QSIC provides soundtrack for Wingstop’s first Aussie location

QSIC, a global in-store audio platform, has partnered with Wingstop to power the music experience at the restaurant chain’s first Australian location, which opened in Sydney on 17 May. The collaboration brings a curated, AI-driven soundtrack to the venue, aligning with Wingstop’s energetic brand.

Tailored soundtracks for a unique guest experience

Known for its bold flavours and high-energy identity, Wingstop engaged QSIC to ensure the in-store music complemented the customer experience. QSIC’s platform uses AI and data insights to deliver playlists that enhance brand atmosphere and engagement.

“As we opened our first location in Australia, we wanted every detail to reflect the bold and energetic personality of our brand,” said Locky Paech, Corporate Operations Director at Wingstop. “Partnering with QSIC allows us to bring the Wingstop brand to life through music, creating a vibe that’s distinctly ours from the moment guests walk through the door.”

QSIC's growing retail presence

QSIC’s offering is already used across grocery, convenience, quick-service restaurants, and specialty retail. Clients include McDonald’s, 7-Eleven, and Coles/Reddy Express.

The company, originally founded in Australia, leverages AI to deliver dynamic, brand-aligned playlists that evolve with customer data.

Brad Montgomery, Commercial Lead APAC at QSIC, highlighted the role of music in customer retention. “Customers want to hear music that complements a store and enhances their experience, not just today’s top hits or elevator music,” Montgomery said. “With Wingstop, we’re building an audio experience that’s as bold and intentional as the brand itself.”

Wingstop currently operates more than 2,500 restaurants globally, including in the US, UK, France, Mexico, and Singapore. The Sydney debut follows months of social media anticipation among Australian fans.

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