“It is a vision of ours that anything we do to facilitate a digital transaction be seamless. DoorDash’s orders are integrated directly into that system, a detail that enables consistency, accuracy and efficiency–significant factors for a satisfying customer experience. That data, by the way, is collected through Wingstop’s point-of-sale system. However, the DoorDash partnership entails much more than providing delivery logistics and incremental sales lifts.Įarly on, Wingstop tapped into DoorDash Drive, a product that enables the chain to leverage the delivery company’s backend infrastructure without driving guests away from its native ordering channels. This keeps guests in the brand’s space, avoiding confusion or extra steps, and allows Wingstop to keep much of their data. That is certainly good news for the chain as checks for delivery are typically $5 higher on average versus traditional channels, and can be as much as $10 higher than dine-in orders. Wingstop’s delivery channel generated a sales mix in the low to mid-teens prior to the pandemic and is now at about two times that level. That service mentality, in my opinion, runs through the entire organization, which has ultimately led to its success,” Xu said. “Wingstop was among the first brands I’ve heard ask us how we can make the guest experience as good with Dashers as they do with their own guests. When the chain first began rolling out delivery, for example, the companies spent months testing store-level details across the entire system in an effort to make sure Dashers could quickly pick up food orders on one side of the restaurant and fountain drinks on the other side. The executives admit this three-pronged priority is a key to their successful partnership. Where the two companies really find their spark is through their shared commitment to operational efficiencies driven by technology–efficiencies that benefit the franchisees, the DoorDash Dashers (drivers) and Wingstop’s customers. Indeed, the delivery company has been on its own tear the past two years, leapfrogging competitors like Uber Eats and Grubhub GRUB to control market share in the competitive space. Morrison also credits that merchant focus for DoorDash’s own success.
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