Challenge

Wingstop was poised for immediate growth, with four franchise groups approved for multiple new locations.

The challenge was to coordinate market strategy and site selection for each franchisee, ensuring prime trade areas were secured quickly in competitive retail corridors — all while maintaining consistency in brand presence and customer accessibility.

Approach

Terra Alma was engaged to:

• Lead market strategy for each franchisee, aligning location selection with traffic patterns, demographics, and co-tenancy opportunities.

• Coordinate between multiple franchise groups to minimize overlap and maximize geographic reach.

• Leverage landlord relationships to gain access to high-demand sites before competitors.

• Provide lease negotiation support to set franchisees up for long-term profitability.

Results

• Secured over 10 prime Wingstop locations in two years for four franchise groups.

• Enabled rapid expansion timelines while protecting brand consistency.

• Strengthened Wingstop’s footprint in Georgia and across the Southeast.