Wingstop UK bolsters strategic expansion team

Wingstop UK has recruited two foodservice industry executives to boost its team as it continues to open new sites across the country.

The UK master franchisee of the US-headquartered chicken wing chain appointed Rob Ward as regional manager for London and the south, overseeing approximately 25 locations. The brand is aiming to use Ward’s experience in the restaurant industry to inform its regional strategy and broader operations.

Ward joins from PizzaExpress UK and Ireland, where he was optimisation manager for more than three years, previously holding roles at Marks & Spencer and Nando’s. At Nando’s, he served as a partner, overseeing restaurant operations, training and development, profit and loss, guest services, relationship building, and brand market-share growth.

Furthermore, Celia Brown has been named as marketing manager of the Wingstop UK team. Her previous positions include stints at Deliveroo and McDonald’s, where she led marketing campaigns.

Tom Grogan, director of Wingstop UK’s parent company Lemon Pepper Holdings, said: "We are delighted to kick-start this year by welcoming Rob Ward and Celia Brown to Wingstop UK. Their addition is a strategic move for us as we look ahead to further expansion and operational excellence in 2024.

“2023 was our best year yet which saw substantial growth and 11 new restaurant openings, and both appointments are crucial as we grow even further in the upcoming year."

The company intends to continue this momentum by enhancing its operations and market presence in the coming year after it secured a multi-million-pound debt facility to fund further expansion in May 2022.

Wingstop entered into a 100-restaurant agreement with Lemon Pepper Holdings in 2017 as the sole franchisee for the UK market. Its first UK restaurant opened on London's Cambridge Circus in 2018.