US chicken wing chain Wingstop is to partner with Xbox to launch a restaurant at Bluewater Kent that features a “stay and play” gaming zone.
Set to open early next year, the restaurant will have a dedicated area with six ‘gaming pods’ where guests will be able to access a library of more than 100 gaming titles.
It will offer Wingstop’s 10 ‘classic’ flavours of wings including spicy Atomic, Hickory Smoked BBQ, Hawaiian and Lemon Pepper, alongside sides and fries.
This will be the third Wingstop site to open in the UK, and according to the company marks the beginning of a ‘rapid expansion plan’ for the brand’s UK business.
In 2017 the company signed a franchise deal with London-based Lemon Pepper Holdings, with plans to grow to 100 sites in the UK over a 12-year period.
It made its UK debut a year later in London’s Cambridge Circus, and opened a second site last month in Dalston.
“At Wingstop UK, we strive to constantly evolve our approach to grow in the UK market,” says Tom Grogan, director of Lemon Pepper Holdings.
“In order to not only thrive, but survive in the casual dining space, brands need to collaborate with culturally relevant partners, and offer their customers unique experiences that they can’t get anywhere else.”
Wingstop launched in Texas in 1994 and was named the fastest growing chicken chain in the US in 2016, according to Nation’s Restaurant News.
To date the company runs more than 1,300 aviation-themed restaurants internationally, including 25 owned by US rapper Rick Ross.
By James McAllister
Source: Big Hospitality