Wingstop Inc. has named chief marketing officer Maurice Cooper to the new position of chief growth and experience officer, effective immediately, the company said Wednesday.
The Dallas-based chicken wing brand said Cooper will also continue duties as chief marketing officer, a position he assumed in June, while also overseeing the end-to-end guest experience.
Cooper will also lead the company’s revenue-driving initiatives, which include delivery, and digital innovation, which had been headed by Stacy Peterson Androes, who resigned earlier this year.
Cooper will continue to report to Charlie Morrison, Wingstop CEO and chairman.
Morrison said in a statement that Cooper “has done an exceptional job of sharpening our definition of the Wingstop brand and helping us to expand to new audiences.
“This expanded role will leverage his broad expertise in marketing, guest experience design and innovation,” Morrison said.
Wingstop said it is also naming company veteran Kevin Fish to senior vice president for digital. Fish has been with the brand for five years and was responsible for rolling out a new point-of-sale system and led development of the company new website and mobile app experience.
“Kevin’s leadership in digital guest experience has been a driving force for Wingstop,” Cooper said in a statement. “We are thrilled to leverage his experience.”
For the fourth quarter ended Dec. 29, Wingstop recently posted income of $2.4 million, or 8 cents a share, down 70% from the $8.1 million, or 27 cents a share, in the same period in fiscal 2017. Revenues rose 15.1%, to $40.5 million, from $35.2 million in the prior year quarter.
Domestic same-store sales rose 6% in the quarter and 6.5% for the year.
Wingstop, founded in 1994, owns and franchises more than 1,200 restaurants domestically and abroad.
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