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Wingstop to launch into South Korea, building Asian reach

(Source: Bigstock)

US-based restaurant chain Wingstop says it will expand its footprint in South Korea – a month after it revealed plans to double its restaurants in Indonesia.

Wingstop, headquartered in Texas, offers classic and boneless chicken wings, tenders, and thigh bites, cooked to order and served with a choice of 11 sauces. 

Aiming to expand its footprint across Asia, Wingstop has signed an agreement for the development rights for South Korea, planning to open 60 restaurants over a 10-year period, with the potential for 200-250 there long term. The first is scheduled to open next year.

Wingstop says the Asian expansion is part of the brand’s strategy to enlarge its global portfolio. The company says it will use technology both in-store and off-premise, aiming to offer different customer experiences.

Last month, Wingstop doubled its commitment from 60 to 120 restaurants in Indonesia by 2028. In addition, the first 100 planned restaurants in Canada will open next month.

The brand believes it can achieve 7000-plus global restaurants – more than 3000 of which are expected to be outside of the US.

Nicolas Boudet, Wingstop’s president of international, said the established demand for western brands among Koreans and a tech-savvy, delivery-centric consumer base would be a key to Wingstop’s success there.

“This agreement demonstrates the brand’s strong global expansion momentum, on the heels of development milestones in Canada and Indonesia. In partnership with an established operator in the region, we look forward to bringing our cravable flavour experience to Korea – a vibrant market that is influential in the Asia-Pacific region and a key growth lever for our business.”

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