Craveworthy Brands' concept Wing It On! and its newest franchise partner Billy Wilder were recently featured in a Franchise Times story by Matthew Liedke.
After establishing a rental property business in Springfield, Illinois, Marine Corps veteran Lord Billy Wilder entered franchising as the owner of a martial arts academy. Now, he’s diversifying with the emerging brand Wing It On, spurring Midwestern growth for the concept.
Lord Billy Wilder hadn’t planned on becoming a franchisee, let alone becoming a multi-brand owner.
Driven by his passions in life, the United States Marine Corps veteran is a franchisee with the jiu-jitsu academy concept Gracie Barra and will soon add a Wing It On restaurant to his portfolio. In the case of both business endeavors, Wilder was compelled by his longtime interests.
The Gracie Barra studio he owns, for example, was the same academy he trained at for years, and represents something he’s been involved in for much of his life. From a fascination with martial arts in his youth to practicing in the Marines and later becoming a jiu-jitsu black belt with two national championships.
So, when he was approached in 2023 about buying the Springfield, Illinois, studio from the previous owner, Wilder took the opportunity.
“When I looked at the academy, I saw how we had a large amount of support with great coaches,” Wilder said. “It was stressful in the beginning taking over, but it is a wonderful company, and they stepped up with their training. That was a plus and it helped me ease into it.”
However, while the franchisee experience was new to Wilder, he wasn’t going in without any business acumen. Following his service in the Marines, Wilder attended the University of Nebraska-Omaha before getting into the insurance industry. After working his way up to becoming a regional manager, he shifted his career path and moved to Springfield where he began working with rental properties.
In the time since he became a franchisee, Wilder said he noticed the amount of foot traffic other shops and restaurants were experiencing. At the same time, he realized there was a noticeable lack of good chicken wing options in his community.
“During my time in the Marines, we would often go out and get wings, and that was the same in college,” Wilder said. “But here, when it came to getting wings, I really wasn’t impressed. I feel like the overall quality of wings has just gone down. So, I started thinking, ‘if somebody else can do a wing place, why can’t I?’”
Already familiar with the franchise model, Wilder said he was more comfortable signing on with an established concept, rather than starting his own.
“I understand business and can navigate my way through the jungle of employees and having things get done,” Wilder said. “At the same time, I didn’t want to do it all on my own, and I wasn’t familiar with the food industry or the administrative aspects like ordering food or running payroll.”
When it came to choosing Wing It On, Wilder said it being part of the Craveworthy Brands portfolio gave him confidence in the selection, noting the Company’s CEO Gregg Majewski, who previously helmed Jimmy John’s. Additionally, Wilder said he was compelled by the brand’s approach to its menu.
“As someone who’s conscious about what I’m putting in my body, Wing It On stood out,” Wilder said. “They have no GMOs, no hormones and their chicken is all free-range and never frozen. My family and I visited their Chicago location and we were blown away. There’s nothing in Springfield that even comes close to touching the quality of the chicken they have.”
Wilder’s location is expected to open in the third quarter of 2025 and will be the second in Illinois. The majority of the brand’s 12 locations are located along the East Coast and nine are operated by franchisees.
Justin Egan, Wing It On co-founder and vice president of marketing for Craveworthy Brands, said the brand’s next phase of growth will be in existing markets including New England and Mid-Atlantic states, as well as the Carolinas and Florida. By the end of 2025, Egan said at least two new units will open.
While his Springfield location will be a regional outlier, Wilder said he isn’t worried about his location, based on the product quality and the size of the store.
“The challenge here is that nobody in the area knows about Wing It On!..yet,” Wilder said. “But this is one of those brands where once we’re open and people find out we’re really good, that word of mouth is going to spread. I also liked the size, in that it’s small with minimal seating. It’s good to have a place people can come in, pick-up and go. I’ve seen other restaurants in Springfield have a lot of success.”
Like with his previous endeavors in life, Wilder said he’s also going to utilize a lesson he learned in the Marines to make his business work.
“In the Marines I was taught to be dedicated in what you’re doing,” Wilder said. “Motivation burns hot, but fast. It’s the dedication that keeps you going.”