AV on the Menu is a new series of articles that dive into the intersection of the culinary world with the AV industry. Whether it’s immersive dishes, projection-mapped tables, or digital menus, this series will not only have you drooling but learning about exciting new tech, too.  

In the US, If you’ve ever had a craving for wings while cruising the parking lot of a strip mall, you may have given Wingstop a try. The chicken wing chain, according to President and CEO Michael Skipworth, targets “B- real estate locations” to open their restaurants. So, you won’t be able to pull up to a Wingstop drive-thru window, but you might be able to grab a dozen boneless after getting a manicure or cheap haircut. 

In the UK, however, Wingstop is giving their diners more of an elevated experience. While you can still find some of the restaurant’s locations in lower-end real estate, Wingstops particularly in London and Scotland are leaning into AV technology to bring in customers. The UK Wingstops are not only prettier to look at, but they’re also grabbing the attention of Gen Z — the restaurant’s largest demographic of customers.  

Let’s take a look at how Wingstop UK is utilizing AV tech in their 50 locations (and counting!)

Wingstop’s Appeal to Gen Z

Wingstop was born in Garland, Texas, in 1994. At a mature age of 30, that would technically make Wingstop a young Millennial. But the chain is laser-focused on their tech-loving younger sibling, Gen Z. According to Wingstop UK’s co-founder Herman Sahota, the company had to mold their marketing strategy around the generation’s overwhelming love of Tiktok. “Our core consumer is between 16 to early 20’s … We had to pivot towards [Tiktok] and create content which is far more human and comes through to that customer,” Sahota said.

At London’s Westfield Stratford City, Wingstop’s largest location to date, Gen Z turned up in droves on opening day. The 5,000-square-foot space is located directly opposite a food court, but that didn’t deter customers from waiting in extensive queues to get a taste of the chicken. The grand opening was punctuated by performances from Victory Lap Radio and D Double E — and if you’re not sure who they are, you’re probably not in Wingstop UK’s target demographic. Customers of all ages, however, could appreciate the store’s AV setup that made those performances possible. Let’s dig into the tech.

The Video Tech

As soon as you reach the entryway of Wingstop Westfield Stratford City, you’ll see 18 square meters of LED. The screens are set up in an arch formation with a resin covering (GOB or “glue on board”) to protect from damage in the high-traffic area. Behind the ordering counter, the digital menu board is made up of five LCD QP49 SoC displays made by Turkish manufacturer Vestel Video Solutions. The wall perpendicular to the counter features two recessed 65-inch screens. They typically feature either the list of wing sauces or fun wing lingo in bold and all-caps on bright backgrounds. The integrator that set up the beautiful screens is SoulAV and NowSignage is responsible for the CMS within the menu board, and the video walls and screens throughout the restaurant.

The Audio Tech

The sound system at Wingstop Westfield Stratford City is certainly nothing to sneeze at. It’s made by Martin Audio Systems, a pioneer in the professional sound industry for over 50 years. Martin Audio actually won a Queen’s Award for Enterprise Innovation, which is a notable honor you might not expect for the sound provider of a chicken chain. That alone shows Wingstop’s dedication to making their largest UK location into more than just a place to grab a bite before shoe shopping. Wingstop has also worked to build their Gen Z-friendly brand by making curated song playlists. Customers can listen to Wingstop-inspired music both at home and at their store locations worldwide. The robust sound systems in Wingstop UK stores will be ideal for making them a place for parties, in-store concerts, and an experience outside of just food.

The Future of AV in Quick-Service Restaurants

Flashy tech to rake in customers is certainly not a new concept. Sit-down chains like Buffalo Wild Wings and Dave & Buster’s have been growing their customer base, along with their screen sizes, both since 1982. But in the quick-service world, convenience and price have historically trumped experience. Aside from the magical allure of the McDonald’s PlayPlaces of yesteryear, most people weren’t spending too much fun time at their local fast food joint. 

Today, however, young people perhaps trying to make up for lost time during covid, are craving the social experience as much as the fried chicken. According to a Dig Insights study on Gen Z fast food trends, 61% will order food at a restaurant just to socialize with friends — even when they’re not hungry. Wingstop’s appeal is in their “experiential offering,” meaning people are coming to their stores not just to curb their hunger but to have a good time. 

Quick-service restaurants are also making in-store technology as essential as the deep fryers. Rather than using their big screens only for the big game, they’re using them for menu boards, decor, and other digital signage needs as a replacement for print. At places like Wingstop, flashy AV tech and an on-trend presence are part of the brand’s DNA. The future of AV in restaurants will most likely be less of an added bonus and more of an expectation, especially within the highly opinionated Gen Z demographic. 

If you’re interested in learning more about trends in the pro AV world, you can hear it straight from AVIXA’s Market Intelligence experts, Sean Wargo and Peter Hansen.

This article was inspired by Sixteen:Nine's original story about the AV tech in Wingstop.