Launching & Scaling a QSR Brand in a new market
Scope: Strategy • Marketing • OOH • Partnerships • Events
WINGSTOP CANADA
The CHALLENGE.
Wingstop entered the Canadian market as a well-established US headquarter QSR brand with low local awareness. We needed to build relevance quickly in a highly competitive landscape—turning early brand exposure into sustained customer demand as the brand grows throughout the country.
The APPROACH.
We built a flexible, performance-driven launch strategy designed to localize the brand while amplifying its core identity.
Digital Strategy
Geo-targeted campaigns to drive hyper-local awareness across key demographics
OOH Activations
Community-focused initiatives in key Canadian cities
Localized Messaging
Adapted creative to resonate with Canadian audiences while maintaining brand consistency
Influencer Partnerships
Collaborations with local creators to build trust and cultural relevance
Integrated Rollout
Coordinated digital + physical touch points to maximize market penetration
The EXECUTION.
Rather than relying on traditional launch tactics, we created a layered system combining awareness, engagement, and conversion:
Multi-channel campaign rollout across digital and OOH
Regional targeting across priority markets
Content and creative tailored to local behaviours
Continuous optimization based on performance data
The RESULTS.
1
Brand awareness increased from 13% to 39% in two years across the country, a 200% incremental lift
2
Built a combined organic social following from launch: 68K Instagram followers 105K Tiktok followers
3
Launched 20 restaurant locations across new markets with high-level demand that created consumer line-ups to form throughout the night prior to opening day and drove sales past production capacity
4
Launched in new markets across 20 restaurant locations with line-ups building overnight
5
125MM organic media impressions + reach across traditional and digital outlets
6
Established long-term brand presence through key partnerships and associations
