break), they see eating as a cycle of good and bad.

Trust Me

Social Balancers trust advice from their friends, especially when theyre weighing the
pros and cons of one decision compared to another.
Whether its over a text, phone call or in-person, Social Balancers will seek approval
or recommendation through their peers. We found this a key finding in all forms of our
primary research. Respondents were only likely to make a change to the usual order
if their peers recommended something else. The idea that their peers had tested the
waters was a motivation to order something new.

Insight
My crew has been there for the ups of making the
varsity squad to the downs (literally) of my
chemistry grades - theyve been with me through it
all. Do these jeans look okay? What should I text
my date? Im always seeking their opinions over a
text, tweet or even in line when were deciding what
food to order. I trust them and believe they
have my best interests at heart.

Ill confidently try something new

after my friends give me the green
light - they get me.
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Findings & Insights

Wing Category

No Thanks
Social Balancers view a typical wing eater as a sweaty, overweight, loud, and messy
man - my creepy beer-belly uncle. Why would they eat something like that?
In almost every instance when asked to describe a typical wing consumer, the
respondents in our primary research were in agreement. The person that came to mind
was the beer-bellied man. Hes older, possibly balding and is still angry about the bad
call in the third quarter of the football game. This barbaric character is a recurring
image that comes first to mind when our target envisions the typical wing consumer.

Tension
The image I portray to others is important to me. From what coffee I drink to what
electronics I use, everything I do says something about me. Whenever I think of
someone eating wings, I think of that loud, sweaty, overly-enthusiastic character
and sometimes I feel gross, like I am that character. Sometimes that holds me
back from eating wings. I care about how others will perceive
me and how I feel about myself.

VS.
How I See Myself

How I See Wing Eaters

25

Findings & Insights

Wing Category

Safety Net
There are so many crazy flavors that scare Social Balancers. They stick with the
usual because they know they wont regret the safe choice.
While many wing menus offer a variety of flavor choices, almost a unanimous trend in
our primary research was that our Social Balancers rarely alter from their usual
flavor. When asked how likely they were to try another flavor, most respondents said
they knew what they wanted before even looking at the menu. Buyers remorse - the
idea of being unhappy post-purchase - was a common theme in their reasoning. The
idea of ordering something they wouldnt enjoy, frightens and prompts them to consider
their time and monetary resources.

Tension
Dont get me wrong, Im all about trying new things but its always the question of
what if? What if it tastes bad? What if I waste my money on something I dont like?
Its a game of chance when it comes to trying new flavors and honestly, my wallet
isnt heavy enough to risk it. I like what I know, and I feel comfortable knowing I
wont regret my choice. I like trying new things but always worry about losing time
or money in something I will regret
so I stick to my usual.

VS.
I want to be adventurous

26

I dont want to regret my choice

Findings & Insights

Wing Category

Theres an App for That

Social Balancers look for the most satisfying options when they are dining out. Some
described wings as unfulfilling and wouldnt order them alone.
When considering meal options, some respondents in our primary research
characterized wings as an appetizer option. In our projective exercises, they also
associated wings with a variety of different foods, such as celery, carrots, fries, nachos
and other finger-foods. Many of the responses, especially from females, described
wings as not substantial enough for a full meal.

All Star Game

Social Balancers associate wings with fans that are shouting at the games showcased
on large screen. Eating wings is a part of the sports experience.
When talking about wings, the conversation always related to sports in one way or another. This fact was reflected in all of our primary research methods. For many
Social Balancers, the typical fall Sunday is a day full of sports, whether it be football,
baseball or hockey, where they can watch the games surrounded by their friends. The
wing eating occasion was frequently described as a loud environment with lots of
televisions showing sports and people. Wings are the perfect food to pair with sports,
and many of our interviewees described them as the ideal tailgating food.

27

Findings & Insights

Wing-what?

Wingstop

Non Wingstop users often had difficulties with brand recognition, or had never even
heard of Wingstop before.
Throughout conducting our primary and secondary data, we discovered a prevalent
brand confusion. While Wingstreet is a part of Pizza Hut, many people think that is
the same as Wingstop. Time after time, we experienced people asking Oh, Wingstop.
Thats a part of Pizza Hut right?

Fresh and Flavorful

When deciding on a what to eat, the high food quality drove people to Wingstop over
other wing-serving restaurants.
Throughout our research, we found that the main characteristic that separates
Wingstop from other wing places is their food quality. From their wings to their sides,
the flavor and freshness was a step above the other wing places around. Social
Balancers seek the best and when they find something they enjoy, they are willing to
drive out of their way to go to Wingstop.

Insight
In everything I do, I want quality. On the field,
in school and work, I strive to be the best I can
be. When I eat out, I can justify spending a
little bit more on food and I can bear
waiting a bit longer, if I know my meal will be
fresh and flavorful. When I find something I
love, despite my busy schedule, Im willing to
take more time out of my day to get it. Just
recently, my friends and I made a twenty
minute drive just to get Wingstop, even though
there is a different wing joint down the street.
Fresh food just tastes better.

28

Barriers &
Opportunities

29

Barriers
Negative View of a Typical Wingeater
No one wants to be associated with the words fat, lazy and gross, but these are the
adjectives many people use to describe what they see as the typical wing
consumer. Social Balancers are not this person, and therefore there is a discrepancy in
how people perceive the typical wing eater versus who the typical wing eater really
is. In order to reach a broader audience, Wingstop may want to explore options on how
to change this current misperception.

Brand Confusion
In our research, we discovered that Wingstop is not top-of-mind within the wing
category. Furthermore, there is a lot of confusion between the brands Wingstreet
(a sub-brand of Pizza Hut) and Wingstop. In order to broaden its customer base,
Wingstop needs to sell themselves as a one of a kind Wing Expert. Wingstop should
assert its differences and reach out to mainstream media to gain brand separation and
recognition within the market.

Poor Socialization Atmosphere

Wingstop is sometimes criticized for a lack of
in-store social atmosphere. Since 70% of orders
are order-to-go, there isnt a strong emphasis
on the dine-in experience. Social Balancers are
extremely socially driven, so this is falling below
their current expectations. They want a place
where they can relax, hang out with their friends,
and potentially watch a sports game. Sports are
hugely associated with wing category
restaurants, and Wingstop can afford to adapt to
this type of atmosphere. However, most of the
stores only have one television, so consumers
are limited to watching only one game.

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Opportunities
Delivery
Many wing restaurants do not offer
delivery, therefore Wingstop has the
opportunity to fill this void in the market. If
a Social Balancer was buying wings for a
party she was hosting, she would rather
order from the restaurant that is most
convenient. Why go out to pick wings up
when they can be dropped off at your
door?

Flavor Tasting / Flavor Samplers

Flavor offerings are an aspect that wing places love to play up. Wingstop offers
eleven distinct flavors, but the Social Balancer rarely strays from her habitual flavor
choices due to the fear of disliking the new flavor and wasting time and money. In
order to combat this issue, the ability to sample different flavors would attract
customers to new menu choices by offering them the chance to try unfamiliar flavors
with little risk. Wingstop could encourage consumers to try new flavors by offering a
sample platter with all their offered sauces and seasonings or by offering the
opportunity to sample a sauce before ordering. The Social Balancer would be more
willing to stray from their usual order if they knew they were going to like something
different beforehand.

Corporate Social Responsibility

In order to make them stand apart from other wing restaurants, Wingstop could pair
their stores with local not-for-profits to foster a giving back atmosphere. The
Social Balancer is more likely to choose a restaurant that gives back to the
community over those who do not. There are many ways to accomplish this,
including donating a certain percentage of money from every wing sold on a given
day to a local not-for-profit.

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Opportunities
Showcase Sides
From our research, it is evident that Wingstop consumers love not only the wings,
but the sides as well. It is important to note that the Social Balancer is looking for
more than just wings when they eat out, especially females. Wingstop has quality
sides that many people consider the best aspect of Wingstop, but it fails to emphasize these in its advertising. Wingstop has the opportunity to draw in customers by
emphasizing the quality and variety of their sides.

Quality is Key
A key finding in the majority of our interviews also uncovered the reason for many
Wingstop lovers loyalty to the brand: they simply see the food as being much higher quality than other wing-serving competitors. Almost everyone brought up the fact
that Wingstop makes their wings to order, and although this might create a little more
of a wait, it is worth it because your food is fresh. If Wingstop can stress this important aspect of their business model, it will help differentiate them from the competition
and gain recognition from a target who is increasingly concerned about where their
food comes from and how it is prepared.

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Appendix

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Appendix
Screener

1. On average, how often do you eat out during each week?

I dont eat out

Once

Twice

Three times

Four times or more

On Question 1, we will not consider for either focus group those who answer I dont eat out
2. How would you describe your relationship with chicken wings?
We are in a committed relationship. Love them and eat them all the time.
Pretty steady. I like them but dont eat them every week.
Its complicated. I like them but I dont remember the last time I ate wings.
No love here. I never eat wings, or when I do, I dont enjoy them.
If the participant answers (d), then we will not consider them for additional research.
3. Of these establishments, please mark which ones you have visited in the past 6 months
and whether or not you would consider visiting again. (Options: Have not visited in the past
6 months, Have visited and would consider visiting again, Have visited and would not visit
again).
Wingstop

Buffalo Wild Wings

Pizza Hut / Wingstreet

Zaxbys
Hooters
CJs (Columbia, Mo.)

4. Are you aware of the restaurant Wingstop?
Yes

No

We still want to talk to respondents who answer yes for this question, but have not eaten at
Wingstop in the past 6 months.

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Appendix

Screener Cont.
5. Are you willing to participate in a focus group at the University of Missouri, Columbia?
Yes
No
For those who click no, the follow up question below will appear (5a).
5a. Are you willing to participate in a remote interview (phone, Skype, Google Hangout)?
Yes
No
6. Check the focus group times you are available. (Check all that apply)
Tues. Oct 14: 5-7 pm
Tues. Oct 14: 7-9 pm
Wed. Oct 15: 3-5 pm
Wed. Oct 15: 5-7 pm
Thurs. Oct 16: 5-7 pm
Fri. Oct 17: 10 am-12pm
Fri. Oct 17: 12-2 pm
Interview times will be discussed upon your selection.
7.
Name:
8. Email:
9.
Phone number:
10. Age:
11. Gender:
12. Ethnicity: (Also a I prefer not to respond option)

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Appendix

Discussion Guide
Purpose:
To discover insights of the role of Wingstop in the lives of current users and nonusers. The
information will be used to uncover key insights to inspire the brief and creative strategy.
Introduction:
Hello! My name is _____ and I will be moderating our discussion today. You may notice my
colleagues in the back taking notes, there is no need to pay attention to them, they are helping me remember what you have said. For the next two hours we will be talking about your
decisions and feelings associated with eating at various restaurants. We value your honesty
and there are no wrong answers. I hope to hear from everyone. Keep in mind that interacting
and responding to others is completely okay!
Also, feel free to help yourself to the pizza and snacks as we talk. Lets get started.
Warm Up (10-12 minutes):
We can get to know each other a little bit better before we start this group activity. If you all
wouldnt mind, you can each state your name, where youre from, major, your birth order and
your favorite food.
In Depth Investigation (60-75 minutes):
Discussion Area A: Occasion Habits
Are you more inclined to go to a gathering when you know there will be food there?
If you are hosting a gathering, is food an important aspect while planning?
PROBE FOR: Differentiation between hosting versus attending and what food does for
these gatherings
LISTEN FOR: The role food plays in these environments; friends, family, co-workers. What
categories do they think of? What items do they bring?
If you are attending a gathering (not hosting) what role does food play?
PROBE FOR: Role of food in a social setting and thoughts about how it changes the
dynamic of a typical gathering
LISTEN FOR: Is it the main attraction of the event (the star), does it supporting the
occasion? Do they have cravings? Anticipate certain types of food?

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36

Appendix

Discussion Guide Cont.

If you were to describe a typical wing consumer, what would he/she look like?

How would they behave?
PROBE FOR: Gender (male or female), tendencies, behavior; getting at who are
wings really for and related perceptions
LISTEN FOR: Job occupation, weight, dress, behavior, where they would typically
gather?
PROJECTIVE TECHNIQUE
We are going discuss what is a wing occasion. Take out a piece of paper and write down
words that comes to mind when you think of an ideal or typical wing occasion? What do you
see? What do you feel, hear, smell?
Allow participants time to finish and open up the discussion. Ask the participants to describe
their word choices.
PROBE FOR: What emotions or feelings drive these decisions.
LISTEN FOR: Differences between wing occasions and regular food occassions;
positive or negative emotions; excitement or frustration etc.
Now think about when you are eating wings. What is the situation? At gatherings? Other?
What are you doing?
Who are you with?
Who was the one who made the decision to get wings?
PROBE FOR: Socialization insights
LISTEN FOR: Friend gatherings, family dinner, at home, at work, on a break,
went because of mother, father, friends etc.

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Appendix

Discussion Guide Cont.

Discussion Area B: Motivation
Tell me about the last time you bought wings.
PROBE FOR: Their decision making process
LISTEN FOR: called ahead, picked up on the way home, dined in
Explain the experience.
LISTEN FOR: Where they went, motivations, who they were with etc. along with tonality, word
choices
What prompted you to get wings during this experience (if the restaurant offered other food as
well)?
Did you buy anything else in the process and if so, what was it?
PROBE FOR: decision making, if foods associated with gather types or an impulse decision
LISTEN FOR: sides with wings, toppings, watching sporting events, going out with friends
Do you remember what was going through your minds when you made the decision to
choose wings?
PROBE FOR: Emotions related to the buying experience, what they choose, how they
feel
LISTEN FOR: happy, celebratory, guilty, indulgent
Would you say this was a typical wing experience for you?

If so, what made it a typical experience?
PROBE FOR: Is there a special occasion that makes you want wings? Is it more of an
anytime meal?
LISTEN FOR: types of wing occasions, how wings make consumer feel
Discussion Area C: Competition
Now that we have talked about Wingstop, who are the other wing providers you use?
What motivates these decisions?
PROBE FOR: Competition insight
LISTEN FOR: What makes a wing-serving restaurant best - the atmosphere, the food, location, conveneitn ordering/pick-up?

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Appendix

Discussion Guide Cont.

PROJECTIVE TECHNIQUE
I am going to list off several different wing brands. Please write down one to two words that
first come to mind when you hear each brand name. If you have never heard of the brand,
please write N/A.
Buffalo Wild Wings
Wingstop
Zaxbys
Wing Street
PROBE FOR: Categorizing wing restaurants.LISTEN FOR: Easy pick-up? Options that deal
in bulk? Where they can watch a
game?
Imagine you are hosting a Super Bowl watch party and you find out that buying wings is no
longer an option. What would you serve to your guests instead?
What would replace? Where would you get this?
PROBE FOR: Possible wing substitute
LISTEN FOR: emotions if there are no more wings;
How does the role of health or nutrition play into your decision when you are either buy for or
going to a wing gathering? Does it at all?
PROBE FOR: Health related motivations when consuming wings
LISTEN FOR: How they view wings in their normal diets
Discussion Area D: Wingstop
When I say Wingstop, what comes to mind?
Who here has been to Wingstop?
PROBE FOR: Wingstop awareness and attitudes
LISTEN FOR: Impressions, emotions, feelings associated with Wingstop
If you were to describe Wingstop as a person, who would it be and why?
What are things you like and dislike about Wingstop?
PROBE FOR: current brand perception
LISTEN FOR: identify personified qualities, gather insights

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Appendix

Discussion Guide Cont.

Wingstop has a variety of flavors for its wings. How does flavors play into your experience at
Wingstop, if at all?

PROBE FOR: importance of flavor variety
LISTEN FOR: favorite flavors, taste preferences
What do you think Wingstop should do in the future?
PROBE FOR: current barriers, frustrations or affinity for users
LISTEN FOR: customer service suggestions
Closure (8-10 minutes)
So overall today we talked _____ and _____. You feel _____ about wings and _____ about
Wingstop. Did I understand everything correctly?
Is there anything else anyone would like to add to todays discussion?
Thank you for your time!

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Appendix
Works Cited

http://www.mediabistro.com/alltwitter/rise-millennials_b53400
http://www.pewinternet.org/fact-sheets/social-networking-fact-sheet/
https://www.bcgperspectives.com/content/articles/consumer_insight_consumer_products_millenial_passions/
http://www.fastcasual.com/articles/fast-casual-success-how-wingstop-rose-above-thecompetition/
http://academic.mintel.com/display/706772/?highlight#hit1
http://academic.mintel.com/display/698724/?highlight#hit1
http://www.foodandwine.com/slideshows/best-chicken-wings-in-the-us#!slide=13
http://getmybuzzup.com/rick-ross-wingstop-venture/
http://www.forbes.com/pictures/eimh45eehlm/panera-bread-2/
http://noisey.vice.com/blog/a-brief-history-of-rick-ross-lamest-wingstop-moments
http://www.sodahead.com/living/what-is-the-best-flavor-from-wingstop/question-4380519/?link=ibaf&q=&esrc=s
http://www.consumerfed.org/pdfs/Millennials-Tuesday-GREENBLUM.pdf
Consumer Behavior, by Peter Bloch
https://twitter.com/wingstop
http://instagram.com/wingstop
http://www.wingstop.com/newsroom/press-room/
http://www.wingstop.com/about-us/
https://www.facebook.com/Wingstop/photos_stream
Situational Analysis by Team 1, Labs A & B
People interviewed:
Christiana Marvray
Seinga Macauley
Ally McElroy
Lauren Begnel
Tori Bess
Charles Gutierrez
Nick Strope
Stephanie Grant
Crystal Duan

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