American fast-food chain Wingstop opens ‘House of Flavor’ pop-up in Paris, aiming to attract over 50,000 visitors while paving the way for potential growth across France.
Wingstop Launches Ambitious Expansion in Paris with ‘House of Flavor’
Paris, 27 July 2024 – American fast-food chain Wingstop has set ambitious plans for expansion in France, kicking off with the opening of “House of Flavor” at the historic La Caserne, located at 12 Rue Philippe de Girard, Paris. Running until August 10, this pop-up restaurant and cultural hub aims to attract more than 50,000 visitors and marks the beginning of potential growth to over 200 restaurants across France.
The “House of Flavor” will offer complimentary servings of Wingstop’s wings, hand sauced-and-tossed in five of the chain’s signature flavours, alongside seasoned fries and freshly made ranch dressing. In addition to the culinary offerings, the event promises a variety of urban culture experiences including 3×3 basketball showdowns, breakdance performances, dance battles, and streaming of sports events.
Highlighting the cultural aspect, a club featuring Parisian DJ collectives will operate from Tuesday to Sunday, culminating in a major music night on August 8, which will see notable hip-hop and rap artists take the stage. Fashion and art are also focal points, with services like haircuts from acclaimed barbers, nail art manicures, and even tattoos being offered, alongside exclusive merchandise designed by local artists.
The meticulous planning behind “House of Flavor” indicates Wingstop’s determination to make a significant impact in the Parisian food and culture scene. This effort aligns with the company’s larger global strategy, which aims to position Wingstop among the top ten global restaurant brands. The first permanent Wingstop location in Paris is expected to open its doors in 2024.
Meanwhile, Wingstop fans in the United States can enjoy the brand’s offerings through the “Summer of Flavor Bundle.” This package includes 25 boneless wings, a large fry, Cajun Corn, three dips and two 20oz drinks, available nationwide for $24.99. The bundle can be ordered online or via the Wingstop app.
Melissa Cash, Wingstop’s Chief Brand Officer, commented on this dual initiative: “Our mission at Wingstop is to Serve the World Flavor and there’s no better stage than Paris this summer as flavour fans from around the world descend on the iconic city. Whether at the ‘House of Flavor’ pop-up or getting fans’ flavour fix with the Summer of Flavor Bundle, this is an exciting step as we scale Wingstop into a Top 10 Global Restaurant Brand.”
Founded in 1994 in Dallas, Texas, Wingstop has grown to over 2,250 locations worldwide. The company’s reputation for its unique flavours and engaging customer experiences has earned it a place on several prestigious franchise lists, including Entrepreneur Magazine’s “Fastest-Growing Franchises” and Technomic’s “Top 500 Chain Restaurant Report.”
The footprint Wingstop is laying down in Paris and potentially across France is indicative of the brand’s broader growth strategy, cementing its place as a key player in the global fast-food market.