Inspired rebrands are always worth analyzing in the restaurant industry. This is the case with Wingers Alehouse. The family friendly, sports alehouse concept—featuring a wing and finger sauce that has cultivated a cult following—proves a simple, classic idea executed well can lead to success for franchisees even in small markets that national competitors shy away from.
“Our real aha moment came in 2016 with a store in Nampa, Idaho,” says Eric Slaymaker, CEO and co-founder of Wingers. “It was underperforming, and we reimagined the whole location. We called it our first ‘alehouse test.’ That store went from 10 beer taps to 40. We closed for eight days to remodel. The day it reopened, sales were up 70 percent.” Now, Wingers “Alehouse 101” is the staple and the guiding foundation for its franchise operators across the country. The “101 craft beer” menu boasts 75–80 percent regional offerings, with each location focusing on the unique microbreweries in their area.
This “Alehouse” effect on sales was immediate and unmistakable. “Today, that Nampa location does three times the volume it did before,” Slaymaker says. “That was the turning point. A world-class beer program, paired with hand-crafted and mouth-watering food, set the Wingers Alehouse brand towards our next stage of growth.”
Brad McDougal, the franchisee of the Nampa location, shares how the rebrand touched every area of the restaurant, from a new bar to a revamped menu. “In the early 2000s, having multiple microwaves in the kitchen was normal,” McDougal, a restaurant veteran, recalls. “I clearly remember taking the five microwaves we had on the line and throwing them in the dumpster—and we never looked back.”
With a beer selection few competitors can match and a refocused mission on high-quality food, executed and presented perfectly, Wingers Alehouse has cemented itself in our local communities—and also as a concept that operators can feel confident in. “Now our wings and Sticky Fingers are hand-battered, our pastas are sautéed to order, and our menu is chef driven—with sauces and dressings made from scratch,” McDougal says. “Guests can really taste the difference, and our sales have been continually growing ever since.”
That confidence extends beyond the plate and into the physical footprint of each restaurant. Wingers was intentionally designed to succeed in smaller markets that larger casual-dining brands often overlook. Locations typically range from 4,000–5,000 square feet—somewhat smaller than many national competitors—allowing franchisees to operate with lower build-out costs while still delivering a full-service experience. This right-sized approach gives Wingers Alehouse the flexibility to thrive in small towns, suburban corridors, and travel-driven locations where demand exists but massive footprints don’t make sense.
Beyond what’s on the menu, operations, support, and processes have been thoughtfully designed with the franchisees in mind. Co-founders Eric Slaymaker and his brother Scott not only grew up in the restaurant business as franchisees with multiple brands, but were also influenced by their father, one of the original TGI Fridays franchisees. “We built our support system from firsthand experience as a franchisee,” Slaymaker says. “We’ve seen it done great, and we’ve seen it done poorly. Our goal was to create support that can stand up against almost any brand out there.”
Like the concept itself, the Slaymaker’s pride themselves on foundational elements executed as close to perfection as possible. “We guide franchisees from site selection and construction all the way through operations,” Slaymaker says. “Manager training is a 6-week program, and during openings, we bring in a new-store opening team. They’re there the week before opening and stay after opening.”
Franchisees like McDougal experience this support firsthand and cite it as a key reason they continue to reinvest in Wingers Alehouse year after year. “When evaluating franchises, I always look closely at royalty fees and ask whether the concept provides more value than it charges,” McDougal says. “If Wingers Alehouse has a 4 percent fee, do they save us that—and more—in other ways?” That simple math is often the first test seasoned franchisees apply.
“Wingers Alehouse has consistently exceeded our value analysis,” McDougal says. “From purchasing power across 25-plus stores, to architectural and interior design services, new-store opening teams, marketing, menu development, training programs, and ongoing area support, the resources provided are extensive and impactful.”
For more information visit wingerbros.com/franchising-opportunities.
By Ya’el McLoud
