What Wing It Belfast does

Wing It Belfast is a privately held, multi-location chicken wing and casual food restaurant operator headquartered in Belfast, Northern Ireland. The company runs four physical restaurant locations across Belfast — Lisburn Road, Ballyhack, Malone Road, and Boneyard — offering dine-in, click & collect, and delivery service. As of the source data, Malone Road and Boneyard are undergoing refurbishment, with Malone Road scheduled to reopen on February 4, 2026.

The core product offering centers on chicken wings (6 or 12-piece portions), chicken tenders, boneless wings, and sandwiches, with a flavor range of 12+ sauces including Buffalo, Hot Nashville, Korean BBQ, Texas BBQ, Jack Daniels Honey, Peking, and Garlic Parmesan. The menu is complemented by sides (fries, wedges, mac & cheese), dipping sauces, and tiered bundle meals (Bundle for 1, Duo Bundle, Big Bundle) priced between £12 and £49. Customers order online via the company's own Squarespace-hosted platform for click & collect, or through Deliveroo for delivery from the Lisburn Road and Ballyhack locations.

The business monetizes through one-time retail food and beverage transactions, with primary customers being general consumers in the Belfast area seeking quick casual dining. Secondary segments include university students (via a dedicated student membership program for the 2025/26 academic year) and group/event catering buyers served through a dedicated large orders and bookings page. The technology stack is non-proprietary and limited to Squarespace for web hosting and Google Fonts/Adobe Fonts for typography, with no disclosed AI, data, or platform capabilities. The company employs 17 staff and operates with no disclosed funding, no parent company, and no franchise structure.

Name

Wing It Belfast

Legal name

Wing It Belfast

Website

https://wingitbelfast.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Wing It Belfast is a privately held, multi-location chicken wing and casual food restaurant operator running four Belfast locations, serving general consumers, university students, and group catering orders via dine-in, click & collect, and Deliveroo delivery.

Ownership category

akta.pro rank

Product category

Casual dining restaurant

NAICS

Limited-Service Restaurants (722513)

SIC

Retail-Eating Places (5812)

akta.pro primary industry

Chicken & Wings QSR (THAFAAAC)

Keywords

• Chicken wings restaurant
• Casual dining
• Food delivery service
• Takeaway and collection
• Large order catering

Headquarters

HQ city

Belfast

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Food & Beverage Sales: Direct food and beverage sales at 4 Belfast restaurant locations, including dine-in/pickup via online ordering and third-party delivery through Deliveroo. Revenue is generated through one-time transaction payments for menu items including wings, tenders, sandwiches, sides, and drinks.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Wing It Belfast operates four dine-in chicken-wing restaurants in Belfast, Northern Ireland, selling bone-in wings in 12+ flavours, boneless wings, chicken tenders, sandwiches, fries, sides, dips, and combo bundles. Customers can order via click-and-collect through the company's website or via Deliveroo delivery, and the business also accepts large orders and catering bookings, supported by a free student membership programme.

Product overview

Wing It Belfast is a multi-location chicken wing restaurant brand operating four physical locations across Belfast (Lisburn Road, Ballyhack, Malone Road, and Boneyard). The company offers a unified restaurant brand with an online ordering system for click & collect and delivery services. The core product portfolio centers on chicken wings, tenders, and boneless wings in various flavors, complemented by sandwiches, fries, sides, dips, and bundled meal deals. Additional services include a student membership loyalty programme and large order/catering bookings. Note: Malone Road and Boneyard locations are currently undergoing refurbishment.

Differentiator

Problem solved

Functional benefit

Products and services

• Chicken Wings
• Boneless Wings
• Chicken Tenders
• Bundle Meals
• Sandwiches
• Fries and Sides
• Dips and Sauces
• Student Membership
• Large Orders and Catering

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

One partnership is on record.

• DeliveroocoreChannel Partner/ Reseller/ DistributorDeliveroo serves as the primary delivery partner for Wing It Belfast, enabling home delivery from their Lisburn Road and Ballyhack locations. Orders are fulfilled through Deliveroo's platform alongside the company's own click & collect service.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Five Guys UK: US-origin premium burger QSR established in the UK. Comparable casual QSR positioning, dine-in + delivery model, and UK city-centre store format.
• Chick-fil-A: US chicken QSR leader. Comparable product focus (chicken-centric) and customer-loyalty playbook, relevant as a global benchmark for wing/chicken QSR unit economics.
• KFC UK: Dominant UK fried-chicken QSR incumbent. Competes for the same chicken-occasion demand in Belfast, with materially larger marketing and supply-chain scale.
• Buffalo Wild Wings: Established international wing-focused sports bar chain. Overlaps with Wing It Belfast on core product (wings, sauces, group occasions) but operates a much wider, sit-down sports-bar model.

Direct peers

• Nando's: UK-headquartered chicken QSR chain with a comparable dine-in + delivery + flavour-led positioning. Closest scale and operating-model comp among established UK chicken QSRs.
• Rooster Piri Piri: UK independent chicken QSR chain of comparable scale (~tens of sites). Closest like-for-like independent UK peer on multi-unit chicken QSR operations and value positioning.
• Honest Burgers: UK independent casual-dining chain of comparable footprint and unit count. Useful comp on UK multi-unit indie QSR economics, supply chain, and refurbishment cadence.
• Wingstop: Global chicken wing QSR specialist expanding aggressively in the UK. Direct competitor in product category (wings), target market (casual diners, delivery), and unit-level economics.

Emerging players

• Sticks 'n' Sushi UK: Multi-unit UK casual-dining brand. Comparable scale and refurbishment-driven brand investment pattern, useful as a comp for indie UK casual-food chain growth trajectories.
• Wing Zone: US-born wing-focused delivery brand expanding internationally. Comparable product focus (wings, sauces) with a delivery-first model that mirrors Wing It's Deliveroo dependency.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@wingitbelfast
• LinkedInlinkedin.com/company/wing-it-belfast

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Wing It Belfast