The owners of Wingstop, a fast-food chain aimed at social media-obsessed Generation Z, have announced plans to open up to 100 branches over the next five years in a bid to boost the struggling UK dining market.

Tom Grogan and Herman Sahota, who run Lemon Pepper Holdings, Wingstop’s master franchisee in the UK, already own 43 restaurants across the UK, including 18 locations in London.

The two, who run the business along with Saul Lewin, the chain’s third co-owner, had no experience in the food and beverage business before bringing the popular American fast-food chain across the pond.

“We have previously been active in real estate and private equity, never in the hospitality industry,” said Sahota. City AM

“We actually cold emailed Wingstop,” Grogan added, explaining that it took just 18 months to convince the U.S. team and a handful of investors to back their venture.

“We identified a market position for a fast-casual operator looking to gain a foothold in the UK, similar to what we saw with Five Guys in the burger space,” he explained.

Wingstop has been a success in the US for several decades with an extensive offering of over 1,400 locations. The company was listed on the New York Stock Exchange in 2015.

The franchise’s aesthetic is youthful and energetic, and the brand is popular among hip hop and rap fans, thanks largely to rapper Rick Ross, who has acquired several websites in the United States.

“After tasting Wingstop’s signature lemon pepper flavored wings in Miami, I knew this was a franchise I wanted to add to my investments,” the “Stay Hustlin” rapper explained in a press release.

Grogan, 33, said this was a culinary and cultural experience he wanted to replicate in the UK.

“Over the last 10 to 15 years, the food and beverage sector has stagnated from both a consumer and marketing perspective.

“We thought we could bring (Wingstop) to the UK and really develop a marketing strategy that appeals to Generation Z and youth culture,” he explained.

Wingstop’s primary market is people aged 16 to early 20s and the company sells a range of chicken and fries.

The company has collaborated with brands popular with today’s youth, such as JD Sports, and launched a YouTube series presented by content creators.

“Wingstop is a brand that screams something for many kids across the UK and we’re building on that aspiration by working with the likes of JD Sports, GymShark and Foot Asylum,” said Grogan.

However, the company’s most successful marketing tool was probably the Chinese social media platform TikTok.

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Wingstop UK has almost half a million followers on the app. Its most successful video, with over 11 million views, shows images of the company’s products accompanied by a Beyoncé song from the 2000s.

They’ve also collaborated with social media stars like Realstepz (who has 3 million followers), and a video of the creator at the checkout line garnered over 5 million views.

Sahota said: “Our main consumers are between 16 and early 20s. I guess the channel they use and interact with the most is TikTok. We had to pivot to that and create content that is much more human and reaches that customer.”

A handful of “culturally relevant” social media stars have also received a “Black Card,” which gives them unlimited access to Wings in stores.

Wingstop, one of the biggest success stories in the fast-casual market in recent years, has big expansion plans in the UK.

Sahota said: “When assessing the UK market, we identified significant expansion opportunities due to the fact that chicken is more widely consumed compared to other cuisines.

“Based on thorough research and knowledge of our competitive environment, we are confident that we can open at least 100 locations in the next five years, with the total market potential being over 300 locations.”

They have already unveiled plans to open 15 stores across the UK this year.

The largest Wingstop location to date will open at Stratford City Westfield. Located on the first floor opposite the World Food Court, it will cover 465 square metres with over 160 covers.

They are also ready to open a location near Clapham Common.

Like many companies, they are not immune to inflationary pressures, but the company said it has only raised prices twice and remains financially healthy.

Grogan said: “Our financial performance for the period January to December 2024 suggests that we will achieve nine-figure revenue.

“Despite our aggressive expansion strategy, the business remains healthy and profitable at the Group level, a testament to the effectiveness of our operating efficiencies and the strength of our business model.”