Wingstop Inc. (NASDAQ:WING) Q3 2019 Earnings Conference Call - Final Transcript
Oct 30, 2019 • 10:00 am ET
that whole chicken. But as of right now, a sandwich is not in consideration.
Makes sense. And then in 2018, you posted national TV advertising on and off throughout the year. While in 2019, you concentrated national TV advertising into 2 distinct flights. Is it fair to say that based on the same-store sales performance, the concentration of TV advertising is a more effective tactic for the brand? Or are you open to contemplating to posting again just given the larger budget you're going to have in 2020?
I think as we look forward, the cadence of our advertising will remain consistent. So yes, in 2018, in the fourth quarter -- third and fourth quarter, we did have a large window similar to what we've done this year in both our first part of the year and second part of the year. But as you look at what we're going to do going forward, we will continue to focus on 2 primary windows. Those create for us the efficiencies we want to see to be able to drive TRP levels up and broaden the audience by way of a more effective media buy and create the biggest opportunity, which I think we've proven this year in our performance in the most recent as well as the first window we did this year. So I would expect much of the same in the future.
The next question comes from James Sanderson with Northcoast Research. Please go ahead.
Hi, thanks for the question. I just wanted to dig in a little bit more on delivery. You mentioned the 10% increase in menu prices on DoorDash. So we're wondering how this is impacting demand from DoorDash versus delivery more broadly? And then in general, how do TV ads impact delivery demand in markets where it's relatively new?
To clarify a statement I made earlier, we have not been on TV and advertised delivery. And we anticipate doing that next year. So I don't know the answer to that second question. The first question is: we've had no impact on the transaction performance either through DoorDash or wingstop.com.
No change in mix?
[Operator Closing Remarks]