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Wing Zone is a fast-casual restaurant franchise offering bigger, better, flavor-fuzed wings, plus burgers, tenders & more. However, despite being named one of the fastest-growing franchise concepts in the industry, Wing Zone had a problem: they didn’t have much a digital marketing strategy, and it was affecting their ability to grow.

  • Main Practice Area: Food & Beverage
  • Challenge: Lack of digital marketing strategy.
  • Location: Atlanta, GA
The client's website on 3 mobile phones.

The Challenge

For nearly two decades, Wing Zone—one of the most widely-recognized restaurant franchises in America—didn’t have much of a digital marketing strategy.

No Google ads.

No Facebook ads.

And no long-term digital marketing plan.

But in 2017, Wing Zone realized the absence of a digital marketing strategy was hampering their
ability to grow.

If they wanted to improve their visibility, increase foot traffic at their franchises, and increase their sales, they would need to create a comprehensive digital marketing campaign.

The Solution
A Comprehensive Digital Strategy

Starting with four franchisee locations and focusing on audiences within a 10-mile radius of each restaurant, Wing Zone began using a mix of search, display, remarketing, and Facebook advertising.
Wing Zone's website on an iPad.

An Integrated Marketing Platform

To track the results of those advertising efforts, each location was connected to an integrated marketing platform (the Scorpion Marketing System)
capable of measuring key data points that could be used to make intelligent advertising optimizations in real time, increasing revenue and ROI.
A screen shot of Wing Zone's website.

A Vision of Success

To be considered a success, Wing Zone needed to see the following results from its investment in Internet marketing:    
 1. Increased sales revenue  
2. More online orders  
3. Higher foot traffic  
4. More positive reviews online  
5. Increased brand awareness

The Outcome

  • Total Revenue $112,351
  • Total Impressions 3,471,952
  • total paid visitors 24,768

From having a near-absent digital marketing plan in 2017 to gaining a powerhouse strategy within 12-weeks, a lot has changed for Wing Zone in a short period of time. By partnering with a team of marketing experts dedicated to bringing tangible results, Wing Zone’s average online customer order size had increased by 30%, total customer traffic had skyrocketed by 44% across all four locations, and paid advertising was responsible for approximately 60% of all new traffic—all within 3 months.

Matt Friedman in His Own Words

"Getting new customers in the door, being able to track where they came from, how much they spent, and how they ordered...It’s a game changer."

Matt Friedman Co-Founder & CEO, Wing Zone
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