What the quarter is telling us
Toast POS · rolling 25 months
System Net Sales
Monthly net sales for the whole system, June 2024 through June 2026. Toggle between all locations and same-store (the 14 stores open today with sales in every one of the 25 months, so the trend shows performance, not openings and closings). Uncheck any location to remove it from the chart and table. East Lansing, Washington Twp, and Ann Arbor closed mid-June 2026, so their final month is partial.
MONTHLY DETAIL · net sales and orders
Meta Ads
Meta Performance
Results for April through June 2026. Revenue here means attributed revenue: website purchases times a $27 average order. System-wide (ad fund) and franchise campaigns are always shown separately because they run different creative and budgets.
Monthly ROAS · Q4 2025 through Q2 2026 (hover for detail)
Q4 2025
Q1 2026
Q2 2026
System-Wide vs. Franchise
How the program is built
Campaign Structure
The program ran four campaigns in Q2, each with its own job. The system-wide campaign covers every participating store from the ad fund. Dayparting shows ads only when the 69 cent deal is live. Franchise campaigns sell for each local store. And a Google Search test launched in May at two stores, funded by those franchises. Q2 2026 numbers.
How it is funded
Media Strategy
Two pools of money. The ad fund pays for system-wide campaigns. Franchises pay for their own local campaigns, and the two test-store franchises fund the Google test. New spend gets new budget, never money taken from campaigns that already work.
Meta Ads · Apr-Jun 2026
Creative Performance
Every ad that drove orders in Q2, with spend, time in market, and the awareness it generated. Reach is summed across store campaigns, so a person who saw the same ad near two stores counts twice. Ads launched before April carried over from Q1. Purchases here are ad-level results from Ads Manager; the campaign totals on the Meta tab use the broader purchase count, so the two tabs count differently by design.
CREATIVE DETAIL · ranked by purchase volume
GA4 · Website traffic impact
Website Traffic: Enrolled vs. Opted Out
STORES RUNNING PAID MEDIA · 11 stores, all of H1 2026
STORES NOT RUNNING PAID MEDIA · 4 stores, opted out in 2025
SHOWN SEPARATELY · closures and Taylor, excluded from the comparison
Google Ads pilot · May to July 2026
Google Test: Results So Far
In May we started a Google Ads test at two stores, Waterford and Mack Ave, about $500 per store per month, to answer one question: does Google add sales on top of what Meta already delivers? The test window is complete. May and June results are final below; July numbers are still settling (Google keeps attributing conversions for weeks after month end) and will be added when they are.
This is a return, not a first try
DWC ran Google before. It was activated June 10, 2024 across all locations, alongside early Meta, with budgets spread thin over per-store Performance Max and niche campaigns (catering, late night). Nothing was concentrated enough to compound, measurement was murky, and early Meta was returning well under $1 per $1 (December 2024: 0.38x). In March 2025 DWC consolidated everything into Meta, and that engine grew from 3.02x to an 11.82x peak. The Q1 2026 review then proposed bringing Google back once the foundation was proven. This test is that plan in action, and it is built the opposite way from last time: one campaign type (Search), two proven stores, real budget per store, and a clear decision date.
RESULTS BY MONTH AND LOCATION
Source: DWC monthly reporting snapshot (month-end convention). Google keeps attributing conversions for weeks after month end, so later pulls read higher; the program standardizes on the snapshot.
Search demand · non-brand searches · Q2 2026
This view covers non-brand searches: the demand Google finds beyond people already looking for Detroit Wing Company by name. None of it was being captured a year ago, because Google was not running.
THE TERMS THAT MAKE THE CASE · verbatim searches
Window: April 1 to June 30, 2026, both test stores combined. Conversions are Google-counted across all conversion actions, so they do not sum to the Q2 purchase figures above.
What we did and why
Activity Log
Every optimization and change made to the account since we began tracking in September 2025, in plain language. Grouped by quarter, most recent first. Click any entry for what we did and why.
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The growth path · Q3 2026 and beyond
What's Next
What we do this quarter, in order: protect the campaigns that make money, lock the Google decision, and be ready for football season before it starts.
System-wide · March 2023 to present
Location History
Every opening, closing, and relocation in the DWC system since March 2023, derived from sales data. A location can be open and enrolled in paid media, open but opted out, or closed. Sales are recorded for all open locations regardless of enrollment.
Appendix
Proposals
Full proposals REGROUP has presented for Detroit Wing Company, newest first. Each card has a short summary and a download of the complete deck.
Pending
Proposal decks are being gathered
This section fills in as DWC proposal PDFs are added to the shared Drive folder. Each proposal appears here with a summary and a one-click download.
Every recommendation REGROUP makes lives here in full, so the summary in the room and the document behind it are never out of sync.