Unlocking Success: How a Simple Email Secured a £400 Million Deal

Amid all the gloom about the state of the economy, it is worth highlighting a recent British success story: Wingstop UK. This fried chicken shop, a notch above KFC, boasts clean interiors, a modern menu, and spicy wings. The first outlet opened in 2018, and now there are 58 locations across the country with 20 more planned.

Just two days before Christmas, the franchise was sold for over £400 million, netting the co-founders a significant fortune.

So, how did Tom Grogan and his friend Herman Sahota, both fans of American rap, secure the UK franchise? Grogan, while listening to Rick Ross, discovered Wingstop's cult following in the States and decided to reach out. He emailed Wingstop’s head of franchising with a concise message:

"Dear David, I trust this email finds you well. We are interested in exploring an exclusive franchise agreement for Wingstop in the UK. Could you confirm if this is a topic we can discuss and/or if you already have partners selected for the United Kingdom? Please advise."

This four-sentence email led to an invitation to the US and ultimately secured the franchise deal without them ever having visited a Wingstop.

In today’s digital age, cold emailing is making a surprising comeback. Many young professionals, however, struggle with the anxiety of reaching out, as highlighted by a viral TikTok video discussing the stress of email drafting. Yet, the stories of successful cold emails abound.

Take Steve Jobs, for example, who at age 12 called Bill Hewlett, securing not just spare parts but an internship. This boldness is echoed by entrepreneurs today, such as Siddhi Mittal, who emphasizes that the key is to just press enter and send it without overthinking.

Grogan attributes his success to conciseness and a credible address, while AI tools now allow for mass cold emailing that appears personalized. However, the effectiveness of such tactics varies widely, with some methods yielding less than 1% success rates.

Hamish Thompson, a former PR executive, found success with an unconventional email subject line: "NEVER work with this PR Agency," which cleverly highlighted his company’s unique approach.

In a world where LinkedIn has replaced the telephone directory, contacting CEOs has never been easier. Many business leaders appreciate direct outreach, which can lead to unexpected opportunities. As Jobs wisely noted, the difference between dreamers and achievers often lies in the willingness to ask. So, why not take the leap and press send?