The Shack Wings & Brews
The Shack Wings & Brews is a family-owned casual dining chain operating five locations across El Paso and Horizon City, Texas. It serves chicken wings with 25+ signature sauces, burgers, sandwiches, and craft beverages to local consumers via dine-in, online ordering, and a mobile app.
- Company typePrivate
- Founded2015
- HeadquartersEl Paso, United States
- Headcount101–250
- GTM typeB2C
- OfferingServices
What The Shack Wings & Brews does
The Shack Wings & Brews is a privately held, family-owned casual dining restaurant chain operating five physical locations across the El Paso and Horizon City, Texas metropolitan area (Zaragoza, Viscount, Transmountain/Northeast, Eastlake, and Cimarron), serving both El Paso and Las Cruces consumers. The chain was founded and continues to be operated by brothers Adrian and Michael Soto, whose restaurant industry experience traces back to 2001 at their mother's Mima's Cafe. Its core offering is chicken wings — traditional, breaded, and boneless — paired with 25+ signature house-made sauces organized across five heat levels, supported by a broad scratch-kitchen menu of 100% Angus beef burgers, sandwiches, salads, tacos, buffalo shrimp, appetizers, sides, desserts, craft cocktails, and draft beer. Award recognition includes four consecutive 'Hottest Wings' wins at the Border Beer and Wing Fling Event.
The business operates a transactional revenue model with portion-based unit pricing (e.g., 6 wings + sauce at $9.99; 50-wing platter at $86.49), supplemented by a $9.99 weekday lunch special, an extended weekday happy hour ($3.50 margaritas, $3.50 domestic pints), and rotating daily drink specials. Distribution combines dine-in at five locations with online ordering through the Toast Tab platform and a dedicated mobile app distributed on Apple App Store and Google Play Store; the app supports Apple Pay, Google Pay, and Apple Maps integrations. Marketing relies on per-location Facebook and Instagram accounts, an email newsletter, and live event programming (UFC fight nights, live music), with owner Michael Soto citing word-of-mouth as the strongest acquisition channel. The technology stack is conventional restaurant POS and digital ordering infrastructure; no AI/ML, proprietary platforms, or enterprise software products are present.
The chain is privately held with no venture or institutional investment disclosed, no subsidiaries, no M&A activity, and no public-market positioning. Ownership and management are concentrated with the founding Soto brothers, and the operating perimeter is contained entirely within a single Texas metro region.
The Shack Wings & Brews firmographics
Firmographics- Name
- The Shack Wings & Brews
- Legal name
- The Shack Wings and Brews
- Website
- https://theshackwings.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- The Shack Wings & Brews is a family-owned casual dining chain operating five locations across El Paso and Horizon City, Texas. It serves chicken wings with 25+ signature sauces, burgers, sandwiches, and craft beverages to local consumers via dine-in, online ordering, and a mobile app.
- Ownership category
- akta.pro rank
The Shack Wings & Brews industry classification
Industry- Product category
- Casual Dining Restaurants
- NAICS
- Limited-Service Restaurants (722513), Drinking Places (Alcoholic Beverages) (7224)
- SIC
- Retail-Eating Places (5812), Retail-Eating & Drinking Places (5810)
- akta.pro primary industry
- Chicken & Wings QSR (THAFAAAC)
- akta.pro secondary industries
- Craft Beer Bars & Taprooms (THAFAEAG), Neighborhood & Sports Bars (THAFAEAA)
Keywords
Where The Shack Wings & Brews is headquartered
LocationHeadquarters
- HQ city
- El Paso
- HQ country
- United States
- HQ region
- North America
Offices5 records
Markets served
The Shack Wings & Brews business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Supply Chain, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Food and Beverage Sales: One-time transaction revenue from walk-in dining, online ordering, and catering orders across 5 restaurant locations. Revenue generated from wing orders, burgers, appetizers, sandwiches, salads, tacos, desserts, shakes, and alcoholic beverages including craft beers, cocktails, wine, and spirits.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Traditional/Breaded Wings - portion-based pricing |
| Unit Pricing | Pay-as-you-go | Boneless Wings - slightly higher pricing |
| Unit Pricing | Pay-as-you-go | Buffalo Shrimp |
| Unit Pricing | Pay-as-you-go | Wing Combos - includes fries, ranch, veggie sticks |
| Unit Pricing | Pay-as-you-go | Wing Platters - serves multiple people |
| Unit Pricing | Pay-as-you-go | Crafted Angus Beef Burgers |
| Unit Pricing | Pay-as-you-go | Appetizers/Shack-Attizers |
| Unit Pricing | Pay-as-you-go | Sandwiches |
| Unit Pricing | Pay-as-you-go | Salads |
| Unit Pricing | Pay-as-you-go | Desserts |
| Unit Pricing | Pay-as-you-go | Lunch Special |
| Unit Pricing | Pay-as-you-go | Happy Hour Drink Specials |
| Unit Pricing | Pay-as-you-go | Daily Drink Specials |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
The Shack Wings & Brews product offering
Product offeringCore offering
The Shack Wings & Brews is a family-owned multi-location casual dining and sports bar restaurant chain offering scratch-made chicken wings (traditional, breaded, and boneless) with 25+ signature sauces, 100% Angus beef burgers, appetizers, sandwiches, salads, tacos, desserts, and a full bar of craft cocktails and draft beer. The chain operates five physical locations across El Paso and Horizon City, TX, supported by online ordering via Toast Tab and a mobile app for iOS and Android.
Product overview
The Shack Wings & Brews is a restaurant chain offering a unified food and beverage service centered around chicken wings, craft burgers, and bar food across multiple El Paso locations. The core product portfolio includes traditional, breaded, and boneless wings with over 20 signature sauces spanning heat levels 1-5, complemented by Crafted Angus Beef Burgers, Shack-Attizers (appetizers), sandwiches, salads, tacos, buffalo shrimp, sides, and desserts. The company operates a mobile app for ordering and account management, and offers wing combos and meal deals as value-add options. Beverage offerings include craft cocktails, signature drinks, and draft/craft beers. All menu items are cooked to order and made from scratch.
Differentiator
Problem solved
Functional benefit
Products and services
- Chicken Wings (Traditional, Breaded, Boneless) Made-from-scratch chicken wings offered in traditional, breaded, and boneless styles, portioned from 6 to 50 wings, served with choice of signature sauce. Sold to dine-in and takeout customers at all five locations.
- Signature Wing Sauces Over 25 signature sauces ranging from mild to extreme heat (Garlic Parmesan, Honey BBQ, Buffalo Hot, Killer, Creeper Reaper, etc.), organized by heat levels 1–5 and offered with wing and buffalo shrimp orders.
- Crafted Angus Beef Burgers 100% Angus beef burgers including Habanero, Shack, Green Chile, Mushroom Swiss, Mexican, Aztec, and American varieties, plus a build-your-own "Shack Up Your Own" burger option.
- Buffalo Shrimp Butterfly shrimp battered and fried, served with choice of wing sauces in portions of 10, 20, or 30.
- Shack-Attizers (Appetizers) Handmade appetizers including Buffalo Cauliflower, Buffalo Dip, Buffalo Fries, Cheese Sticks, Chips and Queso, Shack Nachos, Shack Shrooms, Poppers, Calamari, Fried Pickles, and Loaded Fries, plus a Shack Sampler platter.
- Sandwiches Sandwiches including Buffalo Chicken, Monte Cristo, Shack Philly, Ruby Turkey, Santa Fe, Blackened Salmon, and Chicken Chipotle.
- Salads Fresh green salads including Tejano, Buffalo, Shack, Greek, and Chicken Caesar, topped with grilled or crispy chicken breast, plus a Buffalo Shrimp Salad.
- Tacos Taco varieties including Steak Tacos, Pulled Pork Tacos, Shrimp Tacos, and Fish Tacos.
- Desserts Dessert offerings including Chocolate Cake, Buttery Toffee Bundt Cake, Triple Chocolate Mousse, Chocolate Brownie, Fried Cheesecake, Funnel Fries, and milkshakes in Chocolate, Vanilla, and Strawberry.
- Craft Cocktails & Signature Drinks Signature cocktails including That's Amore, Cucumber Bliss, Jalisco Old Fashioned, Shack Mudslide, Shack Bloody Mary, Mangonada, and specialty margaritas.
- Draft & Craft Beer Selection of draft and craft beers including Ultra, Bud Light, Mango Cart, Kona, Blue Moon, Dos XX, and local selections varying by location.
- The Shack Wings & Brews Mobile App Mobile application available on Apple App Store and Google Play Store enabling food ordering, account management, location-based services, and promotional offers for The Shack Wings & Brews customers.
Companies that use The Shack Wings & Brews
Customer profileSegments2 records
Ideal customer profiles2 records
The Shack Wings & Brews technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
The Shack Wings & Brews partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- Toast TabcoreOnline ordering platform partner providing digital ordering infrastructure for all 5 restaurant locations. Customers can place orders via the Toast Tab platform at order.toasttab.com.
- Apple App StorecoreMobile application distribution through Apple App Store, enabling iOS users to download The Shack Wings & Brews app for ordering and engagement.
- Google Play StorecoreMobile application distribution through Google Play Store, enabling Android users to download The Shack Wings & Brews app for ordering and engagement.
Scale indicators2 records
Expansion highlights5 records
The Shack Wings & Brews competitors and assessment
Company assessmentBroad incumbents
- Dave & Buster's: Entertainment-anchored casual dining and bar chain. Comparable in event-driven traffic (UFC viewing, sports nights), bar/alcohol sales, and casual dining wings offerings.
- Applebee's: National casual dining chain with bone-in and boneless wings as a featured menu category. Comparable in casual dining + bar + wing offerings, though at major-chain scale.
- Chili's Grill & Bar: National casual dining chain with wings, burgers, and bar. Comparable in casual dining wings + bar + value menu positioning, though with broader menu and national scale.
- Hooters: National sports bar chain serving wings as a core menu item. Comparable in sports bar / wings / bar alcohol mix, but operates with broader menu and distinctive service model.
Direct peers
- Bonchon: Asian-style double-fried wings concept. Comparable as a wings-centric chain with sauce-driven differentiation, though focused on Korean fried chicken flavors.
- WingZone: Wings-focused delivery and dine-in concept. Comparable in wings specialization with diverse sauce offerings, though biased more toward delivery than dine-in experience.
- Twin Peaks: Sports lodge restaurant chain with strong wings and bar presence. Comparable in casual dining + sports viewing + extensive bar menu + multi-unit regional footprint.
- Wingstop: National chicken wings QSR chain with 2,000+ locations. Directly comparable as a wings-focused chain with sauce variety, dine-in/takeout/delivery, and digital ordering, though at vastly greater scale.
- Pluckers Wing Bar: Regional sports bar wing concept operating primarily in Texas. Closely comparable in terms of regional Texas footprint, sports bar atmosphere, made-from-scratch menu, and 20+ sauce library.
- Buffalo Wild Wings: Sports bar wings chain with 1,000+ locations. Closest comparable in casual dining + wings + bar + sports viewing model, with overlapping happy hour, alcohol sales, and event-driven traffic.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
The Shack Wings & Brews social profiles
Digital presenceThe Shack Wings & Brews financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Shack Wings & Brews leadership team
Management profileNumber of profiles
Profiles2 records
The Shack Wings & Brews funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Shack Wings & Brews M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Shack Wings & Brews
What does The Shack Wings & Brews do?
The Shack Wings & Brews is a family-owned multi-location casual dining and sports bar restaurant chain offering scratch-made chicken wings (traditional, breaded, and boneless) with 25+ signature sauces, 100% Angus beef burgers, appetizers, sandwiches, salads, tacos, desserts, and a full bar of craft cocktails and draft beer. The chain operates five physical locations across El Paso and Horizon City, TX, supported by online ordering via Toast Tab and a mobile app for iOS and Android.
Is The Shack Wings & Brews a public or private company?
The Shack Wings & Brews is a private company. It is classified as family owned and is currently operating.
When was The Shack Wings & Brews founded?
The Shack Wings & Brews was founded in 2015. It employs 101 to 250 people.
Where is The Shack Wings & Brews based?
The Shack Wings & Brews is headquartered in El Paso, United States, in the North America region.
How does The Shack Wings & Brews make money?
One revenue line is on record: food and Beverage Sales.
Who are The Shack Wings & Brews's main competitors?
Broad incumbents on record are Dave & Buster's, Applebee's, Chili's Grill & Bar and Hooters. Direct peers are Bonchon, WingZone, Twin Peaks, Wingstop, Pluckers Wing Bar and Buffalo Wild Wings.
Does The Shack Wings & Brews have an API?
No public API is recorded for The Shack Wings & Brews.
What industry is The Shack Wings & Brews in?
The Shack Wings & Brews's product category is Casual Dining Restaurants. Its primary akta.pro industry code is THAFAAAC, Chicken & Wings QSR, with a secondary code of THAFAEAG, Craft Beer Bars & Taprooms. Its NAICS code is 722513 and its SIC code is 5812.