QSIC partners with Wingstop to deliver curated music in Sydney

QSIC has announced a partnership with restaurant brand Wingstop to provide in-store music at Wingstop's first location in Australia, based in Sydney.

According to QSIC, the company will deliver an audio experience designed to complement Wingstop's brand identity as the US-based chain makes its Australian debut. Wingstop has been active on social media in Australia ahead of the official opening, using digital channels to engage fans and build anticipation.

QSIC's platform uses artificial intelligence and data analytics to curate music for retail and hospitality environments. The music selection for Wingstop's Sydney location has been tailored to reflect the restaurant's "bold personality and high-energy atmosphere", as described by both companies.

Locky Paech, Corporate Operations Director at Wingstop, commented, "At Wingstop, we're committed to creating a world-class guest experience from our flavours to the atmosphere. As we opened our first location in Australia, we wanted every detail to reflect the bold and energetic personality of our brand. Partnering with QSIC allows us to bring the Wingstop brand to life through music, creating a vibe that's distinctly ours from the moment guests walk through the door."

QSIC's approach centres on delivering curated audio experiences that, according to the company, can improve customer engagement and drive repeat business. Brad Montgomery, Commercial Lead APAC for QSIC, said, "Curated music experiences have a significant impact on customer engagement and satisfaction. Customers want to hear music that complements a store and enhances their experience, not just today's top hits or elevator music. With Wingstop, we're building an audio experience that's as bold and intentional as the brand itself."

Wingstop operates more than 2,500 locations in several countries, including the United States, Mexico, Canada, Singapore, the United Kingdom, France, and the United Arab Emirates. The company is known for its chicken wing flavours and has cultivated a global following.

The music played at the Sydney location will be specifically curated to embody Wingstop's brand attributes, serving as an extension of its broader global identity. QSIC's coverage spans multiple sectors, including other retail brands such as McDonald's, Coles/Reddy Express, and 7-Eleven.

QSIC stated that by utilising data and AI technology, it supports global clients in the hospitality, grocery, convenience, quick-service restaurants, and specialised retail sectors. The company's technology covers music curation, in-store advertising production, and measurement of audio's impact on customer behaviour in-store. Their stated reach exceeds 100 million in-store shoppers per month.

The partnership with Wingstop in Sydney is part of QSIC's strategy to expand its international footprint, building on previous collaborations across the retail and hospitality sectors.