Wingstop Restaurants Inc. Investor Relations

Press release Details

Wingstop Names Two New Creative Agencies of Record

As the brand looks to accelerate its momentum, it sets the stage with new partners

DALLAS, Dec. 05, 2018 — Wingstop (NASDAQ: WING), the award-winning wing experts with more than 1,200 locations worldwide, today announced Leo Burnett Chicago as its new lead creative agency of record following a multi-agency pitch. In this capacity, Leo Burnett will have responsibility for Wingstop’s integrated marketing communications strategy, including advertising, promotions, measurement, and optimization efforts. To better connect franchisee investment to the new national strategy and to further strengthen the effectiveness of local marketing, Wingstop has assigned this portion of its business to 3Headed Monster, based in Dallas.

“Wingstop’s growth continues to outpace the industry, and we are well on our way toward becoming a top-10, global restaurant brand,” said Maurice Cooper, Senior Vice President and Chief Marketing Officer, Wingstop. “The overwhelming reason for this is that every day, more and more consumers are learning of our unmatched flavor experience, and falling in love with our brand. Leo Burnett and 3Headed Monster have brought a fresh and exciting perspective to how we showcase this experience, and bring it to life in a bigger way. They are the right agency partners to help us continue on our exceptional growth journey. We look forward to strong and productive relationships.”

“Wingstop and Leo Burnett share a similar vision: to disrupt our respective industries and drive transformational growth through creativity,” said Andrew Swinand, CEO, Leo Burnett Group North America. “We’re thrilled to be on this journey together, and fans will get a taste of what we have been working on in Q1 of 2019.”

3HM Founder and Creative Chairman Shon Rathbone adds, “Wingstop is poised for big things and we’re proud to join the team that Maurice has put together. This is a brand with a passionate fan base and we look forward to activating that passion at street level, and bringing new converts through the doors in a major way in 2019.”

Both agencies have already started work on the new creative that will launch early next year. Starcom, also part of Publicis Groupe and based in Chicago with Leo Burnett, will continue to lead all media planning and connections efforts for Wingstop. Edible, Inc., who Wingstop brought on earlier this summer, will oversee all public relations, corporate communications and influencer outreach for the brand.

About Wingstop

Wingstop Inc. (NASDAQ:WING) was founded in 1994 and is headquartered in Dallas, Texas. Wingstop operates and franchises more than 1,200 restaurants across the United States and nine other countries around the world. The Wing Experts’ menu features classic and boneless wings with 11 bold, distinctive flavors including Original Hot, Cajun, Atomic, Mild, Spicy Korean Q, Lemon Pepper, Hawaiian, Garlic Parmesan, Hickory Smoked BBQ, Louisiana Rub, and Mango Habanero. Wingstop’s wings are always cooked to order, hand-sauced and tossed and served with our fresh-cut, seasoned fries and made-from-scratch Ranch and Bleu Cheese dips. The Company has grown its domestic same store sales for 14 consecutive years, has been ranked #3 on the “Top 100 Fastest Growing Restaurant Chains” by Nation’s Restaurant News (2016), was ranked #7 on the “Top 40 Fast Casual Chains” by Restaurant Business (2016), and was named “Best Franchise Deal in North America” by QSR magazine (2014). For more information visit or Follow us on and Twitter @Wingstop.

About Leo Burnett Chicago

Leo Burnett is a creative solutions company founded on the idea that “what helps people helps business.” By solving human problems with the power of creativity, Leo Burnett delivers value for people and prosperity for brands. Part of the Publicis Power of One, Leo Burnett won 47 Lions at the 2017 Cannes International Festival of Creativity, including the Grand Prix for Creative Effectiveness. To learn more about Leo Burnett and its rich, 83-year history, visit our site, Facebook page and follow us via @leoburnettchi.

About 3Headed Monster

3Headed Monster, founded in 2014, is an independent creative shop based in Dallas. In 2017, Ad Age named 3Headed Monster one of their Small Agencies of the Year, awarding them a Silver for the Southwest Region. 3HM clients include Wingstop, Nothing Bundt Cakes, Soraa light bulbs, ProSupps sports supplements, Travelocity, BMW and Bridgestone.

Forward-looking Information

Certain statements contained in this news release, as well as other information provided from time to time by Wingstop Inc. or its employees, may contain forward-looking statements that involve risks and uncertainties that could cause actual results to differ materially from those in the forward-looking statements. You can identify forward-looking statements by the fact that they do not relate strictly to historical or current facts. These statements may include words such as “will,” “further,” “growth,” “continues,” “look forward,” “on our way,” “becoming,” “poised,” “looks to,” and other words and terms of similar meaning in connection with any discussion of the timing or nature of future operating or financial performance or other events. Examples of forward-looking statements that could appear in this news release include statements regarding anticipated growth resulting from our new strategic marketing partnerships.

Any such forward-looking statements are not guarantees of performance or results and involve risks, uncertainties (some of which are beyond Wingstop Inc.’s control), and assumptions. Although we believe any forward-looking statements are based on reasonable assumptions, you should be aware that many factors could affect our actual financial results and cause them to differ materially from those anticipated in any forward-looking statements. Please refer to the risk factors discussed in our Form 10-K for the year ended December 30, 2017, which can be found at the SEC’s website The discussion of these risks is specifically incorporated by reference into this news release.

Any forward-looking statement made by Wingstop Inc. in this press release speaks only as of the date on which it is made. We undertake no obligation to update any forward-looking statement, whether as a result of new information, future developments or otherwise, except as may be required by law.

Media Contact
Brian Bell
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