Challenge

Wing Zone came to Design Coup as a small (under 25 units) regional franchisor for take-out/delivery Buffalo wings. With an eye toward national growth, Wing Zone sought to refocus its marketing and to develop lively consumer promotions in order to build the company into a national brand.

STRATEGY

Design Coup developed all the necessary elements for a cohesive, national brand. The branding was refocused around 1) Wing Zone's flavors, 2) Speedy delivery of a pizza alternative, and 3) Wing Zone as the fastest-growing franchise food concept. Design Coup created menu systems, advertising, and a lively consumer Web presence.

Results

In the first two years working with Design Coup, Wing Zone doubled in size and locations (currently over 80) and is now expanding internationally. The company was profiled on the Food Channel, and in magazines and newspaper stories. Brand awareness continues to grow through ongoing advertising campaigns. In one test distribution, Design Coup's post cards and door hangers increased sales 40 percent. Design Coup created a hotel room table tent that increased in-room delivered food sales 300 percent. Design Coup was twice recognized as Vendor of the Year by Wing Zone.

SOLUTION PORTFOLIO

Consumer/Corporate Website

Wing Zone's new, multi-functional website includes a seasonal promotional animation, a comprehensive franchise development site with online application, email registration, monthly specials, plus a map-driven location finder that delivers detailed store information. Visit wingzone.com.

Menus, Doorhangers and Postcards

These direct mail pieces were redesigned to emphasize Wing Zone's award-winning flavors. The menu layouts were reorganized for better organization. New food photography was created throughout.

Radio Advertising

Design Coup produced two radio spots in 30 and 60 sec versions. "Game Show" highlights Wing Zone's zesty flavors. "Champion" celebrates Wing Zone's #1 national ranking for the best tasting wings in America.

Television Spot

This 30 second spot was written and produced by Design Coup to introduce the Wing Zone concept. It was shot in High Definition to give it a film look. The final budget was a small fraction of most national spots, but compares favorably on the screen.

Advertising

Advertising circulars play a major role in Wing Zone's ad strategy. These quarterly inserts use seasonal promotions, coupon specials plus a full menu to make home delivery quick and easy for customers.

Outdoor Advertising

The Wing Zone demographic includes bus riders who rely on delivered food. This bus shelter campaign gets the message in front of hungry commuters.

Public Relations

Wing Zone has maintained a strong media presence, including featured segments on CNBC, The Food Channel, Fox Business and more. Design Coup works in partnership with No Limit Media Consulting, a specialist in franchise publicity and social media.

In-Store Graphics

Design Coup created static clings and posters to introduce new menu items, and designed a new menu board to enhance the store image.