East Coast Wings & Grill Turns to Quick Service

Continuing to outperform others in the casual-dining segment with 26 consecutive quarters of positive, double-digit same-store sales, East Coast Wings & Grill unveiled plans to complement its existing restaurant success with the launch of a quick-service “On-the-Go” concept.

The fast-growing casual-dining franchise, known for its 75 flavors of chicken wings, developed the quick-serve concept as way to help existing franchisees enter into additional, high-traffic markets within their territories. The new prototype shrinks the East Coast Wings & Grill footprint from 4,300 square feet for a full-service location to roughly 1,400–1,800 square feet.

The new prototype, which features an abbreviated menu and take-out service, will be available only to existing East Coast Wings & Grill franchise owners, or new awarded area developer agreements who purchase three or more units. The On-the-Go model includes seating for 35–45 customers, versus the 135 average seats in the traditional, full-sized East Coast Wings & Grill locations.

According to CEO Sam Ballas, the Winston-Salem-based franchise will open the first three East Coast Wings & Grill On-the-Go prototype locations later this year, two of which are franchisee owned. The decision to develop the prototype followed research showing an opportunity existed for additional market share among lunch goers and takeout customers in high-traffic areas within a current franchisees’ territory.

“The On-the-Go model is an incredible opportunity for East Coast Wings & Grill franchisees and area developers to increase their customer base and, in turn, their potential revenue. Our unit-level economics are so strong that we are looking to maximize the repeat business,” says Ballas, noting that in the second quarter of 2010 alone, East Coast Wings & Grill locations were outperforming 2009 second quarter totals by 16.62 percent.

“Our success starts with an unwavering commitment to fresh ingredients, hiring and training the right people, and creating an environment that the whole family can enjoy, something uncommon in the chicken wing industry.”