The wing masters: An exclusive interview with WNGZ co-founders Arif Ahmed and Zahirul Islam
By Swarupa Tripathy
In a bold leap from the real estate industry, Arif Ahmed, a seasoned professional with eight years of experience in the sector, took a risk and ventured into the world of food with the establishment of WNGZ. Alongside him, is his partner and brother-in-law Zahirul Islam, an entrepreneur with a passion for quality food and customer satisfaction, who has been working in the food industry for 20 years.
This venture was born out of Zahir and Arif’s collective ambition to create a unique quick-service restaurant (QSR) that offers quality food and exceptional customer service. “I noticed people eating greasy chicken at shops and then feeling bad about indulging in unhealthy food. I wanted to change that,” Zahir explained. Despite some initial challenges, WNGZ has grown steadily, attracting a diverse customer base and earned a reputation for its delectable wings and inclusive menu options; which has led to rapid expansion with the fifth store inaugurated at Mile End in London this month.
Arif’s entrepreneurial spirit as well as the desire to provide high-quality food and service propelled him to seize the opportunity presented when the idea of establishing WNGZ was proposed by Zahir. “Everyone loves wings, right? Whether it’s fried, whether it’s grilled, everyone likes chicken wings.” he says with excitement. Despite being “a massive jump and a massive risk”, the concept of serving wings, a universally loved food intrigued him, and he eagerly joined forces with Zahir to bring this vision to life. Although transitioning from the real estate industry to the food industry was a significant leap, Arif recognised it as an opportunity to apply his transferable skills, take risks, and make a lasting impact in a different field. “So I took the jump and one-and-a-half, almost two years down the line, I don’t look back,” he says adding that “it was one of the best decisions” he has ever made. Zahir is all praises for Arif, adding, “I always wanted Arif to join me in business” and admits that he is glad he asked him to join forces in this venture, as it has grown steadily under his guidance.
To transform the WNGZ concept into a tangible reality, both the partners embarked on an extensive process of testing and refinement. “We tested everything and we were happy with the product. We were happy with the way in which we would present our product as well. We did various tastings, photo shoots and so on,” Arif shares. The size range of the wings was carefully calibrated to provide customers with an exceptional experience every time. Additionally, they worked closely with a talented designer to create a vibrant atmosphere and a welcoming brand identity that reflects the spirit of the brand.
Finding the ideal location for the first restaurant was challenging. “We went for various viewings. We could not find the right place initially. Then we found a store in Poplar, near Canary Wharf and that was supposed to be our first store. However, an opportunity came where we could open a store within the Stratford Shopping Centre, a prominent shopping mall. So, we took that on board with the first store opening at Stratford in September 2021, followed by the second store launch in Poplar just a month later, ” Arif informs.
From the outset, WNGZ garnered positive attention, attracting a growing number of food enthusiasts eager to indulge in their mouth-watering wings and experience their exceptional customer service. “It’s just been growing since we opened, there’s a lot of appetite for our product,” Arif reveals. Encouraged by the initial success and valuable feedback from the customers, WNGZ continued to refine its operations, expand its menu offerings, and build a loyal customer base.
Their unwavering determination and firm belief in the WNGZ concept fuelled the drive to make it a resounding success. Arif says, “I’ve got nothing else, I’m going to put my all into this and make sure I do everything within my power and with the help of God to make sure that this becomes the talk of the town.” Positive feedback and favourable Google reviews further reinforce his commitment to delivering a unique and memorable dining experience to everyone that steps into the restaurant. “For me, the ultimate satisfaction lies in witnessing the delight on customers’ faces as they take their first bite of WNGZ’s signature wings,” he expresses with pride. Zahir emphasises, “Customers are very aware of what is fresh and what is not. Maintaining high-quality standards is essential to satisfy our customers; and from the reviews that we receive in-person and online, we know that we are heading in the right direction.”
At WNGZ, quality is paramount. “We spare no effort in procuring the finest ingredients for our dishes, ensuring that each component contributes to an extraordinary experience,” Arif says. With a focus on sustainability, the brand strives to reduce its carbon footprint by sourcing products from a single supplier whenever possible, promoting responsible sourcing practices. The wings themselves are carefully calibrated to ensure consistency in size and shape, guaranteeing that customers can expect the same high quality with every visit. “It’s constantly staying on your feet trying to get the best products to our customers at the best price possible,” Zahir adds.
Recognising the importance of catering to diverse dietary preferences and requirements, WNGZ has consciously crafted an inclusive menu. “We want everyone to feel welcome and find something they can enjoy at WNGZ,” Arif states. Both of them also talk about their decision to integrate bold and vibrant colours to the restaurants. “Colour brings people together,” Zahir says, and after following customer feedback, it was also decided to designate a specific spot to mothers who come in with their prams, to make the space comfortable for them.
In addition to their classic chicken wings, the restaurant offers a variety of flavours and spice levels to suit different tastes. Moreover, the menu offers a range of vegan, vegetarian and halal options, catering to the growing demand for plant-based alternatives and halal meat. Arif adds, “We’re always constantly reviewing these to see how we can further fulfill any other food requirements. We’ve specifically chosen, within this brand, not to do any other meat products and just keep it to chicken, vegan, or vegetarian options.” Zahir supports this and says, “Many people assume that a place specialising in wings only caters to meat lovers. However, at WNGZ, we ensure that no one stays hungry by offering vegetarian and vegan options that match the taste and quality of our non-vegetarian dishes.”
Given the quick service aspect of the restaurant, WNGZ ensures efficiency in all its restaurants. Zahir shares, “Regardless of the order size, we at WNGZ ensure that the food is ready within 7 minutes. The restaurant’s kiosks and online ordering system further streamline the process, ensuring fresh, warm, and delicious food reaches customers in record time.” In response to the growing preference for self-service options, all WNGZ branches have implemented self-ordering kiosks. “Our online ordering system helps customers to take advantage of our in-house offers and order through the website,” Arif says. This digital platform allows customers to conveniently place their orders from the comfort of their homes. Furthermore, their exclusive partnership with delivery service app Uber Eats, enhances convenience even further. “Customers can order through them and enjoy our quick-service delights wherever they may be,” he adds.
As the founders, they have a clear vision for WNGZ, aiming to establish the brand as a recognised symbol of quality food and exceptional customer service. Arif states, “One of my personal goals is if you think of wings, you automatically think of WNGZ. I want to be able to provide good quality food choice, and our products and service to every corner of the UK.” Zahir also aims to ensure that the mere mention of wings invokes thoughts of his brand, solidifying its position in the UK’s food industry stating that he wants WNGZ to become the “most popular brand” in the country.
With impressive growth achievements already under their belt, WNGZ has managed to open five successful branches within just two years; with the fifth store launched in July this year. Zahir emphasises their plans for further expansion, stating, “We are finalising our plans of growing further.” The company is actively considering franchising opportunities and exploring avenues to participate in popular events like the Wing Fest and Halal festivals. Additionally, WNGZ has their sights set on iconic events. Arif reveals, “We’ve got plans to go to Glastonbury and have our own food truck and travel places. We want to provide our food to people who regularly don’t, or are unable to enjoy our food. So, our plans are big, our plans are bold.”
While firmly rooted in the UK, the bosses’ long-term vision extends beyond national boundaries. “We want to grow in the UK, and then go international,” Zahir discloses. He envisions WNGZ expanding internationally, with plans to open branches in the United Arab Emirates, specifically Dubai. Arif also highlights their expansion mantra, saying, “Expand, expand, expand throughout the whole world.” While the timeline for venturing outside the UK is still in the planning stage, he acknowledges the challenges involved but remains optimistic about the possibilities. “Inside of the UK it’s a lot more easier for us to travel to the stores, but outside of the UK it means someone needs to move out there. So, the vision is clear. The vision is there, we have spoken about it. This is something we are certainly looking into. If there’s someone out there that wants take our stores global as well, it’s something we can look at and discuss. But for now, as I mentioned, the vision is super clear. We want to expand in the UK and globally,” he says.
Zahir recognises the importance of strong partnerships in WNGZ’s success, which was the reason behind him believing that Arif would be perfect for the brand. Both of them value the understanding and shared vision they have with each other, emphasising their clear targets and key performance indicators. Zahir says, “One of the best things about working with my partner is the understanding that we have between us.” Arif and Zahir “work very closely together”, their synergy bolstered by a deep family connection and a “shared vision”. This close bond enhances their collaboration and strengthens the relationship, allowing them to navigate the business landscape effectively.
When asked about the challenges they face as Asian entrepreneurs in the industry, Arif emphasises that their focus is on growth and customer satisfaction. He explains, “We’ve not let this be a focal point for us. Our focus has purely been to grow, expand, provide customer care and good quality food.” By concentrating on their core values and delivering excellence to customers, WNGZ has successfully overcome hurdles and positioned itself as a prominent player in the market.
When asked about what sets WNGZ apart from other quick-service restaurants in London, Zahir stresses upon the significance of choice. He explains, “Almost every single part of our menu, we provide choice.” Whether it’s the type of wings, such as grilled, fried, cauliflower, or vegan, or the variety of flavours, WNGZ aims to cater to several types of preferences. From hot and spicy options, which are also “key favourites” like Hot Buffalo and Sriracha to other mild flavours, the restaurant offers a range of choices to satisfy every palate.
WNGZ differentiates itself not only through its culinary offerings but also through the environment they have meticulously crafted within their stores. Arif describes their approach stating, “WNGZ is also a guilty pleasure of some of our target audience because they wouldn’t like to be seen in a chicken and chip shop or restaurant. The way we’ve created the environment in our stores, it’s more mid to high end, and they are happy to be seen whether it’s a quick lunch, socialising with friends or whether it’s just grabbing a quick munch.” By moving away from the traditional chicken and chip shop aesthetic, WNGZ has cultivated an atmosphere that appeals to the customers.
As successful British Asian entrepreneurs, Arif and Zahir feel a sense of pride witnessing the growing number of individuals from similar backgrounds starting their own ventures. Zahir says, “As a British Asian myself, I’m seeing first-hand a lot of people from my background are breaking boundaries and reaching the top. I want to see that continue.” When asked about his advice for young people from the Asian community who aspire to start a business in the UK, Arif shares several key insights. “My advice would be – stay consistent, have clear and defined goals. Don’t settle for second best, even if it means you need to wait a little bit more and get what you need.” Additionally, he urges young entrepreneurs to remain determined and resilient in their pursuit of success. He states, “Keep fixated on that vision and keep breaking ceilings.” By embracing a strong mindset and continuously pushing boundaries, young entrepreneurs can overcome challenges and reach new heights in their journey. Zahir also encourages young entrepreneurs to chase their dreams and become their own bosses. He advises aspiring business owners to have a clear vision and goal, underscoring that with hard work and determination, success is within reach. He says, “Nothing is impossible, and true fulfilment comes from building something of your own.”
WNGZ, a unique quick-service restaurant, is redefining the dining experience with its commitment to quality, inclusivity, and community engagement. Zahir, Arif and their team’s bold decisions and hard work have resulted in the creation of a brand that captivates customers with mouthwatering wings, diverse menu options, and exceptional customer service. By prioritising the finest ingredients, offering inclusive choices, and actively engaging with the community, WNGZ has established itself as a beacon of culinary excellence and social responsibility. As the brand continues to spread its wings and expand, it has set new standards for quick-service dining and inspired other establishments to follow suit. In Arif’s words, “Our journey has just begun, and we’re excited to continue making a positive impact in the world of food.”
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