Growing a Franchise
Mashini is helping fuel Wing Snob’s rapid growth by leading with performance-focused marketing, local digital dominance and bold creative that makes the brand fly.
Name: Jack Mashini
Role: Co-Founder
Brand: Wing Snob
Brand Website: https://www.wingsnob.com/
As co-founder of Wing Snob, Jack Mashini has been instrumental in taking the brand from a single location to a rapidly growing national presence — with plans to hit 100 locations by 2025. Wing Snob stands out in the fast-casual space for its commitment to high-quality wings, inventive sauces and bold customizations — and Mashini’s marketing leadership has helped cement the brand’s reputation as a standout competitor in the chicken wing category.
“At Wing Snob, what I love most is watching our brand grow city by city through the hustle of our franchisees,” Mashini said. “Franchise marketing lets us scale a consistent message while still letting each location put their own local spin on it. Seeing someone new to the brand launch strong because the marketing worked — that’s the best part.”
From hyper-local influencer campaigns to AI-enhanced design tools, Mashini is leading the charge on Wing Snob’s fun, fearless and high-performing approach to marketing.
1851 Franchise: What do you love most about franchise marketing?
Jack Mashini: At Wing Snob, what I love most is watching our brand grow city by city through the hustle of our franchisees. Franchise marketing lets us scale a consistent message while still letting each location put their own local spin on it. Seeing someone new to the brand launch strong because the marketing worked — that’s the best part.
1851: What’s the most important thing franchise marketers can do to improve unit-level economics?
Mashini: For us, it’s all about driving traffic that converts to sales. If the marketing isn’t boosting orders — whether it’s dine-in, delivery or online — it’s not working. Our team focuses on performance, not just presence. Every campaign has to help franchisees grow their top line.
1851: What do you see as franchise brands’ largest marketing opportunity today?
Mashini: One of the biggest wins we’ve had at Wing Snob is leaning into localized digital — paid ads, content, influencers — all hyper-targeted. The opportunity is helping franchisees dominate their local markets without losing brand consistency. The brands that figure that out at scale will lead the next wave of growth.
1851: What marketing trends are you watching closely for 2025?
Mashini:
1851: What is one bold prediction you have for what’s next in marketing?
Mashini: I think we’ll see big brands — including Wing Snob — shift more national budgets into local digital. The future of marketing isn’t just reaching people; it’s reaching the right people in the right place with a message that feels personal. I think we'll see local efforts outperform national efforts more and more.
Growing and selling franchises is difficult. No great franchise did it alone. Want to learn more about how 1851 helps franchisors grow their franchises with confidence? Visit www.1851growthclub.com and see what we can do for you.
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