Michael Skipworth on loyalty program
From This is a ‘TRANSFORMATIONAL year’ for our brand: Wingstop CEO · · Fox Business Clips
“We already have a database of over 60 million users strong, that we've been leveraging and enriching that data and so we're able to actually build our loyalty program from a very informed consumer-driven way in how guests engage with our brand. It's going to be very differentiated. So we're able to obviously allow and launch a platform that allows our guests to earn points they can redeem but it's really about the level of engagement and personalization and this provides them opportunities to get early access to things like limited flavors or it's going to give them an opportunity to be able to enjoy things that maybe are unique or something that they would never be able to do before, like sitting courtside at an NBA game.”
On , Michael Skipworth, President, Chief Executive Officer & Director at WINGSTOP INC, spoke about loyalty program during This is a ‘TRANSFORMATIONAL year’ for our brand: Wingstop CEO on Fox Business Clips.
About Michael Skipworth
In an April 2026 interview on Fox Business, Wingstop CEO Michael Skipworth described 2026 as a "transformational year" for the brand. He stated that the company is executing brand-specific strategies, including improving operations through "Wingstop Smart Kitchen" to attract higher-income guests less sensitive to gas prices, and launching a loyalty program. Skipworth said the loyalty program is being built from a consumer-driven approach using a database of over 60 million users, and will allow guests to earn points, with a focus on engagement, personalization, and unique experiences. Skipworth acknowledged that rising gas prices are putting pressure on the lower-income consumer that Wingstop over-indexes to, and noted a similar impact on business trends when gas prices reached these levels in 2022. He said that despite a decline in sales in the first quarter that the company is "not happy with," profitability within restaurants improved and margins strengthened. Skipworth added that Wingstop has a little over 3,000 restaurants and aspirations to grow to over 10,000, describing the company as a "unit growth story."