Wingstop Restaurants Inc. has named Stacy Peterson to the newly created position of chief experience officer, the company said Tuesday.
Peterson has served as chief information officer at the Dallas-based fast-casual chicken wing chain since 2014. She will continue to report directly to Charlie Morrison, Wingstop president and CEO.
“Wingstop is committed to delivering a world-class guest experience,” Morrison said in a statement. “Stacy’s leadership in the digital space has been a driving force for the company, significantly enhancing how fans interact with our brand, including via social ordering on Facebook Messenger and Twitter and voice-activated ordering on Amazon Alexa.”
Morrison said those innovations have helped Wingstop grow digital sales to more than 20 percent of the company’s total.
“With her keen understanding of our business and guests, Stacy is uniquely positioned to take on this newly created and expanded role,” he added.
As CXO, Peterson will leverage guest feedback and insights as they apply to consumer-facing technologies, including point-of-sale systems.
“Wingstop has made significant strides through our technological innovations, especially in the digital realm,” Peterson said in a statement. “Knowing that our fans now have the ability to interact with the brand through various channels, I look forward to growing the ways we offer our guests a truly world-class experience in every aspect of our business.”
Wingstop, founded in 1994, has 1,031 restaurants in the United States, Indonesia, Mexico, the Philippines, Singapore and the United Arab Emirates.
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