Small Town – Big Opportunity: How Wingers Alehouse Found Its Franchise Identity

Coming up with a great franchise slogan is more art than science. At least, that’s how Wingers Alehouse co-founder and CEO Eric Slaymaker sees it. And in the case of Wingers’ new tagline, Small Town – Big Opportunity, he says both art and economics played a role.

Small Markets Make Big Sense

Before diving into the creative side, it helps to understand the economics that inspired the slogan. When Eric and his brother, co-founder Scott Slaymaker, refined the Wingers Alehouse franchise model, they discovered something powerful: smaller town markets give franchisees a competitive edge.

Their insight came from decades of firsthand experience, beginning with the original Wingers American Diner in Bountiful, Utah, back in 1993. Along the way, the family also spent years as franchisees for national brands like Sizzler, TGI Fridays, and Tony Roma’s. That history shaped a simple conclusion: Small towns work for the right restaurant franchise, and can deliver big profits for Wingers Alehouse franchisees.

Wingers Alehouse franchise locations are perfect for smaller town markets because they operate with a smaller staff, a more efficient footprint (around 4,500 square feet compared to 6,000 to 9,000 or more for big national chains), lower build-out and operating costs, and a population sweet spot of 15,000 to 50,000. Because of this leaner model, these locations need lower annual revenue to remain profitable, opening up markets the major national brands often can’t touch.

“We’re in metro areas too,” Eric says, “but the heart of Wingers Alehouse has always been small-town America.”

And he means it. Look at the map: Elko, Nevada; Richfield, Utah; Mountain Home, Idaho; Nampa, Idaho; Ontario, Oregon; Winnemucca, Nevada; Vernal, Utah; and more. These are small town communities where Wingers Alehouse’s franchise strategy thrives.

This brings us to the art behind the slogan.

Brand consultants might say there’s a formula for crafting the perfect tagline, but any seasoned operator knows otherwise. A great slogan needs to capture the spirit of the brand, resonate emotionally, communicate a clear promise, and stick in people’s heads. There’s no spreadsheet for that.

Eric says Small Town – Big Opportunity emerged organically among team members. But not without debate. Would the phrase small town limit the brand as it expands into larger markets across the West, Northwest, and Midwest?

Eventually, the team landed on a deeper truth: small town isn’t about geography. It’s about the mindset. “I finally said, ‘Guys, this is what we are. We need to own it,’” Eric recalls. “We bring a small-town ethic wherever we go. We know our guests. We connect with them. That’s what sets us apart.”

The brand’s identity, America’s Small Town Alehouse, isn’t restricted to population size. It’s about carrying hospitality, authenticity, and neighborly service into every community, big or small.

To reinforce that vision, the company also introduced a new mission statement: Cultivating vibrant community Alehouses around the world.

Beer, Food, and Community: The Wingers Alehouse Experience

Today, Wingers Alehouse has 25 franchise locations open, many in small town markets, and more on the way. Each one blends great food, a relaxed vibe, and a huge beer selection into one welcoming community hub.

Here’s what guests love: fresh, hand-breaded bone-in wings, signature boneless Sticky Fingers, 16 sauces and rubs including the iconic Original Amazing Sauce, burgers, salads, pastas, Southwestern favorites, veg-friendly and gluten-free choices, and creative, limited-time menu additions.

But beer is where Wingers Alehouse really shines. New locations feature up to 101 craft beers, both draft and bottled. And the brand works directly with local microbreweries in every state it enters.

Even the decor celebrates these partnerships, featuring wall art inspired by the logos and can designs of regional craft brewers. It strengthens local ties and gives guests a sense of place.

“We’re celebrating these craft brew communities,” Eric says. “These little details build a real connection. And very few national brands engage with local markets at this level.”