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Wing it On! is making its Georgia debut in Sandy Springs on 8290 Roswell Rd, CEO Matt Ensero confirmed with What Now Atlanta (WNA) Thursday. The goal to bring authentic Buffalo, New York-style wings to the state isn’t stopping there, as a total of three locations are currently planned for Atlanta alone — with many more to come.
Ensero refers to Wing it On! as “elevated fast-casual wings” that stays true to its Buffalo-inspired origins, made with real butter, real hot sauce, and are “extra crispy.” The blue cheese is also made in-house daily.
The idea behind Wing it On! is to cater to a city adapting to the impact of COVID with a “dining room elimination” concept. What that means, as Ensero explained, is that its a hybridized cross between “Ghost kitchens,” which is a take-out only concept, and a standard brick-and-mortar setup. While takeout is heavily emphasized, benches and waiting areas are available for guest use as they see fit. Buffalo Wild Wings earlier this year launched a similar concept with the company’s GO model which is already nearing its second opening.
While the pandemic initially inspired this fusion of ideas, Ensero saw the industry already heading in that direction with curbside pickup and similar services becoming more and more popular prior to the novel coronavirus. Ensero and franchisee Mike Lokhandwala aren’t letting it stop them from opening soon. “We’re hoping to be open by the third week of November,” Ensero told WNA. “That’s the window.” As for the other two locations, Ensero and Lokhandwala — who is an Atlanta native — are on the hunt.
(Edited to correct the name of franchisee Mike Lokhandwala)