CUSTOMER RELATIONSHIP MARKETING

Executive summary
Restaurant industry is booming in the present world due to the versatile and popular demands
from customers. Wingstop is one of the mentionable fastest growing food industries in the world.
The report has addressed their process of trying to make customer relationship better across
Malaysia along with their acquisition and retention strategy. In relation, comparative view with
KFC has been drawn forth while highlighting the beneficiary aspects of Wingstop and their
current business developments. Apart from that, recommendation is put forth indicating the
inputs required for better business metrics.
 Table of Contents
Introduction ..................................................................................................................................... 5

1.0Acquisition and retention strategy of the chosen company. ...................................................... 5

1.1Acquisition ............................................................................................................................. 5

1.1.1Advertisements of Wingstop ........................................................................................... 5

1.1.2 Promotions- Currently chosen company’s promotions on social media or in store ....... 5

1.1.3Membership or loyalty programs of Wingstop................................................................ 5

1.1.4Contest or events of Wingstop......................................................................................... 6

1.1.5Gift cards or offers of Wingstop ...................................................................................... 6

1.2Retention ................................................................................................................................ 6

1.2.1Financial bond of Wingstop ............................................................................................ 6

1.2.2Social Bond of Wingstop ................................................................................................. 7

1.2.3Customization bond of Wingstop .................................................................................... 7

1.2.4Structural bond of Wingstop............................................................................................ 7

2.0 Compare to competitor company’s acquisition and retention strategies. ................................. 8

2.1 Acquisition ............................................................................................................................ 8

2.1.1Advertisements ................................................................................................................ 8

2.1.2Promotions ....................................................................................................................... 8

2.1.3Membership or loyalty programs .................................................................................... 8

2.1.4Contest or events of Competitor Company ..................................................................... 8

2.1.5Gift cards or offers of Competitor Company................................................................... 9

2.2 Retention ............................................................................................................................... 9

2.2.1Financial bond of Competitor Company ......................................................................... 9

2.2.2Social Bond of Competitor Company ............................................................................. 9

2.2.3Customization bond of Competitor Company ................................................................. 9

 2.2.4Structural bond of Competitor Company ........................................................................ 9

3.0Benefits and drawbacks of Wingstop ...................................................................................... 10

4.0 Recommendation .................................................................................................................... 10

Conclusion .................................................................................................................................... 10

Appendix ....................................................................................................................................... 13
Introduction
Wingstop is one of the fastest growing brands in the restaurant industry. In the second half of
2017, they were first introduced in Malaysia and they are vastly growing in Malaysia. They
provide many offers and services only in Malaysia such as rice box, hand breaded wings, halal
meat for the Malay people. They took a couple of months to generate new outlet for the
certification Halal. 550 restaurants are already established in Malaysia. They have the makeable
expansion agreement in Malaysia over 30 franchises are planning to open here for customer
satisfaction and customer retention.

1.0Acquisition and retention strategy of the chosen company

1.1Acquisition

1.1.1Advertisements of Wingstop
Wingstop is situated first at 396 George St, New Brunswick, Malaysia. They tried to influence
many people to create their street team for enhancing their general and direct marketing (Fornell,
2016). Wingstop made a huge mark to deploy radio campaign with hot97 and they are doing
great to promote their brand recognition in social media such as face book and Instagram. In the
celebration for thanksgiving, DOUBLE UMAI CASHBACK November Promotion offer was
published to engage greater customer share in consuming their products. By doing this, they have
made a huge impact in digital marketing.

1.1.2 Promotions- Currently chosen company’s promotions on social media or in store

Wingstop promote their food offline to create cardboard and digital advertisement in many
streets of Malaysia (Abu Amuna, 2017). Presently, Wingstop DOUBLE UMAI CASHBACK
November Promotion, WINGSTOP’S RM62 MERDEKA and the rice chicken plates are
promoted over social media and official website.

1.1.3Membership or loyalty programs of Wingstop

Wingstop has created membership or loyalty program in the previous years. They made a free
order of French fries to create membership or loyalty program. If anyone is interested to sign up
for the registration will rewarded by the company (Aldaihani, 2018). Those who are a member of
the Wingstop will get 60% off on Monday and Tuesday.

1.1.4Contest or events of Wingstop

In the special occasion or on a preferred day they create their event to produce better sells and
Wingstop always stay tuned in their website and social media about their recent event (Badwan,
2017). Recently they celebrated the 25th anniversary of Wingstop and this was a huge event to
introduce 25 days of flavour. On the anniversary they announced to bring 25 unique flavours in
honour of the 25 years of the journey and they also include a limited time flavour that is Ancho
Honey Glaze and Harissa Lemon Pepper and also includes two new dips, one new side and six
new wing flavour (wingstop, 2019).

1.1.5Gift cards or offers of Wingstop

Gift cards are the great way to give the flavour of gift (Kang, 2015).For Wingstop, card can be
purchased and redeemable from the local shops and to check the balance of the card by calling
(800) 232-2020 or by the clicking the desired link.

1.2Retention

1.2.1Financial bond of Wingstop

Wingstop operators and franchisor create financial bond for the growth of the company. They
made financial bond in the UK, south-east Asia, China and many other places around the world
to expand (wingstop, 2019). Their turnover has increased 70% in 2018 and their economic total
return is getting higher day by day for the bonds are created. Wingstop was able to link up their
product portfolio with the market demand across Malaysia that lead to continual growth of
business.
 Figure1: Economic total return

1.2.2 Social Bond of Wingstop

Wingstops’ CEO is continuously bidding to bets on the digital advertisement to produce a social
bond in the wing chain that leads to the success and a bright future (Gummerus, 2017). They
have bond to create social awareness of the brand with the help of social media such as face book
and Instagram.

1.2.3 Customization bond of Wingstop

Wingstop is operating in thousands of locations in nine countries to customize their bond with
the customer. Internationally they are providing and customizing their bond with the franchise
and with people is getting stronger day by day. They have around 30 franchises in Malaysia and
they are growing vastly around the world.

1.2.4 Structural bond of Wingstop

Franchisor and operators of the Wingstop are trying to develop the structural bond and they are
specialized of cooked to orders, tossed wings just like they are experienced and highly
knowledgeable about whatever they are doing to improve in the global as well as Malaysia.
Wingstop franchise is owned by the LLC, boss wings III and rapper and maybach Music group
founder Rick boss. Rock capital groups owned Wingstop restaurant. This becomes 80th largest
food restaurant industry (wingstop, 2019).

2.0 Compare to competitor company’s acquisition and retention strategies.

2.1 Acquisition

2.1.1Advertisements
In Malaysia, KFC first introduced their restaurant on JapanTurku Abdul Raman in 1973. KFC is
the main rival of Wingstops in the global market. Especially for Malay, KFC provides different
kind of food (kfc, 2019). They are moving faster because of the general and direct marketing in
Malaysia. They have their team to generate 365days of marketing policy. KFC also provides
their advertisement in social media to enhance their digital marketing. KFC has larger digital
market than Wingstop while also having a separate android and IoS based application for
ordering food products thereby gaining edge over Wingstop in this department.

2.1.2 Promotions
Promotions are crucial for business success (Nyadzayo, 2016). KFC also provide their food
promotion in their website and also in face book and mobile website and TV commercial. In
Malaysia, KFC has hot and cheesy combo, breakfast value bowls and many more. Besides that,
KFC tends to promote new food products and packages through social media and other online
platforms.

2.1.3 Membership or loyalty programs

KFC already deployed membership and loyalty program to provide their best offers to the best
customers after the registration on their official website.

2.1.4 Contest or events of Competitor Company

On the special occasion, KFC in food industry announced their event and contest to enlarge their
company (Ryu, 2017). On the special event they provide some special menu to create their
company famous.
2.1.5 Gift cards or offers of Competitor Company
The best customers of the KFC get gift coupons and special offers and KFC provide gift
vouchers to their regular customers (Sheth, 2017). KFC gift cards can be issued by YUM. This
gift card is only for 6 months validation and any balance amount is in the gift card and gift
vouchers cannot be exchanged for cash. This cards and vouchers are not transferable and also not
redeemable on KFC website (kfc, 2019) but Wingstop gift cards can be affordable and
redeemable.

2.2 Retention

2.2.1 Financial bond of Competitor Company

KFC made different financial bond to provide fast food operator. They run several restaurants in
Southeast Asia (Kang, 2015). Major stockholders of Asia are working with an adviser to develop
their interest for the potential buyers.

2.2.2 Social Bond of Competitor Company

One of the major competitors of Wingstop in Malaysia is KFC and it has their social bond with
social media such as face book and Instagram. They also provide many funny stories or sarcasm
for the customer attraction.

2.2.3 Customization bond of Competitor Company

Competitors are customizing their bonding policy to reach and enhance their customer services.
They customize the quality assurance, Halal policy and nutrition facts for the customer and their
franchise. QSR brand guarantees have provided all the products of manufactures and sells in
Malaysia. Likewise, KFC is able to offer delivery and self collect services over their products
across online transactions along with various customization options for KFC buckets and their
meal, cash and corporate vouchers ensure that they are offering adequate degree of services (kfc,
2019).

2.2.4 Structural bond of Competitor Company

KFC made a research to develop their research approaches and structural bond. The company is
concentrating to follow up with the customer to deploy individual structures to create structural
bond. Wingstop is able to make use of the catering services to their advantage by offering party
packages at variety of prices starting from RM200 while KFC failed to do the same.(Refer to
Appendix)

3.0Benefits and drawbacks of Wingstop

Wingstop recruitment process is very professional, all the clients appreciate all the stuff members
of Wingstop for the behaviour but it is found that their management was poor; many employees
are kind of lazy. The beneficiary aspects lie in the form of selling their chicken wings with
Sambal Pedas that enhances the customer attraction across Malaysia (wingstop, 2019). However,
Wingstop has been found to be slow over their services thereby making customer experience
deteriorated to some extent. Some of the staff members have raised their problem about the less
satisfactory payment method.

4.0 Recommendation
 Customer retention increase would require the inclusion of new food products
 Need to keep the discount metrics of the products in an oriented basis thereby offering
valued services at preferred costs
 Creating better ambience for the customers across the licensed stores

Conclusion
As per the above observations, it can be concluded that Wingstop has been doing excellent
business over at Malaysia while another global fast-food giant KFC has been able to occupy
better market position due to earlier business developments. Collectively, Wingstop has relied on
the customers across Malaysia and the taste preference of the Malay individuals thereby linking
better operational profits. Apart from that, continually keeping business relations in a positive
aspect by indulging in digital marketing has also garnered positive business response and work
output.
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Appendix

(Source: wingstop, 2019)