Have a favorite Wings Etc. location? There’s a shirt for that at the new DTG-driven website.
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Have a favorite Wings Etc. location? There’s a shirt for that at the new DTG-driven website.

May 24, 2024 // Franchising.com // FORT WAYNE, Ind. - Wings Etc. Grill & Pub has earned tens of thousands of loyal, enthusiastic guests. Those guests are the focus of a new online store that deploys DTG (Direct-To-Garment) technology to allow fans to order custom, Wings Etc. market-specific wearables and other apparel and merchandise.

The online store includes “evergreen” designs that reflect Wings Etc.’s humorous, sometimes irreverent brand voice, as well as seasonal designs and new sub-brand designs that reflect deeper associations with the brand’s longstanding values and interests.

One of those sub-brands, Wings Etc. Outdoor™, was established in late 2021 as an expression of what Wings Etc. leadership and a sizable segment of Wings Etc. customers and fans hold dear: the opportunity to “get out there” and enjoy traditional American outdoor lifestyles such as hunting, fishing, camping, hiking, boating and “chillin.’” Wings Wear shop offers an entire section of Wings Etc. Outdoor apparel, and there is real excitement about its potential to deepen long-established guest relationships.

A second sub-brand, Wings Beach Club™, offers beach and sand-themed apparel associated with the Wings Etc. Osceola, Indiana location, which operates six full-size, lighted beach volleyball courts and serves guests food and drink at an extensive, court-adjacent patio and bar. Wings Beach Club designs feature the signature “Volleyball Rooster” mascot, both the original, beloved cartoon illustration and a new ai-generated iteration. Although specific to a single location, Wings Etc. fans from any US location can order and enjoy Wings Beach Club’s “always Summertime” vibe.

“Wings Etc. has always sold fun, funny silkscreened and embroidered apparel,” says Wings Etc. CEO Rob Hensmann. “What we’re able to offer now, with direct-to-garment, on-demand production, provides an opportunity for our guests and our franchise owners to create, explore, refine, and buy, and to do so with minimal financial risk, since no inventory is required. Each item is created only when the ‘Order’ button is clicked, and the transaction is completed. This production environment also lets us explore sub-brands such as Wings Etc. Outdoor and Wings Beach Club, to see if there’s interest among our friends, fans and families.”

SOURCE Wings Etc. Grill & Pub


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