How WINGSTOP UK and Popeyes UK make every launch count
Launching a new site is one of the most important and defining moments in a hospitality brand’s journey. When done well, it can shape reputation, performance and long-term momentum.
At this year’s Shine People and Culture Summit, held on Thursday 22nd May, we explored what it really takes to create openings that are not only operationally smooth but deliver real impact from day one.
We were joined by Craig Benson, Strategic Senior Learning and Development Leader at WINGSTOP UK, and Maz Bryden, Learning and Development Manager at Popeyes UK.
Together, they shared rich insights into how two fast-growing brands approach the launch process, turning each new opening into a powerful brand moment that leaves a lasting impression.
WINGSTOP UK: Scaling fast with strategy
When WINGSTOP landed in the UK in 2018, it didn’t tiptoe in: it exploded.
With a bold vision and refined execution, the brand has grown from 0 to a whopping 57 sites and now employs over 2,500 people.
In 2024 alone, the booming chicken chain opened 18 new locations. That growth is set to continue, with plans to add 20 more in 2025, reinforcing its trajectory of sustained success and rapid expansion (The Grocer, 2025).
What makes these openings so effective? A precise focus on execution, a clear strategic vision and a team built for growth. WINGSTOP’s rollout model has been not only fast but also carefully considered (Restaurant Dive, 2023).
At Shine, Craig Benson discussed the systems, mindset and leadership approach that enable the brand to launch with pace, consistency and real operational impact.
Popeyes UK: Building hype with purpose
Popeyes UK has quickly become known for turning restaurant openings into high-energy, attention-grabbing events.
Since launching its first UK site in London in 2021, the brand has expanded to 65 locations across the UK and Ireland. And the pace shows no signs of slowing, with over 45 more sites planned for 2025 (The Caterer, 2025).
In cities such as Bristol, Birmingham and Edinburgh, fans have queued down the street and camped overnight to be first through the doors, turning each launch into a moment of genuine buzz and anticipation.
This level of attention is no accident. It reflects a carefully crafted approach that combines bold brand presence, targeted community engagement and strong operational planning.
At Shine, Maz Bryden shared how Popeyes has mastered the art of building anticipation, using social media, local momentum and well-trained teams to create openings that truly stand out.
Behind the scenes, it’s clear that a strong focus on people—through training, clear values and service excellence—is what transforms each new location into more than just a site: it becomes a statement.
Great openings don’t just happen - they’re built
If you’re refining your rollout strategy or preparing to scale, the Shine panel offered practical insights, real-world examples and inspiration from brands doing it best. Key themes included how to align operations and brand experience from day one, the role of learning and development in opening success, building teams who deliver under pressure, and creating buzz without compromising execution.
Whether you joined us or are catching up now, the message was clear: great openings don’t just happen. They’re built by people, strategy and culture working in sync.
Read our full recap of Shine 2025 for deeper insights into how brands like WINGSTOP and Popeyes are getting it right - straight from the people leading the charge.
