Craveworthy Brands has added Wing It On! to the full menu at all 20 Fresh Brothers Pizza locations across Los Angeles, Orange County and San Diego, instantly expanding the wing brand's footprint by 20 units and marking its first presence on the West Coast.

The move is a straight portfolio play: Craveworthy, which owns and operates both concepts among its 20-plus brands and 300-plus locations, folded Wing It On!'s bone-in wings and boneless bites into Fresh Brothers' existing dine-in, takeout, delivery and catering channels — no new leases, no new construction. Guests can order five sauces, two dry rubs and house-made dips alongside Fresh Brothers' handmade pizzas, salads, pastas and its newer Crustwich lineup.

The Growth Logic

For multi-brand operators, the co-brand model has become an increasingly viable unit-economics lever, letting a franchisor or corporate group push a second concept through an existing footprint rather than absorbing the full cost of greenfield development. That math is straightforward here: Wing It On! moved from a Connecticut-rooted brand with locations in markets like Dallas-Fort Worth and Chicago to a coast-to-coast presence in a single announcement.

"Fresh Brothers gives us a strong platform to introduce Wing It On! to an entirely new market and more fans, while Wing It On! brings something new and proven to Fresh Brothers' guests," said Josh Halpern, chief business officer at Craveworthy. CEO and founder Gregg Majewski framed the pairing as a deliberate brand-strength calculation: both concepts carry competitive credentials, and stacking them under one roof is intended to drive basket size and trial simultaneously.

Wing Credentials on the Line

Timing the launch days before Wing It On! heads to Buffalo, New York, for the National Buffalo Wing Festival — Aug. 29–30 — is not accidental. The brand enters this year's competition with nine awards across four consecutive festivals, including first-place finishes in Medium Traditional Buffalo (2022, 2023, 2025) and Extra Hot Traditional (2024). Co-founder Matt Ensero positioned the competitive record as central to the brand's value proposition: "We compete against the best wings in the country and win, so for us, wings are never an afterthought."

For the foodservice program inside Fresh Brothers, the wing addition arrives squarely in the seasonal sweet spot. Football season watch-party demand reliably lifts wing and pizza combo orders industry-wide, and the Southern California rollout includes community outreach — first responders, hospital teams and youth sports organizations — ahead of the regular season.

The co-brand structure reflects a broader pattern in multi-unit foodservice growth strategies where shared back-of-house infrastructure and an existing customer base reduce the risk of brand extension. For emerging restaurant brands pursuing regional expansion, plugging into an established operator's 20-location network compresses a timeline that might otherwise take several franchise cycles. Whether Craveworthy extends the pairing model to other concepts in its portfolio — or brings Wing It On! into additional brand footprints — will be the next signal worth watching.

Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.