Detmold Group is a leading manufacturer of paper and board based packaging products for a diverse range of customers.
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Popular U.S. chain Wingstop has landed in Australia, opening its first store in Kings Cross on Saturday, 17 May. The Kings Cross location joins over 2,500 stores worldwide, with 100+ more planned across Australia.
Founded in Texas, Wingstop serves wings, tenders, and boneless pieces in 12 flavours inlcuding lemon pepper, hot honey rub, garlic parmesan, Cajun, and the ultra-hot 'Atomic'.
The Challenge
When Wingstop, a globally recognised chicken wing brand, prepared to launch its first store in Australia, they faced the complex task of entering a new market with unique legislative and supply chain requirements.
They needed a packaging partner who could deliver a complete, fit-for-purpose solution across food, drink, and cutlery—while also aligning with local sustainability legislation. With plans for rapid expansion, Wingstop required custom-printed packaging that would reinforce their brand and resonate with Australian consumers.
Wingstop identified an opportunity to trial new packaging in the Australian market, but doing so required confidence in consistent supply and a seamless customer experience from day one.
The Solution
Wingstop selected Detpak as their preferred packaging supplier, recognising our ability to deliver a complete packaging solution, custom branded and tailored to their needs.
Detpak provided 13 custom-designed packaging items, including takeaway bags, paper cups, food trays, chip scoops, liner sheets, sugarcane clams, and wooden cutlery. To comply with New South Wales environmental regulations, we replaced foam packaging used in other global markets with sugarcane meal clams, aligning with Wingstop’s sustainability goals.
Leveraging our in-house design lab, LaunchPad, we also developed a bespoke two-drink takeaway carrier, enhancing convenience and elevating the customer experience.
Over a 12-month collaboration with Wingstop’s Singapore office, Detpak conducted extensive operational and product testing to ensure packaging solutions were sustainable, functional, and brand-aligned.
The Results
Detpak’s expertise in sustainable packaging, custom print, and supply chain logistics ensured Wingstop’s launch in Sydney’s Kings Cross was fully supported with all 13 branded packaging items available on day one.
Our solutions not only met local legislative requirements but also delivered on Wingstop’s brand promise—providing a consistent, high-quality experience for Australian customers.
The successful launch marked a significant milestone for Wingstop, establishing a strong foundation for future growth in the Australian market.
"Detpak played a pivotal role in helping us successfully launch Wingstop in Australia. Over 12 months of close collaboration and rigorous testing, they delivered packaging solutions that exceeded expectations - both in performance and brand alignment. Their team has been a reliable and innovative partner from day one, and we’re excited for this next growth phase."
Jono Spragg, Operations Director, Wingstop Australia