LAS VEGAS – Eight months after announcing the acquisition of Wing Zone, a foodservice chain specializing in chicken wings, officials with Capriotti’s Sandwich Shop have embarked on a campaign to update Wing Zone’s image and operations. The rebranding, which will be rolled out first at corporate-owned locations in Las Vegas, includes a menu makeover, new restaurant designs, customer experience enhancements and a new logo. The revamped plans will then be implemented at restaurants across the United States. 

After conducting consumer research, executives with the two companies said they saw an opportunity to become the most efficient, technology-rich operators in the increasingly popular chicken wing segment while appealing to a broader customer base. 

“After an immense amount of research into understanding exactly what our customers want, we are thrilled to launch the new Wing Zone concept that will meet those expectations head-on,” said David Bloom, chief development and operating officer for Capriotti’s and Wing Zone. “The wing category has traditionally been all about the sports fan, but we believe it is so much more than that and are confident our new look and feel will speak to a broader audience – propelling us to even greater heights as a result.”  

The company’s investment in the brand revitalization is directed toward focusing efforts on its most popular chicken wings and chicken tenders and speed of service while serenading customers with in-store curated music and what is referred to as a ‘revolutionary scent strategy.’ As the company rebrands, officials said the company is still planning to reach its goal of 250 of its restaurants generating $1 million per year in the next four years.

“We have been given an incredible opportunity this year to reflect and evaluate what has made Wing Zone one of the most popular wing concepts over the last three decades and it’s evident by our nationwide expansion and growing customer base that we offer tremendous value from a business and customer perspective,” Bloom said. “We owed this rebrand to our fan-base of customers, franchisees and budding investors to experience our brand in an optimized and energized way.”