This restaurant chain is set to open 100 new outlets in the UK in the next 12 years. If you’ve not heard of it here is their corporate video. But what interests me is it’s growth strategy and its international expansion.
Since it opened its first outlet in 1994, it has grown to be a chain of more than 1,000 restaurants worldwide. And it has expanded outside the USA into Mexico, Singapore, the Philippines, Indonesia and the United Arab Emirates. And two weeks before announcing its expansion plans into the UK, it announced it would be opening 30 restaurants in Malaysia.
97% of the chain’s outlets are franchises. Whereas in the USA, these might be with individual franchisees in different cities or states, all of its international expansion has been with a single corporate franchisee awarded the rights to operate the chain in that country. In the UK, this is Lemon Pepper Holdings – which has been specifically set up by UK-based restaurant entrepreneurs to operate the Wingstop franchise.