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The goal was supported by a multi-faceted strategy focused on closing the brand awareness gap with major quick-service competitors, implementing menu innovation, expanding the delivery channel, pushing data-driven marketing, and undergoing a digital transformation. Some specific examples include the introduction of the chicken sandwich—which fuels the lunch daypart and attracts millennial and Gen Z consumers—the onboarding of Uber Eats as a delivery partner, and MyWingstop, a proprietary tech platform rolled out this spring to enhance consumer engagement and loyalty. In Q2, digital sales mixed 68.3 percent, one of the highest rates in the limited-service segment.