Earnings Labs

Wingstop Inc. (WING)

Q3 2018 Earnings Call· Mon, Oct 29, 2018

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Transcript

Operator

Operator

Good afternoon, ladies and gentlemen, and thank you for standing by. Welcome to the Wingstop Inc. Fiscal Third Quarter 2018 Earnings Conference Call. A question and answer session will follow the formal presentation. [Operator Instructions] Please note that this conference is being recorded today, Monday, October 29, 2018. On the call, we have Charlie Morrison, Chairman and Chief Executive Officer; and Michael Skipworth, Executive Vice President and Chief Financial Officer. I would now like to turn the conference over to Michael. Please go ahead.

Michael Skipworth

Analyst

Thank you, and welcome. By now, everyone should have access to our fiscal third quarter 2018 earnings release, which has been posted to the Investor Relations tab on our website wingstop.com. Please note that our discussion today will include forward-looking statements. These forward-looking statements are not guarantees of future performance and therefore, you should not place undue reliance on them. These statements are also subject to numerous risk and uncertainties that could cause actual results to differ materially from what we expect. Our recent SEC filings contain a detailed discussion of the risks that could affect our future operating results and financial condition. We will also discuss certain non-GAAP financial measures that we believe can be useful in evaluating our performance. The presentation of this additional information should not be considered in isolation or as a substitute for results prepared in accordance with GAAP. Reconciliations to comparable GAAP measures are contained in our earnings release. And with that, I would like to turn the call over to Charlie.

Charlie Morrison

Analyst

Thank you, Michael, and good afternoon. As always, we appreciate your interest in Wingstop and your participation in our quarterly conference call. As noted in our earnings release, which hit the Wire a few minutes ago, our third quarter performance was exceptional. The continued strength in our business has once again allowed us to deliver on our shareholders’ expectations. With this momentum and the strong performance year-to-date, we are well positioned for 2018 to be our 15th consecutive year of positive same-store sales growth, an achievement we believe is unmatched in the industry. For the third quarter, total system-wide sales rose 15.1% driven by a 6.3% increase in domestic same-store sales and system-wide unit growth of nearly 12%. Consistent with what we’ve shared with you in our previous quarterly calls, our new unit development continues to strengthen during 2018 as our domestic franchisees accelerate their investment in Wingstop. During the quarter, we opened 27 net new restaurants and ended the quarter with 1215 locations worldwide. We remain confident in delivering strong unit growth driven by the momentum in the number of new restaurant commitment sales, as well as the healthiness of our existing pipeline. In our second quarter call, we told you that our third quarter-to-date comp was 4.5% and noted that the third quarter 2018 would be a tougher compared to the prior year. We were encouraged by the acceleration we saw in the comp for the balance of the third quarter largely driven by transaction growth resulting in 6.3% same-store sales growth for the full quarter. Our comp continues to reflect some above normal ticket growth, which we believe to be a transitory issue. We expect above normal ticket growth to be reflected in our comp until we lap the pricing actions taken by our franchisees late last…

Michael Skipworth

Analyst

Thank you, Charlie. Before I walk through the numbers, I would like to remind everyone that our financial results reflect the new accounting rules around revenue recognition that became effective at the beginning of this year. Our prior year results have been revised to reflect this change, so that you can compare apples-to-apples. Total revenue for the quarter increased 15.5% to $38.2 million. Royalties, franchise fees and other increased $1.9 million, driven by our 124 net franchise restaurant openings since Q3 of last year and our 6.3% same-store sales growth. As Charlie noted earlier, our comp for the third quarter included both increases in transaction count and an increase in average transaction size. We grew our total restaurant base by 11.7% since the third quarter last year. This quarter we added 27 net system-wide restaurants including eight international openings. We ended the quarter with 1,215 restaurants, of which 130 are outside of the U.S. Our company-owned restaurants continued to deliver strong financial results. Sales grew 22.5% or $2.2 million for the quarter. $1.5 million of the increase is associated with three opportunistic acquisitions we made in the Dallas market earlier this year. The remaining increase is driven by same-store sales growth of 5% in our company-owned restaurants. This same-store sales growth was driven by both an increase in transactions and an increase in average transaction size. Cost of sales decreased as a percentage of company-owned restaurants sales by 1,300 basis points. The decrease was primarily driven by a 970 basis point reduction in food, beverage and packaging costs due to a 30% deflation in wing prices compared to Q3 of last year. Also contributing to the margin improvement was a leverage we obtained in labor cost and other operating expenses as a result of the same-store sales growth at our…

Operator

Operator

Thank you. We will now begin the question-and-answer session. [Operator Instructions] Our first question comes from the line of Jeffrey Bernstein with Barclays. Please proceed with your question.

Jeffrey Bernstein

Analyst

Great. Thank you very much. Two questions. Just one on the unit growth outlook. Charlie, you mentioned, things seemingly accelerated through 2018. In the Convention it sounds like it was quite bullish. I am wondering in the conversations with franchisees whether it came up. But all in terms of concerns of the rising construction costs so the increase in borrowing rates was kind of two areas that we are hearing concerns maybe from the franchise models that maybe there should plan enough available capital for sustained 10% plus unit growth in 2019 that Michael just referenced. And then I have one follow-up.

Charlie Morrison

Analyst

Well, yes, let me address those real quickly. I think the sentiment was quite strong. We have not heard any feedback related to either the cost of construction or the interest rate being a challenge for our franchisees to access capital or as deterrence to opening new restaurants. As we noted in the call, script that we definitely have seen an improvement in the pace of new restaurant signings over the last quarter-and-a-half and expect that to continue as we go into the back part of the year.

Jeffrey Bernstein

Analyst

And then just on consumer sensitivity. Assumingly your results are quite strong and exceeding expectations, that the consumer environment were to slow, like how you go about assessing your brand elasticity? I know a couple of quarters ago, you guys were talking about maybe being concerned of the 3% plus price increase maybe leave the short-term traffic erosion. So obviously you are cognizant of a certain amount you can take on from a price increase perspective. I was wondering how you think about your elasticity of things would flow, whether that’s balance of value versus premium, anything you’ve assessed in terms of assessing your consumer?

Charlie Morrison

Analyst

Yes, sure. A timely question, especially given the performance we had in Q3. If you look at the impact, the bundle that we did during the third quarter had on our performance, it did a great job of increasing frequency amongst our core guests. And so, we’ve noted for a while if you remember then since back at the election outcome back in 2016 when we had a tough quarter and rebounded from that with our national advertising, we actually have started to see a nice increase back from our core customers and that bundle really drove it and of course it was at a great value at $15.99. So our core customer recognized that and really increased their purchase rate. We think that’s a great testament to the brand’s ability to react to some tougher environment. And as we noted, our franchisees took a lot of price at the last half of 2017. So, putting this particular bundle in place and then leveraging our national scale and advertising to actually promote that bundle, turned out to be a great demonstration of the resiliency that we have with Wingstop.

Jeffrey Bernstein

Analyst

Great. Thank you.

Charlie Morrison

Analyst

You are welcome.

Operator

Operator

Our next question comes from the line of David Tarantino with Robert W. Baird. Please proceed with your question.

David Tarantino

Analyst · Robert W. Baird. Please proceed with your question.

Hi, good afternoon and congratulations on such strong results. The question I have is really on the comp trend exiting the quarter and I think Charlie, you called out a few factors. One of them being the TV advertising campaign around that bundled promotion and if I am not mistaken, I think you ran higher media rates around that promotion. So, I was wondering if you could just elaborate on what do you think you learned about the media rates and the purchase to the advertising and how that informs your strategy as you move into next year with the extra marketing spending.

Charlie Morrison

Analyst · Robert W. Baird. Please proceed with your question.

Sure. Certainly, the promotion and the increased media rates did have an impact. We raised our rates to above a 100 TRPs in some cases up to 120 TRPs which was generally up from anywhere from 70 to 90 TRPs which was our previous approach and we consolidated some of those together which really fits with what we expect to do in 2019 when we add the incremental 1%. We believe that in order to really breakthrough and to meaningfully raise awareness which, as you know is our core objective with the increase in our advertising spend, but this was a great way to demonstrate that we could really move the needle in a short maybe compressed period of time. And so now, as we exited our convention, spoke with our franchisees about the impact that that 1% could have I think this quarter barring the bundle that we promoted is a great demonstration of being able to expand our media presence beyond just our core customers, but also now, shifting our media strategy slightly so that we can expand into customers who really don’t know much about Wingstop and convert them into users of our brand. So, I think we left the quarter very confident that the 1% is the right decision for the brand going forward and as we get closer into 2019, we will start talking a little bit about how that will manifest itself.

David Tarantino

Analyst · Robert W. Baird. Please proceed with your question.

Great. And then, one question, Michael. On the guidance for this year, does that assume the type of momentum that you saw in Q3 or at the end of Q3 continues in Q4? Or is there a different assumption underlying that EPS target?

Michael Skipworth

Analyst · Robert W. Baird. Please proceed with your question.

No, I do think there is a little bit of an underlying momentum assumption there. Obviously, as we look to kind of what we are running against from Q4 of last year that compares are a little tougher. But I think it’s a good indicator, David.

David Tarantino

Analyst · Robert W. Baird. Please proceed with your question.

Great. Thank you.

Charlie Morrison

Analyst · Robert W. Baird. Please proceed with your question.

You are welcome.

Operator

Operator

Our next question comes from the line of Jeff Farmer with Gordon Haskett. Please proceed with your question.

Jeff Farmer

Analyst · Gordon Haskett. Please proceed with your question.

Great, thank you. You guys believe you are coming up on the one year anniversary of delivery in the Chicago market. I am just curious what changes you’ve seen over the year in terms of how the consumer is using delivery? Has the delivery mix been relatively stable? Have you seen it build slowly? Any information on how that year has sort of evolved would be helpful?

Charlie Morrison

Analyst · Gordon Haskett. Please proceed with your question.

Hello, Jeff. Yes, we have seen that mix has not only sustained, but we have actually seen a slight uptick in a couple other markets as we’ve surpassed that one year mark which is a great indication that as people become more and more aware of delivery at Wingstop and I would argue delivery in general, I think that’s going to be a benefit to our brand. I will say though that, aside some incremental media primarily through radio and digital themes when we launched the product, we’ve really supported it with very little marketing effort. And so, as we look forward, we are going to continue with that same approach until we get to a scale position where we can leverage our national scale to support delivery long-term. But I – we are very encouraged. As we mentioned, the Denver market came out of the gate very consistent with other markets we’ve seen and we would expect that in other strong markets for Door Dash, like Los Angeles and Houston, we would expect to see similar results going forward.

Jeff Farmer

Analyst · Gordon Haskett. Please proceed with your question.

Okay. And just one quick follow-up on that, you mentioned scale, so from – leveraging your scales at 60%, 70%, 80% of the system, where do you see the tipping points for scale?

Charlie Morrison

Analyst · Gordon Haskett. Please proceed with your question.

Yes, I think it’s got to – our goal would be to get to 80% level rolled out in 2019 before we made any sort of meaningful change in our advertising strategy. And quite frankly, we’ve got a lot of work to do as we noted in just raising awareness of the brand and then, moving people that are aware into consideration. And so, our marketing team is working very hard to work on those two key areas first and so, I think we will see delivery rollout, I guess, if you will in a soft manner before we actually apply any sort of meaningful advertising behind it.

Jeff Farmer

Analyst · Gordon Haskett. Please proceed with your question.

All right. Thank you.

Charlie Morrison

Analyst · Gordon Haskett. Please proceed with your question.

You are welcome.

Operator

Operator

Our next question comes from the line of Matthew DiFrisco with Guggenheim Securities. Please proceed with your question.

Matthew DiFrisco

Analyst · Guggenheim Securities. Please proceed with your question.

Thank you so much. I wonder if you could just give us a little bit more granularity sort of how that your price should roll off in the fourth quarter, specifically with the franchisees and then, if there is anything – any price being considered now or anything that just could move on maybe inter-quarter as well maybe in the markets that have a little bit more labor pressure.

Michael Skipworth

Analyst · Guggenheim Securities. Please proceed with your question.

Hey, Matt, it’s Michael. I think as we think about the pricing actions that were taken by our franchisees in 2017, we will really start to lap those in the back half of Q4, late Q4 really. And then as far as any sort of specific other pricing actions, there is nothing within the quarter to highlight. I do want to remind you that when we think about our long-term algorithm of growth for the business it becomes to same-store sales in that low-single-digit same-store sales growth target of ours. We do contemplate that including about one or two points of price.

Matthew DiFrisco

Analyst · Guggenheim Securities. Please proceed with your question.

Okay. And then, I guess, if you were around 4% or so in this quarter, is that still sort of the mark? And then three of that rolls off middle of the fourth quarter or the back half of the fourth quarter?

Michael Skipworth

Analyst · Guggenheim Securities. Please proceed with your question.

Yes, I think that’s directionally accurate.

Matthew DiFrisco

Analyst · Guggenheim Securities. Please proceed with your question.

Okay. Thank you.

Operator

Operator

Our next question comes from the line of John Glass with Morgan Stanley. Please proceed with your question.

John Glass

Analyst · Morgan Stanley. Please proceed with your question.

Thanks very much. My question is on the unit economics and development. Charlie, you’ve talked about 35% to 40% returns for a while, but sales are better, but more importantly margins, just given wing costs are significantly better. So is that a real number today or a return significantly higher given where wing prices are, maybe how labor cost sort of offset it. So, 35% to 40% is still the right effective number. Given those unit economics, you were still sort of behind last year’s pace from a development standpoint domestically, is that just a – it’s more fourth quarter loaded this year? Do you think you end up in the same place with absolute number of units opened in 2018 versus 2017 for example?

Charlie Morrison

Analyst · Morgan Stanley. Please proceed with your question.

Hi, John. Yes, I think couple thoughts here. One, as it relates to the unit economic model, the way we look at that is on an average year or an average over a year. As you know the wings can be volatile in terms of that commodity is impacted at any given point through a year. But certainly in 2017, those returns were stressed based on the strong wing inflation and this year, where we’ve seen some deflation, it certainly is helping margins and therefore improving the returns. But the way we characterize those returns is over the long haul. Is that 820 going into $890,000 second year average unit volume still delivering a consistent cash-on-cash return and we believe it is. As it relates to the cadence of openings, I think we have noted throughout the year that we expected the latter part of the year to be where our strength was in achieving that goal and as we noted, net of the Philippines decision that we made and e are still on pace for that 12% unit growth year-on-year. So, yes, we have great clarity into our pipeline for the fourth quarter.

John Glass

Analyst · Morgan Stanley. Please proceed with your question.

And just on delivery, one, in your test markets so far, what’s the split in terms of sourcing orders from your APP versus Door Dash’s App? And are you doing some work on yours maybe that changes over time. Two, are they new to the incremental, but are they really new customers? And three, do you get data sharing, so we know if orders are coming through third-party App who your customers are?

Charlie Morrison

Analyst · Morgan Stanley. Please proceed with your question.

Yes, so, in order, on the sourcing side of it, most of the customers typically, it’s been about two-thirds of a guest come in through the Wingstop App. And I think it’s important what you noted that we are rebuilding that App and expect to launch it at the end of the year, first of next year, we are going to change completely the presentation to our guests and so that they start with the decision between delivery or carryout as the first choice and then work their way through a much, much more engaging user interface that has fewer clicks and scrolls than what we had before. So we do believe we can continue to improve that. But as of today, two-thirds from us, a third from Door Dash. As it relates to new customers, we do believe and we’ve learned this from research and the piece of business as well that you have really distinct customers that are carryout customers versus delivery customers. There is only about a 15%, maybe 20% overlap and if you look at the results we’ve seen so far, it would suggest that at an 80% or so level of incrementality that these truly are new guests that are coming in the door. We can also measure that by looking back at information about these guests to see if they leverage Wingstop before for a carryout order using our digital means. And then, if you think about those new customers from a data sharing perspective, again, the majority of them are going to be customers that data we own. But we certainly will share information with our partner to ensure that we clearly understand who that guest is, but we technically don’t own that customer in that transaction if it comes through a secondary source.

John Glass

Analyst · Morgan Stanley. Please proceed with your question.

Okay. Thank you.

Charlie Morrison

Analyst · Morgan Stanley. Please proceed with your question.

You are welcome.

Operator

Operator

Our next question comes from the line of Will Slabaugh with Stephens. Please proceed with your question.

Will Slabaugh

Analyst · Stephens. Please proceed with your question.

Yes, thank you. I just had a question on value. It seems like there was a pretty strong response to both the $0.60 bonus promotion as well as the $15.99 bundle. What does that tell you about there being potentially more room can fry that explicit value message either on the menu or putting it out on promotion form like this? Or would you maybe think about using this a little bit more frequently or do you prefer to use it sparingly?

Charlie Morrison

Analyst · Stephens. Please proceed with your question.

Yes, it’s a great question and one we’ve talked about a lot internally. I think it’s a great demonstration that when needed, a value offering works quite well to bringing back frequency amongst our core guests which I mentioned before. Our frequency did increase. I think, over time though, what we are going to continue to do is execute our playbook which is all about driving awareness and then improving consideration amongst those who are aware of our brand, so that we can drive net new customers into our business day in and day out while still providing a great value already. But in a time like this, where we needed that bullet in the gun, we have it which means that we can be very careful and thoughtful about using that again as necessary. And I think that’s going to be the way we are going to approach it and it’s in the way we’ve approached it for many years before.

Will Slabaugh

Analyst · Stephens. Please proceed with your question.

Got it. And can you briefly talk about impact that you saw either through TV or digital or if you have much of a means to measure the impact that one or the other?

Charlie Morrison

Analyst · Stephens. Please proceed with your question.

I am not sure I clearly understand the question, maybe you can help me there.

Will Slabaugh

Analyst · Stephens. Please proceed with your question.

Sure, so, so, I guess the – as you saw it, if one was more impactful than the other. As you said multi-dollar don’t – digital dollars and digital price?

Charlie Morrison

Analyst · Stephens. Please proceed with your question.

I see, just between digital versus TV. TV is always going to have a greater impact and you can generate a lot more awareness and although people talk about the fact that maybe watching, television watching is down, it’s not so meaningfully down that it would be replace wholeheartedly by digital. But, certainly from an return on investment, it’s much easier to track the digital stem. But I think still from an awareness generation and conversion opportunity TV becomes or still remains the best opportunity for us.

Will Slabaugh

Analyst · Stephens. Please proceed with your question.

Thank you.

Charlie Morrison

Analyst · Stephens. Please proceed with your question.

You are welcome.

Operator

Operator

Our next question comes from the line of Andrew Charles with Cowen and Company. Please proceed with your question.

Andrew Charles

Analyst · Cowen and Company. Please proceed with your question.

Great, thanks. Charlie, just to follow-up on an earlier question. The upgrade App and website that you are testing, assuming that has no kings, did you say that that could rollout just a while sometime in the first quarter?

Charlie Morrison

Analyst · Cowen and Company. Please proceed with your question.

Yes, our target right now is, right at the beginning of the year, assuming, to your point, well said, no kings, but we are in the testing process of that currently.

Andrew Charles

Analyst · Cowen and Company. Please proceed with your question.

Got it. Okay. And then, my real question was that, in the spirit of improving brand awareness, would you expect to start putting 2019’s increased marketing contribution to work through elevated TV advertising ahead of the Super Bowl or afterwards?

Charlie Morrison

Analyst · Cowen and Company. Please proceed with your question.

Most likely, afterwards. We are typically trying not to do too much media before the Super Bowl. It’s a strong time a year for us, stronger volumes and so, we’ll usually wait till after the Super Bowl to do anything.

Andrew Charles

Analyst · Cowen and Company. Please proceed with your question.

Okay. And then, Michael, what’s the assumed closing date on the new debt facility with an EPS guidance? And I was wondering if you could give us a sense for the industry to range for the new fixed facility? And if it’s fair to assume that the interest rate on the floating notes is expected to be in line with the L Plus 275 on the old facility?

Michael Skipworth

Analyst · Cowen and Company. Please proceed with your question.

Yes, Andrew, I think, obviously we included information about the securitization in our release last week and we expect it to close in Q4 and I think once we – obviously, we were subject to market conditions and closing the deal. But, I think we’ll have more details to come on that in the near-term.

Andrew Charles

Analyst · Cowen and Company. Please proceed with your question.

Thanks guys.

Charlie Morrison

Analyst · Cowen and Company. Please proceed with your question.

Thank you.

Operator

Operator

Our next question comes from the line of Jake Bartlett with SunTrust Robinson Humphrey. Please proceed with your question.

Jake Bartlett

Analyst · SunTrust Robinson Humphrey. Please proceed with your question.

Great. Thanks for taking the question. Charlie, just on unit growth, you’ve mentioned the 12%. It just looked a little bit less than, I think the last time that you mentioned was 12% to 12.5%. So, I am wondering whether that’s coming from domestic or international, just a minor takedown or whether you’d actually frame it that way? And then, I’m thinking about how understanding that the higher wing prices impacted the wallet of same-store sales impact the development this year. I guess, I would have thought you would been picking up maybe little quicker than it has, but how comfortable are you with the 2019 pipeline and that it’s going to be a little more balanced in terms of the cadence.

Charlie Morrison

Analyst · SunTrust Robinson Humphrey. Please proceed with your question.

The cadence is always going to have a strong fourth quarter that’s been consistent for us for a long time. We noted earlier in the year that we expected the cadence to be softer during the middle part of the year because of the impact that the pipeline has. But, I think, with the unit development pipeline, you have to be thinking almost up to a year out as it relates to refilling it and growing it. But as I noted on the call, we are very confident that we are seeing a really nice uptick in deals sold, as well as filling the pipeline especially as we look into 2019. A lot of which is fueled by strong comp growth as we’ve seen and certainly prolonged and sustained improved unit economics through the reduction in wing prices. So, this is something we’ve seen in the past and I don’t expect that to change too much compared to a cadence from a typical year prior to 2018. So, we do expect that we’ll always have a strong fourth quarter. But we do feel very good about this fourth quarter coming up. As I mentioned, we have great visibility into it and we also have a lot of visibility into the first half of 2019, as well.

Jake Bartlett

Analyst · SunTrust Robinson Humphrey. Please proceed with your question.

Great. And I am hoping you can help out with G&A. Costs were up more than I think were last year in 2018. How should we think about that? Was there something in 2018 in G&A like incentive comp or something that boosted the growth rate that won’t be repeated kind of on a year-over-year growth rate going forward?

Michael Skipworth

Analyst · SunTrust Robinson Humphrey. Please proceed with your question.

That’s a good question, Jake. This is Michael. I think, really what you are seeing there or us making some very intentional investments in G&A to support a lot of these long-term growth drivers. One example I’d highlight specifically is, as we decided to accelerate the timing around rolling out national delivery, there was some G&A investment needed to support that growth. And so, I think as we look out over the near-term, obviously we are not going to get into 2019 here, but I think you could expect a little bit of incremental G&A investment as we position ourselves to leverage some of these growth drivers that we have in front of us.

Jake Bartlett

Analyst · SunTrust Robinson Humphrey. Please proceed with your question.

Great. And then, lastly, you talked about the 80% target for the delivery for the system. When do you think you are going to hit that? You are going pretty – it seems you are growing pretty fast for the remainder of fourth quarter here, but is that a more of a mid-2019 sort of target or really is that year end of 2019?

Michael Skipworth

Analyst · SunTrust Robinson Humphrey. Please proceed with your question.

Yes, I think it’s still towards the end of the year, keeping in mind that, with the addition of Los Angeles and Houston, we’ve added two very large markets that take up a big percentage of the system. From here forward then, market-by-market, those percentages get a little tougher with the exception of Dallas and maybe San Antonio which will come along, that would air towards the back half of the year before we hit the 80%.

Jake Bartlett

Analyst · SunTrust Robinson Humphrey. Please proceed with your question.

Great. Thank you very much.

Michael Skipworth

Analyst · SunTrust Robinson Humphrey. Please proceed with your question.

Yes.

Operator

Operator

Our next question comes from the line of Chris O’Cull with Stifel. Please proceed with your question.

Unidentified Analyst

Analyst

Hey, good afternoon guys. It’s actually Mitch on for Chris. Just on delivery, Charlie, could you just, the changes the stores will experience as delivery is implemented?

Charlie Morrison

Analyst

Yes, it’s a couple of things really procedurally. A modification to our strategy for how we package product to separate French Fries from the rest of the order and then very simply just a change in procedure on how we cook our French Fries and I’ve been asked this question before. Why don’t you just go ahead and make that procedural change everywhere? Part of it is because we want to make sure that we train it in properly. So that happens and then, really just an education and awareness to how to treat delivery orders recognized when Door Dash shows up and a reinforcement of done right and on-time, the two key measures for the highest level of customer satisfaction.

Unidentified Analyst

Analyst

Okay, okay. And then, I know the company’s new CMO has been on the team now for a few months. So, I was hoping you could elaborate how you see the company using national promotions moving forward? Thank you.

Charlie Morrison

Analyst

Yes, I think, I’ll reinforce the comment I made earlier that although we did a promotional message with this bundled boneless product in the third quarter, we will continue to leverage brand awareness and brand-driving events into the future. So, I don’t expect to see a lot of promotional advertising. What will say is, we are very excited and our franchisees left our convention very excited about these strategies that Maurice has in place for the coming year to leverage the additional 1% and we’ll talk about those more as we get into 2019.

Unidentified Analyst

Analyst

Great. Thanks guys.

Charlie Morrison

Analyst

You are welcome.

Operator

Operator

Our next question comes from the line of Karen Holthouse with Goldman Sachs. Please proceed with your question.

Unidentified Analyst

Analyst · Goldman Sachs. Please proceed with your question.

Hi, this is actually Garrett on for Karen today. With regards to the positive commentary on the unit growth pipeline, could you guys talk about little bit about sort of the openings in core versus non-core markets? Or anything else to call out in terms of results for the certain regions? Thanks.

Charlie Morrison

Analyst · Goldman Sachs. Please proceed with your question.

Yes, I think it’s very similar to what we’ve experienced over time. The mix between core and non-core or emerging in new markets – existing or new markets is not the same as it always has been. There hasn’t been a mix shift change. Really, it’s just been a pacing of the openings and the slowing, if you will, that we’ve seen in Q2 and Q3 now is starting to accelerate back in Q4.

Unidentified Analyst

Analyst · Goldman Sachs. Please proceed with your question.

Great. Thanks. And just one more. Anything to call out for weather in the quarter? Thanks.

Charlie Morrison

Analyst · Goldman Sachs. Please proceed with your question.

No, no call outs for weather that meaningfully impacted anything in the quarter.

Operator

Operator

Our next question comes from the line of Peter Saleh with BTIG. Please proceed with your question.

Peter Saleh

Analyst · BTIG. Please proceed with your question.

Hey, great. Thanks and congrats on the quarter. I wanted to ask about traffic. I think you guys mentioned a couple times that the $15.99 bundle with the advertising drove frequency of your core guests. Did you also see, specifically with that promotion, or what else you are doing? Are you also seeing new customers being attracted to the brand or do you feel like the incremental contribution to the ad fund in 2019 is designed to drive new customers to the brand?

Charlie Morrison

Analyst · BTIG. Please proceed with your question.

Yes, I definitely think we saw new customers to the brand. But I think the more meaningful increase was a frequency-driven event with our core customers based on this bundle and again, people were aware Wingstop understood the bundle, saw the value and converted. But I will say, to the point that Michael made earlier, on a year-to-date basis now, the brand is experiencing positive transaction growth and we did experience positive transaction growth during the third quarter. So, not only did we see an increase in frequency. We did see some increase in what we believe our new customers. It’s a little early to tell because you need the research to follow that up and defend on that position. But I think the anecdotal feedback has supported that.

Peter Saleh

Analyst · BTIG. Please proceed with your question.

Great. And then, on the delivery, I know you have mentioned delivery and take out are two separate occasions, not a lot of overlap. So, it’s pretty incremental. On the delivery side, who do you think you are taking the share from if you are consistently seeing this mid to high-single-digit sales lifts?

Charlie Morrison

Analyst · BTIG. Please proceed with your question.

I think we have taken it from a number of different occasions. I think the key is to get that true delivery customer to convert their occasions away from what they are used to, which could include pizza occasions and convert those over to a Wingstop occasion. But I think, it’s that plus any number of offerings that are out there for delivery and Wingstop being perhaps a preferred option.

Peter Saleh

Analyst · BTIG. Please proceed with your question.

All right. Thank you very much.

Charlie Morrison

Analyst · BTIG. Please proceed with your question.

Thank you.

Operator

Operator

Our next question is a follow-up question from the line of Matthew DiFrisco from Guggenheim Securities. Please proceed with your question.

Matthew DiFrisco

Analyst

Thank you. My question is with respect to the development side. I guess, a lot of – some concern there seems to be about a little bit of a slowing in prior quarters. Is the 12% I guess for 2019 or so, is that something there and beyond that you are seeing the pipeline built to that point that that is multiple years out and visibility around that?

Charlie Morrison

Analyst

Yes, I don’t know that I would provide any insight into what the future outlook is beyond this year and just to call out to the momentum. At the end of Q4, we will report the pipeline as we always do. But I think we’ve noted here that we’ve seen a nice increase in the pipeline in terms of deals sold and the momentum increasing as we go throughout the year and even into this fourth quarter. So, I think that statement is one that is reflective of a confidence in our future growth after going through a relatively tough cycle there. But I don’t want to suggest that that has any indication on further years out.

Matthew DiFrisco

Analyst

Okay, excellent. That’s helpful.

Operator

Operator

There are no further questions in the queue. I would like to hand the call back to management for closing comments. Ladies and gentlemen, this does conclude today’s teleconference. Thank you for your participation. You may disconnect your lines at this time and have a wonderful day.