Brand emphasizes unit-level performance, disciplined development, and long-term system health
Winston-Salem, NC (RestaurantNews.com) As much of the restaurant industry continues to navigate economic uncertainty, lingering inflation and shifting consumer behavior, East Coast Wings + Grill (“ECW+G”) – the full-service, family dining franchise – is entering 2026 from a position of strength, not because it avoided challenges in 2025, but because its long-standing philosophy was built for moments like them.
While same-store sales declined across the casual dining category in 2025, ECW+G remained profitable at the franchise-owner level, underscoring the resilience of a brand that has long prioritized unit-level economics over growth for growth’s sake.
“For us, 2025 was a validation year,” said Sam Ballas, Founder and CEO of East Coast Wings + Grill. “We’ve always been driven by unit-level economics. When economic and political headwinds intensified and the industry felt pressure, that philosophy guided every decision we made – and it protected our owners.”
A Stress Test That Reinforced the Model
The past year proved challenging for many restaurant brands, particularly those built on aggressive expansion and thin margins. ECW+G faced the same macroeconomic pressures – rising costs, softer traffic and negative same-store sales – but responded with disciplined, data-driven decision-making rooted in franchisee profitability.
Rather than pushing development, ECW+G intentionally limited new growth, opening only two locations in 2025 to preserve system health. The brand also worked closely with franchise owners to implement cost controls, leverage strong supply chain relationships and provide hands-on operational guidance through its national franchise support team.
As a result, ECW+G franchise owners continued to generate strong net operating income, with systemwide NOI reaching 14.72% in 2025, even amid a challenging sales environment.
“Profitability matters more than headlines,” added Ballas. “Our responsibility is to help franchise owners run strong businesses. In 2025, that meant making prudent decisions, tightening where necessary and staying focused on what truly drives performance at the restaurant level. Missing our NOI benchmark by 37 basis points while essentially sustaining 2024 performance is a result I would accept in any year like 2025.”
Franchisee Confidence Remains Strong
Despite a cautious development approach, franchisee confidence in the brand remained evident. In 2025, a long-time ECW+G operator opened their fifth location – a clear signal of trust in the brand’s leadership and economics.
“This is a system built for long-term operators,” said Ballas. “When experienced franchise owners choose to reinvest during a tough year, that speaks volumes.”
A Clear, Focused Path Into 2026
Looking ahead, ECW+G is entering 2026 with a renewed emphasis on fundamentals and thoughtful innovation. The brand is preparing for a comprehensive menu reengineering and innovation initiative slated for fall 2026, designed to refresh offerings while staying true to its core identity.
In parallel, ECW+G is refocusing its marketing strategy on back-to-basics, traffic-driving efforts – particularly at the local level – to reconnect with guests and reinforce brand clarity.
“Our priorities are simple,” said Ballas. “Attract guests, deliver a great experience, and ensure our franchise owners remain profitable. When those fundamentals are strong, everything else follows.”
With a disciplined approach to development, ECW+G will continue to pursue strategic, density-driven growth in markets that align with its operational and supply chain strengths, throughout the South and Midwest. Known for its 50+ flavors and seven heat levels of award-winning wings, along with a thoughtfully crafted, family-friendly menu, ECW+G has earned numerous accolades in recent years for system performance, franchisee satisfaction, and concept innovation. The brand continues to strengthen its regional footprint while attracting multi-unit operators seeking a scalable and financially resilient restaurant model.
For more information about ECW+G franchising opportunities, visit EastCoastWingsFranchise.com.
About East Coast Wings + Grill
East Coast Wings + Grill (ECW+G) is a full-service, family-dining franchise known for its Buffalo wings, featuring 50+ flavors and seven heat levels, along with a thoughtfully crafted menu designed to appeal to every guest. With locations throughout North Carolina, South Carolina, Tennessee, Virigina and Pennsylvania, the brand has earned consistent recognition for franchisee satisfaction, innovation, culture, system performance and profitability from Franchise Business Review, Franchise Dictionary Magazine and several other notable publications. East Coast Wings + Grill is a member of the International Franchise Association, with CEO and Founder, Sam Ballas, stepping into the role of chair of the association next month. For more information about East Coast Wings + Grill or its franchise opportunities, visit EastCoastWingsFranchise.com.
Media Contact:
Paige Stark
Fishman PR
pstark@fishmanpr.com
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