Wingstop Inc. announced that Maurice Cooper has been appointed to the newly created role of Executive Vice President, Chief Growth & Experience Officer, effective immediately. Cooper will maintain the responsibilities he held previously as Chief Marketing Officer, while also overseeing the end-to-end guest experience. Additionally, he will lead the Company’s revenue-driving initiatives, which include the national scale of delivery, and digital innovation. Cooper will continue to report to Charlie Morrison, chairman and chief executive officer.
“Since June 2018, Maurice has served as Wingstop’s Chief Marketing Officer, leading our growth strategy transformation by introducing a national advertising platform to expand brand awareness and accelerate transactions. He has done an exceptional job of sharpening our definition of the Wingstop brand and helping us to expand to new audiences,” says Charlie Morrison. “This expanded role will leverage his broad expertise in marketing, guest experience design, and innovation, further positioning Wingstop for future growth on our path to becoming a top 10 global restaurant brand.”
Concurrently, Wingstop is also strengthening its leadership team through the appointment of Kevin Fish to Senior Vice President, Digital. In this role, Fish and his team will further Wingstop’s long-term vision to ultimately digitize every transaction by enhancing the digital guest experience. In Fish’s five years at Wingstop he was responsible for rolling out a new POS system across the Wingstop organization. He led the development and most recent launch of the all-new Wingstop.com and mobile app experiences which accounted for over 30 percent of domestic sales this past January.
“Kevin’s leadership in digital guest experience has been a driving force for Wingstop,” Cooper says. “We are thrilled to leverage his experience and continue to be a market leader by continuing to enhance Wingstop’s digital offerings and drive innovation in our e-commerce platform.”