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The Power List
Charlie Morrison is the CEO of Wingstop.

Wingstop CEO Charlie Morrison pursues a mission to 'digitize every transaction'

Meet the technology innovators on Nation's Restaurant News' 2020 Power List

Wingstop has not been shy about its plans to become a digitally driven company. The company has repeatedly stated its mission to “digitize every transaction” and digital initiatives are a regular talking point for CEO Charlie Morrison.

But the results speak for themselves.

In the past year, 36% of domestic systemwide sales came from the brand’s digital channels. The company expanded delivery access from 30% of stores at the end of 2018 to more than 80% of stores at the end of 2019. Same-store sales were up 12.3% in the latest quarter, driven in large part by digital transactions.


In the last year introduced a customized online ordering and mobile app offering what Morrison called a “slick user interface.” Driving digital transactions is particularly important as they are $5 higher on average than other types of orders, the company has said.

Morrison said he expects Wingstop digital sales to grow “well beyond” 50% of total sales in the next several years, with the ultimate goal being for all transactions to have a digital component.

Industry observers say the brand’s ambitions are bold but not unrealistic.

“Digital remains a growth engine for [the] brand,” analyst Andy Barish of Jefferies said a note last year, adding that Wingstop’s goal to digitize all of its transactions is “not out of reach.”

Contact Christi Ravneberg at [email protected] 

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