Wingstop's Smart Kitchen Resonates With Consumers and Enhances Customer Engagement
Wingstop is pursuing an ambitious vision of reaching a $3 million average unit volume (AUV) and over 6,000 locations across the U.S., and its new Smart Kitchen technology is proving vital in this effort. Currently rolled out to 1,000 restaurants, with a full implementation expected by the end of 2025, the Smart Kitchen replaces paper order tickets with digital touchscreens and uses demand forecasting to streamline operations. Results are already promising. Ticket times have dropped from nearly 20 minutes to just 10 within four weeks of implementation. In the Dallas-Fort Worth area, stores using the system are showing stronger same-store sales growth, higher guest satisfaction scores, and better overall operational performance compared to those without it.
During an earnings call, Wingstop CEO Michael Skipworth said, “The Wingstop Smart Kitchen is clearly delivering the game-changing expectations that we established, enabling operational excellence, elevating the guest experience, and fueling growth.” Skipworth added, “What’s more, our brand partners see the impact of the kitchen operating platform in their team member experience and training, guest feedback as well as insight from the new reporting capabilities, all contributing to enhanced profitability. I can’t tell you how many brand partners have told me how much they love the new system, and how much of a game changer it is for their restaurant operations. But most importantly, the results we are seeing from the Wingstop Smart Kitchen are exactly what we had anticipated and are validating the opportunities we have within our strategy supporting our long-term target of scaling AUVs to $3 million.”
Faster service is driving more frequent visits, improving Wingstop’s competitive positioning against other quick-service restaurants. Delivery operations have also seen a boost, with order times now under 30 minutes in many cases, down from over 40 minutes. Wingstop is also leveraging the momentum through menu enhancements, particularly with the Chicken Sandwich and new Crispy Chicken Tenders. These items are driving customer engagement in the lunch and late-night dayparts, and the tenders in particular are helping attract and retain new customers at record levels. Despite a 1.9% drop in same-store sales in Q2, the brand remains optimistic. It opened 129 net new units in the quarter, a company record, and expects to expand by up to 18% in 2025.
Gain more insights through the second-quarter results here.
Walmart Kicks Off Strategic Partnership With Major League Soccer Ahead of 2026 World Cup
Walmart has entered into a multiyear partnership with Major League Soccer (MLS) in a move that signals its growing interest in the sport’s expanding U.S. audience. The collaboration includes Walmart becoming an official sponsor of the league and investing in various fan engagement initiatives. The partnership debuts during the 2025 Leagues Cup, a joint tournament featuring teams from MLS and Mexico’s Liga MX. As part of the agreement, Walmart’s branding will be prominently featured throughout stadiums and broadcasts, and soccer-themed in-store and online shopping experiences will be rolled out to enhance fan interaction.
MLS EVP and Chief Revenue Officer, Carter Ladd, said, “The lead-up to 2026 is a once-in-a-generational moment for soccer in North America. But for MLS, we’ve got to take a step back and think about the 30 years we’ve spent investing in communities across North America to really build sustained energy around the sport that’s going to last well beyond the summer’s event. I think we’re going to see that momentum between now and next summer where the World Cup is really going to help prop up this partnership.”
This alliance comes as the country gears up to co-host the 2026 World Cup. MLS aims to capitalize on the rising national interest in soccer, particularly among younger and more diverse audiences. According to league data, nearly 75% of MLS fans are Gen Z or millennials, and over 30% are Hispanic. These demographics align closely with Walmart’s growing customer base. The partnership is designed to go beyond traditional sponsorship, with plans for co-developed content, community engagement, and a broad media program highlighting both the sport and Walmart’s role in its growth. Among the most innovative aspects of the partnership is the creation of a content creator network that will feature influencers, players, and teams sharing exclusive content through MLS platforms. Additionally, beginning in 2026, Walmart and MLS plan to enhance Saturday match broadcasts with new storytelling segments. A curated soccer shopping hub will also launch on Walmart’s website, offering equipment, fan gear, and event-ready products.
Read all about it here.
Little Caesars Collabs With Marvel Studios for Fantastic Four Fan Experience
Little Caesars is enhancing its partnership with Marvel Studios’ “The Fantastic Four: First Steps” by introducing an interactive in-app challenge. Building on the release of its themed “Fantastic Four-N-One” pizza, the promotion now includes a character quiz available on the Little Caesars app or website. Fans who complete the quiz and order the special pizza will unlock exclusive discounts based on which Fantastic Four hero they align with, adding a personalized and fun twist to the movie-themed campaign.
For example, fans identified as Mister Fantastic will receive 20% off any pizza, while Human Torch fans enjoy 50% off any bread. Invisible Woman’s followers will get 20% off a future order, and those aligned with The Thing receive a $3 discount on a future purchase. The digital challenge is part of a broader summer marketing push that included collectible pizza boxes forming a team image and a custom TV commercial directed by the film’s production designer, Kasra Farahani.
Debuted on June 16 at a price of $7.99, the Fantastic Four-N-One pizza includes four distinct flavor pairings, including Classic Cheese, Pepperoni, Italian Sausage & Bacon, and Pepperoni & Jalapeño, with two slices of each. Little Caesars also appears in “The Fantastic Four: First Steps” movie, further deepening the partnership. Through August 10, customers who spend $20 or more (excluding third-party delivery) will receive a code for $4 off a movie ticket to see the film, tying together food, fandom, and film in one cohesive experience.
Watch this fun and engaging YouTube promotional video of the campaign.
Original Article Links:
Wingstop’s Smart Kitchen Slashes Wait Times, Lifts Satisfaction, and Could Be Key to Driving $3M AUV
Walmart, MLS ink partnership to capitalize on growing U.S. soccer fandom
Little Caesars unveils Fantastic Four-themed rewards challenge