Wingstop, the American chain renowned for its buffalo wings in 12 distinct flavors, is officially landing in Australia. Founded in Texas in 1994, the franchise boasts a global presence with over 2,500 stores, primarily in the United States, and approximately 360 locations across Asia, Europe, Britain, and the Middle East. The company is listed on the Nasdaq stock exchange and has a valuation of $7.5 billion.

The new Wingstop store in Kings Cross, Sydney. Credit: Janie Barrett

Aussie Twist on a Classic

While maintaining its core menu of 12 flavors, ranging from the mild Hawaiian to the fiery Atomic, Wingstop’s Australian team is eager to infuse a local touch. The team plans to create a secret menu by combining existing flavors, offering a unique experience tailored to Australian palates.

The Team Behind the Wings

The australian team is led by seasoned industry professionals. The team includes:

• Kehl: Previously with Craveable Brands’ Oporto and Red rooster for three years, and KFC for 13 years. Some colleagues and friends have nicknamed him Chicken Man.
• Paech: Corporate operations director, with extensive experience in pubs and hospitality venues.
• Jono Spragg: Corporate operations director, with extensive experience in pubs and hospitality venues.

A Long-Awaited Arrival

Wingstop’s entry into the Australian market has been years in the making. Initial plans in 2017 with a different master franchisor did not materialize. The current venture is backed by JPK Capital, a family office firm led by entrepreneur Jonathan Poulin, who successfully introduced Wingstop to Canada in 2022.

[it] has been hugely successful. They’re going to open about one store every month. So a very aggressive expansion plan [that] has seen unbelievable growth from day one, and we want to replicate that here in Australia.
kehl

Filling a Gap in the Market

Australia’s fast-food scene is evolving, with local players like Guzman y Gomez expanding rapidly. While chicken remains a popular choice, with Korean-fried chicken and Lebanese chains like El Jannah gaining traction, no major chain has focused specifically on wings.

Spicy Korean boneless wings, and Hawaiian Boneless Wings at the new store. Credit: Janie Barrett

Wingstop aims to change the perception of wings as merely a side dish.

In Australia, the perception is that it’s a side dish, or it’s something you get at the pub, whereas the movement globally and driven by the States is that it’s its own thing, it’s a proper meal, it’s centre of plate as the hero.
Paech

the goal is to establish wings as a main course option, encouraging frequent consumption.

That’s our challenge, to change that perception and show the local market that that’s what we are. You can eat chicken five times a week.
Paech

Expansion Plans and Community Engagement

Wingstop plans to establish a presence in every Australian capital city,aiming for a network of over 100 stores by 2035. High demand in culturally diverse areas has prompted the team to confirm that their chicken is halal.

People are screaming from these suburbs that we sort of knew would be targets, but that’s even making us change and adapt our development schedule to feed the people. Western Sydney is a clear leader in the noise that’s coming in.
Paech

Hot honey tenders being dipped into ranch sauce. Credit: janie Barrett

Drawing inspiration from its partnerships with the NBA and the hip-hop scene in the U.S., wingstop intends to sponsor local sports teams and provide platforms for emerging DJs.

No Apprehension About anti-U.S. Sentiment

despite global trade uncertainties, the Wingstop team remains confident about its reception in Australia.

We whent through every single comment and message … I didn’t see one [negative comment].
Paech