Wingstop Amazon echo Alexa Courtesy of Wingstop

Wingstop teams with Amazon Alexa on voice ordering

Operator is first in the restaurant space to offer voice-activated, customizable ordering

Wingstop Inc. now offers voice-activated, customizable ordering through Amazon Alexa, the company said Tuesday.

The 949-unit, Dallas-based operator allows customers to used the cloud-based Alexa service to place orders and re-orders, make payments and get estimated pick-up times. Wingstop is the first restaurant brand to offer full-menu voice-activated ordering through the device.

“Wingstop is digitally driven, and the launch of voice-activated ordering is the next step in our commitment to providing the most convenient, engaging and cutting-edge brand experience for our fans,” said Stacy Peterson, CIO of Wingstop, in a statement.

Digital orders accounted for 19 percent of Wingstop’s total in the third quarter ended Sept. 24, the company said.

Amazon’s voice-activated Echo products and Google’s similar Home devices allow users to request and play music; find information, like recipes; set a timer and complete other tasks.

Both products will list restaurants near any particular location, according to Restaurant Hospitality, and Amazon’s device will allow users to “ask Alexa” for restaurant meal deliveries in about 20 cities with Amazon Prime if they have made earlier orders through Amazon.com.

Wingstop said its branded Amazon Echo capability takes the experience further, letting users activate an order by using basic vocal prompts such as “Alexa, ask Wingstop to order wings;” “Alexa, ask Wingstop to order favorite;” or, “Alexa, ask Wingstop to order an eight-piece classic wing combo with lemon pepper, fries and ranch.”

Customers must enable the skill in the Alexa app and then link their Wingstop account. Patrons can also manage favorites, set order locations and save payment information for future transactions.

“We are proud to be working with Amazon to enable Alexa ordering of Wingstop combos, as well as re-orders and favorite orders, plus the ability to customize flavors, dips and sides — making ordering your favorite wings easier and more fun than ever before,” Peterson said.

Rob Pulciani, director of Amazon Alexa, said: “We’re thrilled to be working with Wingstop to launch the first full-menu voice-activated ordering functionality, allowing customers to avoid the line by ordering through Alexa.”

Wingstop pioneered social ordering on Facebook Messenger and Twitter last June, expanding on more traditional customer ordering or via mobile device. 

For the third quarter, Wingstop’s net income decreased to $2.8 million, or 9 cents per share, compared with $3.2 million, or 11 cents per share, the previous year. The company said it had higher labor and administrative costs compared with the same quarter last year. Revenue in the quarter increased 14 percent, to $21.8 million. Domestic same-store sales rose 4.1 percent. 

Wingstop, founded in 1994, owns and franchises restaurants in the United States, Indonesia, Mexico, the Philippines, Singapore and the United Arab Emirates.

Contact Ron Ruggless at [email protected]

Follow him on Twitter: @RonRuggless

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