The Lord of the Wings restaurant chain has made the leap into the Spanish market with the opening of its first establishment in Madrid, conceived as the brand’s "European flagship". The opening, backed by an initial investment of 850,000 euros, marks the beginning of its growth plan in Spain.
Nearly twenty years after its birth in Lebanon in 2007, the company has chosen the Spanish capital as its first destination in Europe. From this location, the firm wants to publicize a proposal centered on chicken, with its own recipes, different cooking systems and a wide variety of sauces, according to details in a statement.
The business, driven by brothers Marc and Joseph Moudabber, has been set up a few meters from Madrid’s Gran Vía. In this space, more than 1,000 kilos of chicken are already sold weekly, thanks to a menu that includes multiple preparations that go far beyond the traditional wings.
Marc Moudabber has emphasized that the Madrid restaurant is the company’s "European flagship" and that it will function as a laboratory to perfect a model that the brand has developed for more than 15 years in the Middle East, combining company-owned and franchised locations.
"It is our first European restaurant and our immediate priority is to establish ourselves in Spain. Subsequently, we will consider the European markets where demand, the supply chain capacity and the quality of the local operator allow us to maintain our standards," he explained.
According to the founder, Lord of the Wings’ first year in Spain will be focused on "entering the market". He does not rule out adding new establishments in the country, but warns that no further progress will be made until the model implemented in Madrid is "fully validated". "A privileged location cannot make up for a disproportionate rent or a complicated operation. We prefer disciplined growth and restaurants designed to last," he indicated.
In the event of expansion, Moudabber maintains that it will be carried out through a "combination" of company-owned locations and franchises. "Company-owned locations are important in strategic markets because they allow us to develop the product, train the teams and demonstrate the model, and franchises can accelerate expansion when the partner has good capital, understands the local market and respects the operating standards," he added.
The goal of Lord of the Wings in Spain is to consolidate itself as a "benchmark" among restaurants specialized in chicken. "In three to five years, I would like it to become a recognized benchmark of chicken-specialized restaurants in the country, with several profitable locations and an operational platform capable of supporting European growth," he has emphasized.
Regarding its roadmap in the national market, he insists that "I prefer a smaller network that works well to a broader presence with uneven standards, as usually happens nowadays".
The businessman maintains that the big difference compared with other operators lies in the mix of "specialization and hospitality". "We have been working for years with a single product: chicken, wings, burgers and sauces. This experience allows us to be demanding with the marinades, temperatures, textures and consistency," he concluded.