Under the Social Media Influence
For the past five years, Wings & Rings has collaborated with social media influencers, primarily to promote its limited-time offers (LTOs) on Instagram. “We have a network of influencers across the country and are constantly looking for new ones, like adventurous foodies,” Case said.
Looking ahead, the brand plans to broaden its influencer strategy. “In 2025, we want to work with influencers who can speak to a wider range of topics,” she said. This includes family influencers who can highlight loyalty programs, value deals, and the convenience of online ordering.
Wings & Rings also aims to expand its presence on TikTok. “We want to lean into TikTok influencers to help tell our story, probably in a more credible way than we could on our own,” Case explained.
Data-Driven Strategy
Insights from a recent guest segmentation study are shaping Wings & Rings’ influencer and marketing strategies. “We identified three core consumer profiles,” Case said. “For example, one group isn’t interested in LTOs—they just love the wings and variety of sauces. We want to ensure our content resonates with each of these groups.”
The brand’s in-house data analyst will integrate these profiles into its database to track consumer behavior throughout the year. “We’ll regularly review snapshots to see if these groups are growing, shrinking, or shifting,” Case added. “It’s something we’ll continue to monitor closely.”
