The Journey to getting to 15% online and mobile sales

1. GETTING TO 15%
ONLINE AND MOBILE SALES
The Journey

2. Future is Today

3. My Big Goal
 Get to 15% online and mobile sales
 Pizza guys are at 50%, could be us
Online and mobile ordering needs to be:
– Faster
– Easy and convenient
– Cheaper

4. Current State
Current View
 5% Online Sales
 15% repeat visit
 Decrease in guest
satisfaction
Current Situation
 Technology is
outdated, absent, or
broken
 Technology deployment
far exceeded forecast
 Online ordering
experience inconsistent

5. The Gap is BIG

6. Overcoming Obstacles

7. Current Challenges and Attack Plan
1. Takes longer to order
online than calling in
2. Ordering process is not
user-friendly
3. Inconsistent in store
experience
1. Decrease online order
time
2. Redesign order process
3. Hospitality focus and
technology
improvements

8. Vast Opportunities

9. Revenue & Opportunity Costs
Opportunity Cost
 Reduce churn
 Increase visit frequency
 Higher avg. ticket
 Capture missed phone-in
orders
Intangible Benefits
 More guest data
 Guests refer more
 Greater guest satisfaction

10. The Journey

11. 3 Things to Make it Happen
1. Improve guest experience
2. Enhance technology
3. Drive trial online

12. Improve Guest Experience
 Simplified guest checkout
 Single guest profile
 Skip the line

13. Enhance Technology
 MicroSale POS Integration
 Replace fax machines
 New online ordering system

14. Drive Trial
 Aggressive and exclusive online offers
 All marketing includes online call to action
 Suggestive selling in store / on hold

15. Make it mine

16. Scenario 1 – Aggressive Marketing
Technology:
Jun. 1 – Sept. 15
– New online ordering system only
 Requires two developers
Marketing:
Sept. 15 – Dec. 31
– In store suggestive selling – via on hold music, digital boards,
employee scripts
– Place QR codes on all print media
Nov. 1 – Dec. 31
– FREE Android Smartphone Offer
 In-Store POP: counter card, window cling, bag stuffers, table tents,
order receipts
 Utilize Wingstop digital properties: Email blast, Facebook, Twitter,
Instagram, Pinterest, YouTube, Google+
– Online and Mobile Display, Paid Search, Digital Radio

17. Scenario 2 – Fast Track Technology
Technology:
Jun. 1 – Sept. 15
Plan complete and new online ordering system launched by Sept. 15
– Requires four developers
Marketing:
Sept. 15 – Dec. 31
– In store suggestive selling – via on hold music, digital boards, employee
scripts
– Place QR codes on all print media
Sept. 15 – Oct. 31
– Online exclusive offer – promote via social media, website
Nov. 1 – Dec. 31
– FREE Android Smartphone Offer – promote via in-store and digital
 In-Store POP: counter card, window cling, bag stuffers, table tents, order receipts
 Utilize Wingstop digital properties: Email blast, Facebook, Twitter, Instagram,
Pinterest, YouTube, Google+

18. Timing & Next Steps

19. 9 Key Initiatives in Order of Priority
Support
1. MicroSale POS Integration
2. Replace fax machines
3. In-store training / contests
4. Online coupon capability
5. Marketing promotions
Guest Facing
1. Simplified guest checkout
2. Single guest profile
3. Skip the line
4. New online ordering system

20. Timing
Support Dates / Timing
1. MicroSale POS Integration Jul 31
2. Replace fax machines Aug 15
3. In-store training / contests Sept 15
4. Online coupon capability 5 weeks
5. Marketing promotions Nov. 1 – Dec. 31
Guest Facing
1. Simplified guest checkout 4 weeks
2. Single guest profile 6 weeks
3. Skip the line 4 weeks
4. New online ordering system 10 weeks

21. APPENDIX

22. OPPORTUNITY COSTS
Data Analysis

23. Payment Failure Summary
Payment failures are when the credit card doesn’t process.
– Reasons for failed orders
 Insufficient funds
 Typing error
 Unable to obtained bank authorization
Guests have requested the ability to pay cash in store.
– Reasons for cash option
 Someone else is picking up the food (credit cards require ID verification)
 Don’t have a credit card
 Just want to pay cash
Recommendation:
Add the option to pay at the store. Currently there are 150 stores with cash only options. Suggest
adding it to the rest of the system, so guests have the option to pay with credit card or cash in-store.

24. Transmission Failure Summary
Transmission failures are when the order doesn’t process via fax machine.
A fax machine can only accept one order at a time, causing all other orders
coming in to fail. This is a huge missed opportunity from both a revenue and
guest satisfaction standpoint.
Recommendation:
Option 1: Expedite replacement of fax machines with DTA/ Netbook interim solution
Option 2: Mandate immediate integrated POS solution across entire system

25. Growth Opportunity Analysis

26. Analysis Detail

27. MARKETING CAMPAIGN
Promotion Details

28. FREE Android Smartphone Offer
Program Structure
Consumers who engage with Wingstop during the
promotion period will be instantly rewarded with a
free new Android Smartphone customized with
Wingstop mobile app or icon to mobile version of
ordering.
To get their free phones, participating users go to
the custom co-branded offer redemption page,
select a Smartphone of their choice, click to extend
their existing plan to their new phone (or select a
new carrier/plan). The Smartphone is then
activated and shipped to arrive within 72 hours.
Offer Details
Media Placement:
 In-Store POP: counter card, window cling,
bag stuffers, table tents, order receipts
 Utilize Wingstop digital properties: Email
blast, Facebook, Twitter, Instagram,
Pinterest, YouTube, Google+
 Online & Mobile Display, Paid Search
Campaign Flight:
Nov. 1 – Dec. 31
Drive Trial:
Get a FREE Android Smartphone –
When you spend $30 at WINGSTOP.COM
Repeat Visit:
 Wingstop mobile app will be installed on
each device shipped through this program
 Bounce back offer will be printed and placed
in phone box

29. FREE Android Smartphone Offer
Wingstop Benefits
o Low cost, high reward, compelling user incentive
o Free Android Smartphone, an average $150 retail value
o Wingstop mobile app will be installed on each
device shipped through this program
o Wingstop will be provided with $39.00 in partner co-
marketing funds per smartphone shipped as a result
of the program
o Easy, turnkey execution
Wingstop Cost
o $1.00/phone (deposit)
o $1.00/phone is later refunded as phones ship to
participating Wingstop consumers

30. FREE Android Smartphone Offer
Break-Even Analysis
ROI Analysis
Incremental revenue = combined sum of co-marketing funds and online orders at min. $30.00 ticket
Incremental Revenue: $75k - $6.9M
Current avg. online order is $24.15. Even if shift from $24.15 to $30 on existing guests, incremental revenue is gained
Incremental Revenue: $14.6K - $4.5M