Wing It On Transforms from Home Snacks to Rapidly Growing Brand

An Impressive Success Story

Wing It On began by addressing a simple gap in the market. Winning nine trophies at the National Buffalo Wings Festival brought not only pride to the concept but also proof of its viability. Early success and self-funding helped the Wing It On brand grow, but rapid expansion into franchising exposed weaknesses in its system and a lack of support.

Matt Ensero did not start building a chicken wing brand; he was trying to solve a straightforward problem: he lived in Waterbury, Connecticut, where there were no good wings available. Multiple Sunday gatherings with friends to watch NFL games were compromised due to the lack of culinary options.

Ensero himself speaks about the challenges faced: "We were eradicating chicken wings 30 minutess away by car." So, he bought a small fryer, began making wings at home, and tested recipes on friends, constantly perfecting them.

A friend told him directly, "These wings are better than the ones we drive half the state for." This comment laid the foundation for a business plan for a fast-casual restaurant focused on delivery.

Initial Obstacles Encountered

Almost immediately after its official opening, Wing It On sold out on its first day, but delivery delays led to a brief pause for reorganization. Within two months, the restaurant became profitable, yet Ensero was working 80 hours a week without paying himself a salary.

With national recognition gained, Wing It On began to expand its franchises but soon realized they had done so prematurely. "We started to stuff ourselves with franchising too early," admitted Ensero.

The story continues with meetings in Las Vegas, where a missed appointment led Ensero to a happy hour, where he met Gregg Majewski. This turned out to be an opportunity that led to a partnership with Craveworthy Brands, allowing Wing It On to expand without exhausting its founders.