Wingstop, how Brasier Freeth secured prime commercial property for Wingstop.

Over the past seven years, Brasier Freeth has played a pivotal role as a leading specialist in commercial property for restaurants, driving Wingstop’s evolution from a single UK location to more than 70+ sites nationwide.

By combining deep expertise in the commercial property market, extensive industry network, and a proactive approach to securing the best available units, we helped Wingstop establish itself as a major force in the UK QSR sector.

Wingstop’s distinctive focus on youth culture, influencer engagement, and premium quality demanded an ambitious, commercially aware, and agile restaurant site acquisition strategy to secure prime locations at scale.

 

Their challenge

Wingstop’s rapid expansion presented several strategic and operational challenges:

  • Accelerated roll-out: The goal of scaling from one restaurant to over 70+ locations in just seven years required a robust, sustainable pipeline of prime commercial property suitable for restaurants across the country.
  • Cost management: Each property needed to deliver strong ROI, balancing royalties, turnover contributions, and premium rents.
  • Prime locations: Competition for high-footfall retail and leisure sites was fierce, requiring early engagement with landlords, fast-moving negotiations, and leveraging long-established relationships to acquire best in class locations.
  • Operational readiness: We support each acquisition to ensure smooth legal negotiations, liaising daily with the in-house construction team to manage the new store opening pipeline.
  • Brand visibility: Wingstop’s sites had to reinforce its market-leading profile and appeal to its core customer base in key UK cities.

 

Our solution

Brasier Freeth developed a dedicated, proactive acquisition strategy tailored to Wingstop’s ambitions:

  • Specialist leadership: Mark Segal, with 25 years of experience in UK retail and leisure property acquisitions, became a fully embedded partner within Wingstop’s Estates Team. Mark provided 24/7 support, even out of traditional business hours and over the weekend, maintaining daily contact with the property director to shape strategy and execution.
  • Market intelligence: Our team conducted twice weekly town visits to identify the best commercial property for Wingstop restaurants, analyse footfall patterns, and assess site viability.
  • Established relationships: Drawing on strong connections with major landlords, developers, and agents across the UK, we secured flagship sites in highly sought-after destinations such as the Bullring Shopping Centre in Birmingham and the Trafford Centre in Manchester.
  • Commercial negotiation: We optimised lease structures to keep occupational costs under control; negotiating lower turnover rents and securing favourable terms wherever possible.
  • Seamless execution: We coordinated every stage with Wingstop’s legal advisors and construction teams to ensure smooth transitions with minimal interruption to the pipeline.
  • Dynamic pipeline management: We maintained an active flow of high-quality opportunities, ensuring no gaps in the growth programme.

 

Results

Our approach delivered exceptional results for Wingstop:

  • Rapid network growth: From the first site acquired by Brasier Freeth in Kingston to a company-owned estate exceeding 70+ locations, including 12 dark kitchens.
  • Cost control: By leveraging our expertise in commercial property for restaurants, we kept occupational costs to a minimum, supporting sustainable profitability.
  • Record-breaking sales: Top-performing sites include Cambridge Circus, Westfield Stratford, and the Trafford Centre.
  • Continued momentum: In 2024 we completed and opened 18 new sites, including restaurants in Leeds, Croydon, Clapham, and Westfield Stratford.
  • Future pipeline: As of September 2025, we have opened 16 sites and on target to complete and open a further 13 new restaurants with ongoing negotiations for an additional 25-30 prime locations targeted for 2026, including a new geographical market in Ireland.
  • Brand leadership: Wingstop is now firmly established as a leading fast-casual restaurant operator in the UK’s most competitive retail environments.
  • Industry Awards: Wingstop have won numerous awards since launching in the UK, including being named twice in The Sunday Times 100 fastest growing companies, winning Deliveroo Restaurant of the Year, two features in The Times Best Place to work, and being recognised as the fastest growing restaurant operator across Europe in The Financial Times FT1000.

Brasier Freeth remains committed to helping Wingstop and other ambitious brands succeed. As trusted advisors specialising in commercial property for restaurants, retail property acquisition, and restaurant site acquisition across the UK. We combine market-leading expertise, proactive strategy, an unrivalled professional network, and a passion for delivering outstanding outcomes across the sector.

Find out more about our holistic approach to retail, restaurant, and leisure property disposals and acquisitions.

 

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