Wingstop announced that it is shaking up its management organization to bring marketing and information technology closer together. Noting that 25 million consumers are now placing orders on the brand’s digital platform and that 65% of orders are now digital, Wingstop stated an audacious goal of achieving 100% of orders being digital.
The bold move not only represents a major salvo in the rapidly escalating digital arms race underway in the QSR market, but it’s also evidence of brands’ awakening to the power of one-to-one marketing and why it’s vital to focus marketing resources beyond traditional mass-marketing approaches.
The digital arms race
Many brick-and-mortar brands learned the hard way during the COVID-19 pandemic that the sure-fire, mass-media avenues they’ve used for decades, such as live sports sponsorships on television, suddenly failed to reach their audiences.
Meanwhile, brands that built priceless first-party data by investing in their owned media
Article source: https://www.nrn.com/fast-casual/why-wingstop-s-corporate-shakeup-such-game-changer
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