Dallas-based chicken-wing slinger Wingstop will debut its Maison des Saveurs (that’s “House of Flavor” for the uncultured among us) in the heart of Paris, a pop-up restaurant tied to the opening of the Summer Olympics that also serves as an amuse bouche of sorts for the chain’s planned official entry into Paris later this year.
Wingstop said the activation, which runs until Aug. 10, is expected to serve free wings, tossed in one of five sauces, with seasoned fries and a side of ranch to more than 50,000 visitors. The pop-up will be located at La Caserne, a former Paris fire station that’s now home to eco-minded startups from a variety of industries.
The fast casual opened its first (and, so far, only) French location in 2019 in Toulon, more than 500 miles south of Paris. At that time, French franchisee Brescia Investissement SAS said it planned to open 75 Wingstops in France by 2029.
Wingstop, which currently has a presence in nine countries outside of the U.S., now says it sees potential for over 200 French locations.
But back to Maison des Saveurs.
In addition to food giveaways, the pop-up will feature an assortment of special events, including 3X3 basketball showdowns, breakdance performances, DJs, haircuts, nail art, tattoos, merch freebies and more.
“Our mission at Wingstop is to Serve the World Flavor, and there’s no better stage than Paris this summer as flavor fans from around the world transcend on the iconic city,” Chief Brand Officer Melissa Cash said in a statement. “This is an exciting step as we scale Wingstop into a Top 10 global restaurant brand.”
Back at home, 2,279-unit Wingstop will celebrate the Olympics with its new Summer of Flavor Bundle. It includes 25 boneless wings, a large fries, a side of Cajun corn, three dips and two 20-ounce drinks, for $24.99.
Will Wingstop’s Maison des Saveurs win over French palates? Je ne sais pas. But maybe I should convince my editor to send me to Paris to check it out.
Source: Restaurant Business Online
