Lemon Pepper Holdings, a brand partner of Wingstop (NASDAQ: WING), the award-winning concept with more than 1,300 locations worldwide, today confirmed it will be launching its third UK restaurant located in the Bluewater Shopping Centre, Kent featuring a “stay and play” gaming zone in partnership with Xbox.

The Wingstop partnership is the first restaurant collaboration for Xbox and is part of the chicken wing chain’s wider partnership strategy that’s been at the core of its business strategy since it launched in late 2018. Previous collaborators include, Gymshark, sneaker heavyweight Converse, gaming favourite Ghost Recon and Footasylum’s YouTube series, Does the Shoe Fit? That has received over 11 million views online.

“At Wingstop UK, we strive to constantly evolve our approach to grow in the UK market,” said Tom Grogan, director of Lemon Pepper Holdings. “It’s no longer enough to just open a restaurant and serve amazing food. In order to not only thrive, but survive in the casual dining space, brands need to collaborate with culturally relevant partners, and offer their customers unique experiences that they can’t get anywhere else. Our latest site secured in Bluewater felt like the perfect space to partner with Xbox, we’re offering our customers our world famous wings, and the chance to play some of cutting edge newly-released games.”

The new split level site, situated in the ‘Winter Garden’ at Bluewater Shopping Centre, is set to open early next year and will feature a ‘stay and play’ Xbox gaming zone, available exclusively to Wingstop’s customers. Located on the mezzanine, the dedicated area will feature six gaming pods and a library of the latest games with Xbox Game Pass, giving Wingstop’s lucky guests access to over 100 gaming titles including Forza Horizon 4, Minecraft and Rocket League.

The new Bluewater site is located to the rear of the ‘Winter Garden’ adjacent to both McDonalds and Nandos, and marks the beginning of a rapid expansion plan for Wingstop in the UK. The Bluewater launch swiftly follows the launch of Wingstop’s second restaurant location in Dalston, East London in October.

Keep an eye out for further details coming soon at and join Wingstop UK’s 30K followers @wingstopuk.