• by Teresa Buyikian , July 24, 2024

Brand activation competition is fierce at the 2024 Olympics, but one QSR is sailing in with hopes of spreading its wings in Europe long term. 

Wingstop announced it will open a pop-up restaurant called "House of Flavor" (or “Maison des Saveurs”) in Paris, from July 27 to August 10. The brand said the activation “marks the beginning of larger growth plans in Paris, with the potential for over 200 Wingstop restaurants in France,” per the release.

The on-site experience, located at 12 Rue Philippe de Girard, is open to the public with over 50,000 visitors expected, according to the brand.

The House of Flavor: A Taste of Street Culture attendees will be able to sample free wings along with seasoned fries and freshly made ranch dressing, as well as participate in a variety of events such as 3x3 basketball showdowns, breakdance performances, dance battles and streaming sporting events. 

"Our mission at Wingstop is to Serve the World Flavor and there's no better stage than Paris this summer as flavor fans from around the world transcend on the iconic city," said Wingstop's Chief Brand Officer Melissa Cash in a release. "This is an exciting step as we scale Wingstop into a Top 10 Global Restaurant Brand."

The activation will have with Parisian DJ collectives from Tuesday to Sunday, with a “major music night” on August 8 with yet to be disclosed  “big names from the hip-hop and rap scene.”

Fans can get a new haircut or a manicure with nail art, as well as obtain merchandise that is exclusive to the activation.

Tattoos will also be offered, and the site will feature work from Parisian graffiti artists. 

Wingstop fans in the U.S. will not be left out of the Olympic fun. The chain is also promoting the Summer of Flavor Bundle at its over 2000 U.S. locations. The bundle comes with wings, fries, corn, dips and drinks.