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Wingstop Reveals New, Sportier Concept

Wingstop, the 485-store chicken wing chain, debuted its new concept, Wingstop Sports, in Brownsville, Texas.

Wingstop reveals new sportier conceptThe 2,800-square-foot, 98-seat prototype stands slightly larger than the traditional 1,500 square-foot stores and will drill down the menu to hone in on the chain’s poultry specialties. That translates into a menu without burgers but features more chicken-based sandwiches. Wingstop Sports’ décor features sports-related memorabilia and features 10 flat-screen TVs, in contrast to only two in it is original stores.

The new concept allows for limited table service and a separate counter for carry-out orders, which tend to account for 75 percent of the typical store’s revenue. Company execs hope to attract more dine-in customers with the new concept, and they expect to boost alcohol sales by 6 percent to 10 percent. Kathy Diamond Design Associates designed the new look.Wingstop reveals sportier new concept