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Wingstop debuted a multi-channel social ordering platform that allows fans to conveniently place orders via Twitter and Facebook Messenger. With this first-of-its-kind, dual-platform conversational technology, customers can start an order, customize it to include multiple flavors and sides from Wingstop’s full menu, and enjoy easy checkout without ever leaving their preferred social media channel.
It’s as easy as tweeting “order” or “#order” to @Wingstop or simply direct messaging Wingstop via the latest version of Facebook Messenger for wing lovers to begin the ordering process. Once initiated, Wingstop will transition the user to a private conversation to complete the order. During the order, guests will be provided with their nearest Wingstop location and estimated pick-up time. No profile set-up or previous engagement with the brand is required to get in on the sauced-and-tossed ordering action. The platform also allows Wingstop to provide real-time responses to commonly asked questions regarding topics like allergy and nutritional information, flavor descriptions, and other menu details.
“Wingstop is social to the core—committed to building personal connections and engaging with our highly passionate customer base wherever they live, work, and play,” says Flynn Dekker, chief marketing officer for Wingstop. “Wingstop has always engaged with consumers who talk about their cravings for our wings on social media. Now we are giving those same fans a convenient way to place orders via social media right from their phones, tablets, or even watches. This unprecedented launch is the next step in our ongoing commitment to give customers a simpler, more immersive digital ordering experience.”
Powered by Conversable Inc., a SaaS platform for creating intelligent, conversational commerce and messaging experiences for brands, Wingstop is the first brand to launch a multi-channel commerce platform on both Twitter and Facebook Messenger simultaneously, and has plans to extend the social ordering experience to other social platforms in the future. This new enterprise platform expands Wingstop’s existing digital ordering capabilities by introducing an interactive ordering experience into social media platforms where Wingstop fans are already engaged.
“Digital ordering continues to contribute to Wingstop’s rapid growth, with online orders representing more than 15 percent of our business today,” says Stacy Peterson, chief information officer for Wingstop. “Our partnership with Conversable represents a natural evolution of our digital ordering platform, so we are excited to launch the capability, reach even more consumers and continue leveraging technology to build a seamless brand experience.”
Social ordering is the latest extension of Wingstop’s preexisting digital ordering platforms. Guests can also order online at order.wingstop.com and via the Wingstop app, available from Apple’s App Store and Google Play.
“Wingstop’s Millennial audience is at the forefront of the messaging trend, and our platform is enabling them to meet their customers in the channels where they already are, to better reach and serve their needs,” says Ben Lamm, Conversable CEO and cofounder. “We are thrilled to launch our conversational commerce solution with Wingstop, a brand that is leading the restaurant industry in innovation and delivering the best in-channel experience for its customers.”
Wingstop’s social ordering platform is now live and active.