Wingstop on Wednesday named Maurice Cooper its chief growth and experience officer, giving him oversight of “the end-to-end guest experience.”
Cooper has been Wingstop’s chief marketing officer since last June, and he will keep those responsibilities. The Dallas-based company said that he will lead its “revenue-driving initiatives,” including delivery and “digital innovation.”
“He has done an exceptional job of sharpening our definition of the Wingstop brand and helping us to expand to new audiences,” CEO Charlie Morrison said in a statement.
In addition, Wingstop named Kevin Fish senior vice president, digital. He will lead Wingstop’s goal to “digitize every transaction.”
Fish has been with the company for the past five years and was responsible for rolling out a new point-of-sale system across the entire company. He also led the development of the company’s website and mobile app. Morrison called Fish’s leadership in digital “a driving force” for the company.
Wingstop was founded in 1994 and operates more than 1,200 locations in the U.S. and worldwide.