After a slow and deliberate test over the past two years, Wingstop is finally pushing forward with delivery around the country.
The Dallas-based chicken wing chain said on Monday that it has expanded delivery to two of its larger markets, Los Angeles and Houston, through DoorDash.
Wingstop and DoorDash are offering free delivery in Los Angeles from today through Dec. 2. In Houston, delivery will begin on Nov. 28 and the service will be free for a week, from Dec. 10 through Dec. 16.
“The future of dining is delivery,” Stacy Peterson, Wingstop’s chief experience officer, said in a statement. “And we believe that the national partnership with DoorDash is the best way for us to deliver Wingstop flavor to the doors of our fans.”
The company is taking a market-by-market approach to delivery. The company tested the service in three markets, Chicago, Austin, Texas, and Las Vegas, and recently expanded into Denver.
Company executives believe those tests went well and have said that the service is past the testing phase into a rollout strategy. The company plans to have delivery in 80% of its more than 1,200 locations by the end of next year.
Charlie Morrison, Wingstop’s CEO, said on the company’s most recent earnings call that delivery has generated higher average checks and remains profitable for the company’s franchisees.
“We believe this market-by-market approach to our rollout of delivery would help us ensure that we deliver on our guest expectations while introducing new guests to the Wingstop brand with a great initial experience,” Morrison said.