Why the Media Loves New York City-Based Atomic Wings, and How That Sets Them Up For Success to Franchise Across America

The media loves a good story, and everywhere you look within the Atomic Wings brand, there’s a spicy one waiting to be told. For the media, Atomic Wings delivers, not just on chicken wings from its 10-plus locations across the Northeast, but in terms of human interest and engaging content.

The brand’s CEO, Zak Omar, for example, exemplifies the American dream. Omar’s father came to New York City in the 1980s “with poor English and barely a penny to his name,” Omar said. From a single food cart, Omar built his chicken wing brand into a Manhattan mainstay and a media darling. 

Forbes, CNN, Business Insider and Cheddar have found Omar's success story irresistible, but that’s just one of the many flavors Atomic Wings serves for the media.

Atomic Wings routinely gets national media coverage, even for simple things like introducing new sauces. That’s because Omar and Atomic Wings leadership doesn’t just roll out two new sauces — they get influencers like Angela Yee from the nationally syndicated “The Breakfast Club” to collaborate on the recipe. But the talking points don’t end there: Every Atomic Wings sauce is gluten-free, and the wings themselves come from hormone-free chickens and are never frozen.

This example hits at what drives Atomic Wings’ media mastery: The focus on stories, consumer experiences, and collaborating with influencers.

“Today’s consumer is driven by engagement, by seeking out great new experiences,” said Omar. “So we show them influencers engaging with the brand’s recipes — we provide them the experience of perfectly cooked, excitingly flavored hot wings, and it gets them talking.”

Time after time, studies show that today’s consumer would rather spend money on a fun experience than on simply buying an item. 

“Wings are an inherently sharable, fun experience,” said Omar. “During the pandemic, with people forced to stay home, ordering in chicken wings for a basketball game becomes an event for the whole family. Our customers are always challenging each other to try spicier flavors. If our Nuclear flavor wings make you cry, that’s an experience your friends and family will be talking about for a long time.” 

It also helps that Atomic Wings has established its flagship presence in New York City, a travel destination where tastes are made for the whole country.

In a market flooded with red-hot chicken wing franchises, this sets up Atomic Wings as the heir apparent to the chicken bone throne. Omar is looking to build on the brand’s popularity in New York City to branch out across the East Coast. The brand already has stores in Maryland and Connecticut. 

Franchisees across the country can tap into Atomic Wings’ considerable name recognition and join a team that understands how to win media attention. Additionally, the brand’s focus on off-premise dining makes it an ideal concept for pandemic times. 

“We’ve been around for over 30 years. We’ve seen it all, from environmental disasters to economic plunges, and we’ve thrived in every scenario,” Omar said. “We’re nimble, we’re built to grow and most importantly, people love the wings. That’s not going to change.”

Startup costs to open one Atomic Wings range from $170,400 to $377,355. The initial investment to begin operation of a multi-unit development business for a required minimum of three Atomic Wings franchises is between $197,400 and $404,855. For more information about Atomic Wings, please visit https://www.atomicwings.com/franchising.