Profiles in Growth: Wing Zone

-- Chain Leader, 4/1/2008

In 2006, Marty Abercrombie left the Fortune 500 scene—where he had been working in merchandise planning for Saks Department Store Group—and took the franchising plunge with Wing Zone, a takeout/delivery chain with a menu featuring 25 flavors of chicken wings. “I felt like it was a great business idea,” he says. Based in Tuscaloosa, Ala., he quickly became the first Wing Zone franchisee to have a $1 million sales year since the chain started franchising in 1999. He soon opened two more units and plans to open another two by 2010. Here are his thoughts on expansion and growth.

Q: What was your formula for success?

A: We focused on customer service, raised the pay for our

delivery drivers and invested money in marketing. I also got more involved with the university, offering discounts during finals and a “roommate special” with two baskets.

Q: Why did you decide to expand?

A: I realized early on that I needed to either grow or get out. Working in one store 24/7 was not what I wanted to do. The other aspects—marketing, financing, personnel development—are more exciting to me. I also felt like it was the right time to expand Wing Zone in this area, and I wanted to lock down the development rights.

Q: How do you handle the extra locations?

A: Wing Zone’s technology systems let me monitor things at home on a PC via webcams in the stores, and dial into the POS systems. That way you can keep your finger on the pulse of the business at several locations without being there.

Q: How do you plan to improve?

A: I’d like to build more infrastructure and depth in the

organization, so as opportunities or crises dictate, we can move people over and not miss a step. I want to build a company where I’m loyal to my employees and they’re loyal to me, and I can give them opportunities for growth.

Q: What are your goals?

A: I’m trying to grow at a pace that’s supportable and open one store a year. I’d say the sales target for next year is to be over

$3 million.

Q: How do you see the landscape for multiunit and area development?

A: I definitely think it’s the way to go. If you’re getting into a business, really to be successful and compete, you’ve got to be a multiunit operator.