Wingstop, Inc. became the first restaurant brand to offer voice-activated ordering with menu item customization through Amazon Alexa. Wing fans can now feed their craving for flavor by speaking simple command prompts that will activate Amazon’s cloud-based voice service, Alexa, to place a new order, re-order from favorite and recent orders, process payment and provide estimated pick-up times. Amazon Alexa users can activate a Wingstop order by using simple vocal prompts such as “Alexa, ask Wingstop to order wings”; “Alexa, ask Wingstop to order favorite”; or “Alexa, ask Wingstop to order an 8 piece classic wing combo with lemon pepper, fries and ranch.” To get started, Alexa users must enable the skill in the Alexa app and then link their Wingstop account. The entire ordering process can take place within the Wingstop skill for Alexa. Customers can also manage favorites, set order locations and save payment information for even easier ordering on their next go-round. Voice ordering with Amazon Alexa is the latest extension of Wingstop’s preexisting digital ordering platforms. A digitally-driven, innovative restaurant brand, the Company debuted the industry’s first-ever multi-channel social ordering capabilities on Facebook Messenger and Twitter in June 2016 and was ranked the number one “Most Beloved” fast casual dining brand on social media (and second overall restaurant brand) in the United States by Netbase. The omni-channel text and voice conversational technology, powered by Conversable, Inc., allows customers to start an order, customize it, and enjoy easy check-out without ever leaving their preferred social media channel or Amazon Alexa device. Digital orders accounted for 19% of total orders for Wingstop, as of the end of the Company’s fiscal third quarter.