2012 Loyalty and Interactive

Results and MilestonesAugust, 28, 2012

1

2nd Half 2012 Accolades

2012 Q2 – Ranked #1 in Restaurants Social Media index for Top Facebook Growth Brands for all restaurants

• Facebook “Tap Into Wings” contest was a huge success: Forecast: increase fans by 2X (44K)Actual: increased fans by 3X (90K) for a total of 140,955

• 30,413 People talking about us on Facebook during peak of contest2012 Q1 – Ranked #3 in Restaurants Social Media index for Top Twitter Growth Brands for all restaurants

• Twitter “Wing Madness” contest10,592 new followers

• Increased online chatter 300%2012 Q1 – First ever paid search campaign

• 1,842 new orders; driving $49,286 incremental revenue• ROI: 6:1

Ranked #26 in Fast Casual Top 100 Movers and Shakers2011 Q4 – Ranked #10 in Restaurants Social Media index for Top Facebook Growth Brands

• Dr Pepper Facebook campaign - 10% increase in followers, 5% lift for in-store traffic2011 Q4 - Launched first ever social media campaign with Dallas Cowboys

• Dallas Cowboy’s most successful campaign co-branded campaign to date • 7MM impressions, 41K new customers added to email database

Wingstop mobile app launched• Now accounts for an average of 1% of incremental net sales• Average ticket is 28% higher than System Sales without App and Online

2011 Q3 – Ranked #15 in Restaurants Social Media index for top restaurant in the digital space

2

Interactive Initiatives / SSS Comps

3

15,250Wingstop

Conversations

18,578Wingstop

Conversations

19,205Wingstop

Conversations

17,402Wingstop

Conversations

17,480Wingstop

Conversations

19,716Wingstop

Conversations

20,779Wingstop

Conversations

18,777Wingstop

Conversations

20,906Wingstop

Conversations

Paid Search

Twitter “Wing

Madness”

Facebook “Tap Into Wings”& Mobile “Skip the Line”

Dallas Cowboy “Training Camp”

Online ChatterNBA Playoffs

Launched Pinterest

SSS Comps / Online Chatter

4

Online Chatter 51% – week 1 / week 32National Interactive Media Flight: 10/17-12/15

Online Chatter = # of conversations about Wingstop

Online Chatt

er

Paid Search

Twitter “Wing

Madness”

Facebook “Tap Into Wings”

& Mobile “Skip the Line”

Launched Pinterest

Dallas Cowboy “Training

Camp”Facebook “Dr Pepper”

Foursquare Test

National Interactive

Media Starts

National Interactive Media Ends

SSS Comps / Social Media Growth

5

Social Media Growth 613% – week 1 / week 3237.7K – week 1 / 172.5K – Week 32

Social Media Followers = Facebook + Twitter + Pinterest

Social Media Follow

ers

SSS Comps / Online Community

6

Online Community 37% – week 1 / week 32483K – week 1 / 663K – Week 32

Online Community = Facebook + Twitter + Pinterest + Email

Online Com

munity

Online Chatter / Social Media Growth

7

Online Chatt

er

Social Media Growth 613% – week 1 / week 32Online Chatter 51% – week 1 / week 32

Social Media Followers = Facebook + Twitter + Pinterest

Social Media Results YTD

8

Online Community:Facebook Fans: 151,655

Twitter Followers: 19,721Monthly Wingstop Conversations: 96,000

Twitter:Followers spiked due to launch of Wing Madness Campaign mid period 2.• Delivered 1.6MM impressions• 10.5K new followers – 65% increase• Ranked #3 Top Twitter

Growth Brand for all U.S. restaurants

Facebook Tap Into Wings contest was a huge success (launched Pd5)• Forecast: increase fans by 2X (44K)• Actual: increased fans by 3X (90K• Ranked #1 Top Facebook

Growth Brand for all restaurants

Value of a Social Media Customer

Avg. Orders Per Month Avg. Ticket Order

$2.70

$21.18

$2.40

$22.03

$1.00

$14.48

Twitter Follower Facebook FanAvg. Wingstop Customer

9

Twitter Followers: Order almost 3X more and spend 46% more; than avg. Wingstop customerTotal Follower Value$14,450,105 Avg. Value per Follower $733 *(per annum)

Facebook Fans: Order over 2X more and spend 52% more; than avg. Wingstop customerTotal Fan Value $85,667,275 Avg. Value per Fan $565*(per annum)

Dallas Cowboy Social Media Campaign

10

Campaign Objective:Drive brand awareness and build the email database utilizing partnership with Dallas Cowboys through social media

Campaign Flight:June 20 – July 22

Results:Total sign ups: 51,001Opt in sign ups: 41,037Conversion Rate: 80%Social Media Posts: 242Total Impressions: 7MM*

Key Takeaway:41k new members in our email database that we can engage with, and over 7MM consumers were exposed to our brand

*waiting on final numbers

2H 2012 Interactive Campaigns

11

1. Dallas Cowboy Social Media – “Training Camp”2. Video Crowdsourcing Contest – “No Bones About It”3. Paid Search4. Pandora Custom Wingstop Station5. Dr Pepper Mobile Campaign - “Turn by Turn”

Crowdsourcing Video Contest

Campaign Objectives Increase awareness and

purchase intent of Boneless Wings.

Activate Wingstop brand evangelists and create user generated content.

Continue to build Facebook community

Campaign Summary:

Ask our fans to create a 30-second video homage to Wingstop’s Boneless Wings – with “no bones about it”. Tell us why, and be honest.

ROI

Paid Media: 9.3MM Impressions Mix of video & overlay

creative Estimated SOV: 16% of

Blip.tv (A18-49 Target)Earned Media: 400K – 4MM Impressions

50-100 submissions, 25K – 50K views

25,000 – 100,000 votes

350,000 – 3,500,000 shares, mentions, & Social Media impressions

10,000+ New people talking about Wingstop on Facebook daily

Total Est. Impressions: 10-13MM

12

2H 2012 Loyalty Roadmap

13

Q4

New Gift Card Program

New Brand Site Launches

Pilot Wingstop Sports Loyalty

Program

Corporate Pinterest Page

Launched

Company LinkedIn Page

Launched

Re-launch of Mobile &

Tablet Apps

Q3

New Franchise Site Launches

New Online Ordering Launches

2013 Loyalty Roadmap

14

National Loyalty

Program Launches

Launch Mobile

Payment

Digital Brand Ambassador

Program

Q2 Q4Q1 Q3

New Email Program Launches

15

Interactive Media Plan

•Google Local Search•Bing/Yahoo Local Search•Local Mobile Search•Display Banner•Promo Landing Page•Restaurant Review Site Ad

•Foursquare•Local Facebook / Twitter•Digital Menu Boards

Awareness

•Google Local Search•Bing/Yahoo Local Search•Local Mobile Search•Display Banner•Promo Landing Page•Restaurant Review Site Ads

•Facebook Ad

Acquisition

•Foursquare loyalty special•Facebook Places loyalty deal

•Bounce back offer•Gift card promo•Retargeting targeting banners

Repeat Visit

Customer Integration w/ Loyalty Touchpoints•Order online•Download the app•Geo fencing push message

• In store visit•Follow Twitter•Fan Facebook•Follow Pinterest• Join Email Program

Lifecycle

Interactive Plan Timeline