Gustavo Espinosa has always been drawn to fast-paced, customer-focused businesses. He started in the nightclub industry, moved into food franchising with Jimmy John’s, and eventually took ownership of multiple Papa John’s locations, turning struggling restaurants into thriving operations.

But he wasn’t done yet. Espinosa wanted a bigger challenge, and in November 2024, he took over a Wings and Rings location in Chicago. Now, he’s working to build a strong management team, create new opportunities for his employees and establish the restaurant as a go-to spot for great food and a welcoming atmosphere. For Espinosa, Wings and Rings isn’t just another business venture, it’s a chance to grow, give back and help others succeed along the way.

1851 Franchise spoke to Espinosa about his experience as a Latino franchise owner and plans for the future . 

1851 Franchise: Frame your personal story for us. What did you do before franchising, and how did you decide franchising made sense for you?

Gustavo Espinosa: After graduating college, I got into an unconventional business — running nightclubs. I worked my way through that industry, starting as an intern before moving up to marketing director and eventually director of operations. That experience shaped me because I saw firsthand what it was like to be an entrepreneur. I worked for a couple of guys who owned the company, and that exposure to business ownership stuck with me.

After that, I went to graduate school and earned my MBA. I was fortunate enough to be the valedictorian and had the honor of speaking at graduation. At that point, I was at a crossroads. I decided to take a different path, one that moved me away from the nightclub industry, and into QSR franchising.

That’s when I started with Jimmy John’s as an operating partner. My partner and I grew from one unit to four in just four years — though he owned many more. Franchising, particularly in food, felt like a natural fit for me. My background in operations and marketing, combined with my passion for service and taking care of people, made it an ideal path. I loved the idea of being part of something essential to people’s lives, and that kept pushing me forward.

Eventually, I decided to branch out on my own. I left my partnership and used what I had to start with my own Papa John’s. At the time, Papa John’s was in a tough spot, dealing with PR crises and struggling sales. Restaurants were shutting down left and right. I took over a unit in Burbank, Illinois, that was on the verge of closing. I turned it into a $1.2 million business and even bought another location during that time.

Then, I started asking myself, “What’s next?” Just because I was a franchisee didn’t mean I couldn’t elevate my career. For me, it wasn’t just about the bottom line, it was about challenging myself, finding bigger opportunities, and helping others grow on a larger scale.

So, I sold my businesses. That was a scary moment, but taking risks is part of the game. Then, I found a new opportunity. It took me about 15 minutes to make an offer because I knew it was the right fit. It was a great restaurant with a tremendous history. I had been there before and knew exactly what it was.

After struggling for eight months to finalize everything, I finally closed in November. Now, I feel like I’ve reached the top of the franchise world — the echelon of full-service restaurants. This is a much higher volume and a much bigger undertaking than anything I’ve done before, and I couldn’t be prouder.

This is my life’s work. I feel like I’ve made it. Of course, there’s always room to grow, but I’m incredibly proud of what we’re building right now.

1851: What was your perception of franchising prior to becoming a franchisee, and what do you want people to know about franchising now that you are in it?

Espinosa: I think, like anything, you really have to have a passion for it. Franchising is something that never truly turns off. Even after I close my restaurant, I still need to know what’s happening. The only way to do that is to stay engaged. For example, I closed at 1:00, left the building and by 6 a.m., my phone calls had already started. But if you truly feel it — if you know franchising is for you — you’re going to be successful in it.

For me, I have a passion for serving people and constantly challenging myself, whether through growth, leadership development or overcoming challenges like COVID. That’s really important to me. I’ve been impacted by so many people along the way, and I know there are people in the food service industry who might not even realize the opportunities that lie ahead for them.

I had a partner who showed me the ropes. I invested a little money, and he gave me the opportunity to run a business, to learn the ins and outs and to grow because I put in the work and time. That experience changed my life. The truth is, I didn’t have enough money to start a franchise on my own. That’s why I always recommend partnering with someone who knows what they’re doing. The opportunities in franchising are endless, but many people — whether they’re cooks, servers or in another position — don’t realize just how much is out there.

Not everyone gets the chance to go to business school, so a lot of what I’m trying to do now is develop new business leaders. I teach them marketing, back-of-house operations, goal setting, financials — everything they need to understand how every decision impacts the business and its sustainability. Transparency is a big part of that. When I took over, the management team ended up being incredible, but they told me that no one had ever really shown them how the business worked. No one had ever challenged them to set goals. That’s something I think is really important.

At the end of the day, growing as a leader, growing those around you and dedicating yourself to serving people — that’s what franchising is all about. If that excites you, then franchising might be the right path for you

1851: What made you pick this brand? What excites you most about this company?

Espinosa: The food. Amazing food. I challenge anybody to compare their menu to ours. I think we have an incredible menu — it’s been around for 40 years and has had tremendous success.

It’s funny. People always mention that our location was featured on Undercover Boss years ago. Over the years, Wings and Rings has been featured on so many media outlets, which is how a lot of people first hear about it. The brand is in this unique position where it’s both a national and worldwide brand, yet it still feels like a neighborhood restaurant. When you walk into our location, it has that neighborhood feel. We’re driven by our regulars — we know their faces, their names. Our staff is local — out of 45 employees, I’d say 40 are from the neighborhood and walk to work. It’s incredible to see how much this brand can impact communities.

There’s really nothing else like it. Wings and Rings also has great foresight in choosing locations, franchisees and their approach to growth. They’re constantly evolving. They recently launched Noble Chicken, a quick-service restaurant (QSR) concept, and I love that they continue to innovate. Over the past 40 years, you can clearly see the evolution of this brand — whether it’s internal improvements, menu innovation, or expansion strategies.

What also excites me is the leadership. I can literally call the founder or anyone on the executive team right now. They were all present in every meeting during the vetting process and took the time to ensure I was the right fit for the brand. They didn’t just hand it over — they vetted me thoroughly. I think they saw my passion and knew I would elevate this restaurant, which is very important to the company.

So, to answer your question — what excites me most is the food, the brand’s continuous evolution and its leadership. And I’m definitely planning to explore Noble Chicken as well.

1851: What do you hope to achieve with your business? What are your plans for growth? 

Espinosa: I think it all starts with the people around me. Right now, I have a management team and I’m setting goals, structuring bonuses and putting everything in place to prepare for growth. It’s all very transparent. I’ve told them that within the next two years, I’d like to either open another Wings and Rings or three Noble Chicken locations in the area.

The way we grow is by developing well-rounded managers. That means ensuring they have a strong grasp of food and labor costs, marketing, liquor (if applicable), staffing and hiring needs. The more well-rounded my managers become, the easier it is to expand — one manager can go here, another can go there and so on. That’s what we’re working on right now.

But my ultimate goal isn’t just to grow my company. What’s most important to me is being in a position to do for others what someone once did for me. Someone gave me an opportunity — a chance to invest, prove I had skin in the game and earn my way into a partnership. I want to do the same for others. If someone works hard, is dedicated and shows potential, they deserve a stake in this business. They deserve an opportunity to grow, to become an operating partner and to change their own life just like I did.

So, my goals are to grow the company, franchise more units and give others the opportunities I’ve had. I believe I’m young enough to continue operating alongside my management team, and I’m excited to be part of a brand that shares this vision. It would mean the world to me to pass on these opportunities because this business has changed my life — and it’s an incredible life.

1851: What is the one thing about your story you want us to know?

Espinosa: I think one of the coolest parts of my story is that I’m a Latino business owner in a predominantly Latino neighborhood. In franchising, the percentage of Latino owners is growing, but it’s still not a huge percentage. I think it’s pretty great that I’ve had the opportunity to speak at colleges, share my story with younger people and show them that there are incredible opportunities in the food industry.

A lot of people see food service as a dead-end job, but it can be so much more. It can elevate your career and open doors you never expected. I take a lot of pride in being a Latino franchise owner in this neighborhood and in what I’ve been able to achieve.

Wings and Rings, as a company, has provided opportunities to a lot of different people, and I really appreciate that. They don’t focus on where someone comes from or who they are — they care about what you bring to the table. That openness and willingness to support diverse owners mean a lot to me.

There’s definitely a badge of honor in this. I wouldn’t say I’m one of the only Latino franchise owners, but I am one of the few who have had this opportunity, and I hope to see that number continue to grow. Franchising can be an incredible outlet for our community, and I’m excited to be part of that progress.

1851: What advice do you have for other people thinking about becoming franchise owners?

Espinosa: It’s very simple — I tell everyone the same thing. Save some money, work in the industry, understand what it’s really like and find a partner. Don’t go into it alone right away. If you’ve never done it or never worked in the industry, let someone with experience help guide you. When you do that, opportunities will start to open up.

Going in blind can be overwhelming. If franchising isn’t the right fit, it can wear you down because it’s a big commitment. But if you take the right steps — gain experience, find the right partner and truly understand the business — you’ll set yourself up for success.

And always operate your own business. I’ve spent the last 10 years essentially being a general manager or area manager, working every day. It’s not what people think — you don’t just kick back and relax. You have to be hands-on and deeply involved. But if you’re passionate about it, it won’t feel like work.

ABOUT WINGS AND RINGS

Established in 1984 in Cincinnati, Ohio, Wings and Rings is THE club-level sports restaurant and bar with Craveworthy Wings and Rings, My Place Service and a Club-Level Ambiance, all to encourage social connections. Whether it’s enjoying a bit of banter, catching up over the game, finding new craft beer favorites, or celebrating a big win, Wings and Rings is the place where everyone can kick back, enjoy life, and champion everyday moments. With 85 units across the globe, Wings and Rings is changing the sports restaurant category, making elevated food and beverage experiences accessible to all fans. For more information, please visit www.WingsandRings.com and www.OwnWingsandRings.com.