2015
30
$387,948
$30,000
$747,641
No
Detroit Wing Company (DWC) is redefining the wing restaurant experience with its commitment to quality, flavor, and community. Founded in 2015 in Eastpointe, Michigan, DWC has rapidly expanded across the United States, earning accolades such as “Best Wings in Michigan” from Buzzfeed, Esquire, Men’s Health, and MSNBC. The brand stands out by offering over 20 signature, chef-driven sauces made from scratch, using fresh, high-quality ingredients—free from preservatives, MSG, and artificial flavorings. This dedication to quality has positioned DWC as a leader in the fast-casual dining sector, appealing to a broad customer base seeking flavorful, made-to-order meals.
Proven Concept: DWC has demonstrated strong market demand and customer loyalty, leading to rapid expansion across multiple states.
Quality-First Approach: The brand's commitment to fresh, made-from-scratch sauces and high-quality ingredients sets it apart in the competitive wing market.
Comprehensive Support: Franchisees receive extensive training and ongoing support, ensuring operational success and brand consistency.
Community Engagement: DWC fosters a strong community connection, enhancing customer retention and local brand recognition.
1. Established Year:
Detroit Wing Company (DWC) was founded in 2015 in Eastpointe, Michigan. This indicates that the brand has almost a decade of operational experience, enough to prove its business model and develop customer loyalty. For potential franchisees, a proven track record like this provides confidence that the brand is stable and growing.
2. Founders:
The company was founded by Gus Malliaras, who envisioned creating a premium, flavor-focused wing restaurant with a strong emphasis on quality and unique sauces. Founders’ background and vision are important because they shape the brand values, operational strategies, and long-term direction of the franchise.
3. Franchise Units:
DWC has expanded to over 30 locations across Michigan and Indiana. This shows market acceptance and scalability. The number of units is also a signal of the brand’s growth potential and indicates that franchisees are already achieving success in existing markets.
4. Brand Journey / Company History:
The journey of DWC started with a small restaurant focusing on fresh, chef-driven wing sauces. Over time, the brand gained recognition from national media outlets such as Buzzfeed, Esquire, and Men’s Health for having the “Best Wings in Michigan.” This public recognition highlights the brand’s reputation and strengthens its marketing appeal.
5. Ownership:
The company is privately owned, which allows for flexibility in franchise operations and quick decision-making. Private ownership often means franchisees can benefit from closer support and a more personalized relationship with the parent company.
6. Market Presence in the USA:
Currently, DWC has a regional presence in Michigan and Indiana, but with the franchise model, the company aims to expand nationwide. Understanding the market presence helps franchisees gauge potential locations, competition, and growth opportunities.
7. Industry Category:
DWC falls under the fast-casual restaurant industry, which has been experiencing significant growth in the U.S. due to consumer demand for quick, high-quality, affordable dining experiences. Being in a growth sector increases the probability of success for new franchisees.
✅ Why this is important for franchisees:
Shows that the brand is established and credible.
Highlights growth potential and market acceptance.
Provides insights into brand values, leadership, and customer base.
Helps potential investors understand the level of support and stability they can expect.
Detroit Wing Company offers a robust support system for its franchisees:
Pre-Launch Support: Assistance with site selection, lease negotiation, and restaurant design to ensure optimal location and layout.
Initial Training: A comprehensive two-week training program covering operational procedures, food preparation, customer service, and brand standards.
Ongoing Support: Continuous operational guidance, marketing strategies, and access to proprietary systems to maintain brand consistency and operational efficiency.
Marketing Assistance: National and local advertising support, including digital marketing, promotions, and community engagement initiatives.
Technology Integration: Access to advanced point-of-sale systems and inventory management tools to streamline operations.
The ideal Detroit Wing Company franchisee is:
Entrepreneurial Spirit: A self-motivated individual with a passion for the food industry and a desire to build a successful business.
Financial Capability: Ability to meet the financial requirements, including a minimum net worth of $350,000 and liquidity of $170,000.
Operational Experience: Experience in managing or owning a business, preferably in the food service or retail sector.
Community-Oriented: A commitment to engaging with and contributing to the local community to build brand loyalty.
Location Preference: Interest in establishing a franchise in a high-traffic area with strong customer demographics.
| Financial Parameter | Details |
|---|---|
| Franchise Fee | $30,000 |
| Total Investment | $387,948 – $747,641 (depending on location and build-out requirements) |
| Minimum Net Worth Required | $350,000 |
| Liquid Capital Requirement | $170,000 |
| Royalty Fee | 6% of gross sales |
| National Marketing Fee | 2% of gross sales |
| Local Advertising Requirement | 1% of gross sales |
| Expected ROI | Varies based on location, management, and market conditions |
| Break-Even Time | Typically 18 – 36 months |
| Revenue Streams | In-store dining, takeout, delivery, catering, merchandise |
| Infrastructure/Build-Out Cost | Included in total investment, varies by location |
| Working Capital Requirement | Part of the total investment, ensures operational liquidity |
| Marketing Budget | Covered by combined national and local advertising fees |
