Wingstop is expanding in Spain with the imminent opening of four ghost kitchens in Madrid. The kitchens – the first two of which will open on 31st March 2022 in Madrid – were brought to market in partnership with a kitchen logistics partner to jumpstart Wingstop's presence in Spain. The third is scheduled to open in early April, with the fourth earmarked for a summer launch. Through a delivery-only method, these four kitchens will collectively reach flavour fans across nearly all of Madrid. This is the first of a larger footprint potential in Spain, which is seen as a key growth market for Wingstop.
For the expansion into Spain, Wingstop seeks to capture the attention of new customers by offering its distinctive brand proposition focused on flavour. The company aims to recreate the devoted fanbase developed in the UK, the U.S. and other countries around the world. The delivery-only, ghost kitchen model will quickly integrate the brand into Spain, where Wingstop expects a traditional franchise opportunity to follow in time and is actively seeking a partner to lead its brick-and-mortar growth.
"We are excited to bring the flavour of Wingstop to Spain initially leveraging a delivery-only method. By embracing our entrepreneurial spirit, in just 12 weeks from planning to execution, we're getting Wingstop in front of consumers in Madrid," said Wingstop Vice President EMEA, Lisa Paton.
Wingstop believes it can operate 7,000-plus global restaurants, 3,000 of which are expected to be outside of the US. EMEA is an important component of the global growth strategy, with new markets targeted within the Middle East and Western Europe. Further expansion is also planned for countries where Wingstop has already launched, such as the UK, which has been a major success story for Wingstop.