Like many people I want to learn more about artificial intelligence (AI). This post is part of a series where I experiment with AI tools, share what I build and learn. My hope is that these posts will create discussion around this transformational technology, its use cases and maybe even help others on their journey of AI discovery.

The focus of this experiment is to use AI tools to launch a fictional buffalo chicken wing restaurant called “Wing Ting” that is based out of Shoreditch in London. I’ve used several tools including Claude, Midjourney, Gamma and Getimg to create the following:

Business Plan
Investor Deck
Competitive Landscape Analysis
Marketing Strategy
Brand Messaging Strategy
Brand Playbook
Images of Restaurant
Website
Promotional Images
Video

We’re now in the era of the one hour business. To create these essential assets would typically take days or weeks, but AI created them in less than one hour. While today they’re not perfect, they’re a great first draft, and tomorrow the AI will be even better.

Brief

This experiment explores how AI tools can be used to launch Wing Ting, a fictional buffalo chicken wing restaurant rooted in the heart of Shoreditch, London. The aim is to showcase how generative AI can fuel the end-to-end creation of a culturally sharp, streetwise food brand—from concept to launch.

Wing Ting combines bold American flavor with East London edge, serving up crispy, sauce-drenched wings in a setting that blends street art, music, and late-night energy. AI is used to develop the brand name, identity, menu, store design, social content, website, and launch campaigns—tailored specifically to Shoreditch’s trend-aware, experience-hungry crowd.

By leveraging AI for branding, content, design, and digital presence, this project illustrates how independent hospitality ventures can move faster, test bolder ideas, and craft locally resonant experiences with global tools. Wing Ting is a case study in how AI can supercharge creativity at the intersection of food, culture, and tech.

Business Plan

Wing Ting introduces authentic American buffalo wings with a distinct London twist to Shoreditch's vibrant food scene. Targeting the area's young professionals, creatives, and food enthusiasts, Wing Ting fills a notable gap in the market for quality wing offerings. Our unique proposition combines traditional buffalo flavors with British-inspired sauce innovations, served in an Instagram-worthy industrial-chic setting. With Shoreditch's booming nightlife and strong takeaway demand, Wing Ting is positioned for 30% year-on-year growth and potential for expansion to other London hotspots within three years, establishing itself as London's premier destination for buffalo wing enthusiasts.

Business Concept
Wing Ting delivers an authentic American buffalo wing experience reimagined for London's culinary adventurers. The restaurant features exposed brick, neon signage, and communal tables in a casual, energetic atmosphere. We offer both dine-in and efficient takeaway/delivery service with eco-friendly packaging. Unlike chain chicken shops, Wing Ting distinguishes itself through small-batch, house-made sauces, locally sourced ingredients, and a commitment to proper American buffalo wing preparation techniques that maintain crispiness without breading.

Market Analysis
Shoreditch lacks dedicated, high-quality wing establishments despite the neighborhood's appetite for American-inspired food concepts. The area's demographic—predominantly 25-38 year-old creative professionals with disposable income and adventurous palates—aligns perfectly with Wing Ting's offering. Existing competition focuses primarily on fried chicken or general American fare, leaving the specialized wing category underserved. Shoreditch's reputation as a trend-setting food destination provides the ideal launch pad, while the neighborhood's high foot traffic and nightlife culture creates natural demand for our shareable, late-night-friendly food option.

Menu Strategy
Wing Ting's menu features wings in six heat levels, from mild to our signature "Shoreditch Scorcher." Our innovative sauce lineup includes British-inspired flavors like London Porter BBQ, Jerk Spice and Marmite & Black Garlic alongside classic buffalo. Sides include hand-cut triple-cooked chips, charred corn ribs, and blue cheese slaw. Our drinks program showcases local craft beers specifically paired with wing flavors, plus wing-friendly cocktails like the Cucumber Cooling Agent and Bourbon Buffalo. Wing Ting's standout "Wing Flight" sampler allows customers to experience multiple flavors in one order.

Wing Ting Sauces

OG Buffalo - The authentic American classic with the perfect balance of cayenne heat and buttery tang that started the wing revolution.
Shoreditch Scorcher - Our legendary house challenge sauce combines ghost peppers, scorpion chilies, and secret spice infusions for an intense, face-melting heat experience that's earned bragging rights among East London's most daring food adventurers.
Chili & Garlic - A vibrant fusion of fresh garlic, red chilies, and aromatic herbs delivering a bold, pungent kick that tingles the senses and leaves you craving more.
Jerk Spice - Our Caribbean-inspired dry rub combines allspice, thyme, scotch bonnet peppers, and warming spices for a complex, aromatic heat that transports you straight to island shores.
London Porter BBQ - A sophisticated twist on classic barbecue featuring locally-brewed London porter beer, molasses, and smoked spices that creates a rich, complex sauce with deep caramelized notes and a subtly bitter finish that perfectly complements our crispy wings.
Marmite & Black Garlic - An umami-rich revelation combining Britain's iconic yeast extract with fermented black garlic and a touch of honey for a deeply savory, divisively delicious experience.

Marketing & Growth Strategy
Wing Ting will leverage Instagram-worthy presentation and packaging to drive social media presence, partnering with local Shoreditch influencers for opening buzz. We'll introduce a digital loyalty program offering the 10th order free and exclusive flavor previews. Collaborations with neighboring craft breweries and cocktail bars will create wing pairing events and cross-promotional opportunities. Weekly "Wing Wednesday" promotions will drive mid-week traffic. Community engagement includes sponsoring local art events and hosting chicken wing eating competitions. Year two will introduce a food truck to service festivals and corporate events.

Financial Overview
Initial investment of £240,000 covers the £75,000 location renovation, £50,000 for kitchen equipment, £25,000 for initial inventory, £40,000 for permits/licenses, and £50,000 for operating capital. Monthly operating expenses are projected at £32,000, including £12,000 for rent, £10,000 for staff, and £10,000 for food/beverage costs. With average customer spend of £18 and seating for 40, plus takeaway business, we project monthly revenue of £45,000 in year one, reaching break-even by month nine. Profitability will increase to 15% by year two. Funding comes from £100,000 owner investment, £90,000 from angel investors, and £50,000 small business loan, offering investors projected ROI of 25% by year three.

Investor Deck

Competitive Landscape Analysis

Market Overview
Shoreditch's food scene has experienced a surge in American-inspired concepts, with growing demand for specialized, authentic offerings rather than generic "American diners." Recent consumer data shows 72% of East London diners prioritize unique flavor experiences over portion size. The post-pandemic shift to premium takeaway options remains strong, with delivery accounting for 40% of casual dining revenue. While fried chicken concepts abound, there is a noticeable gap for authentic, specialized buffalo wings with craft beverage pairings—creating an ideal market entry point for Wing Ting's focused concept.

Direct Competitors
Orange Buffalo (Brick Lane) A street food vendor turned brick-and-mortar specializing in buffalo wings with eight signature sauces. Strengths include established reputation and loyal following; weaknesses include limited seating, basic ambiance, and inconsistent service. Price point is moderate (£9-11 for 8 wings). They target younger budget-conscious consumers. Located in Brick Lane Market, they benefit from high weekend foot traffic but lack Shoreditch's evening dining crowd. Reviews praise flavor authenticity (4.3/5 on Google) but criticize limited sides and dining comfort.

Wingmans (Soho – expanding to East London) Award-winning chicken wing restaurant with plans for Shoreditch expansion. Known for indulgent, non-traditional glazed wings rather than classic buffalo style. Premium price point (£12-15 for 8 wings) with upscale casual atmosphere. They target affluent millennials and corporate diners. Current Soho location is disadvantaged for the East London demographic, but expansion plans pose a future competitive threat. Reviews highlight premium quality (4.5/5) but note high prices and deviation from authentic buffalo experience.

Randy's Wing Bar (Hackney Wick) Specialized buffalo wing restaurant with expanded menu including burgers and sides. Strengths include comprehensive wing menu and bar atmosphere; weaknesses include peripheral location and lack of distinctive identity. Mid-range pricing (£10-13 for 10 wings). They target sports fans and casual diners. Located in Hackney Wick, they miss central Shoreditch footfall but capture Olympic Park visitors. Reviews are mixed regarding consistency (3.9/5) with praise for portion size but criticism of sauce authenticity.

Indirect Competitors
Bird (Shoreditch High Street) Free-range fried chicken restaurant offering American-style comfort food beyond wings. Strengths include prime location and broad menu appeal; weakness is lack of specialized wing focus and premium pricing. They target trendy professionals and dinnertime social gatherings with mid-to-high pricing. Direct Shoreditch location creates visibility competition, but their generic approach to chicken differs from Wing Ting's specialized concept. Their fried chicken quality receives strong reviews, but they offer limited sauce options.

Dirty Bones (Shoreditch) New York-inspired comfort food restaurant with chicken wings as menu items rather than specialties. Strong cocktail program and late-night atmosphere with trendy design aesthetic. Premium pricing across all menu items (£11 for 6 wings). They target fashion-conscious professionals and weekend brunch crowds. Central location with high visibility competes directly with Wing Ting's target area. Reviews highlight atmosphere over food quality, with wings treated as appetizers rather than focus items.

Street Feast/Dinerama Vendors (Shoreditch) Rotating collective of street food vendors occasionally featuring wing concepts. Strengths include high foot traffic and vibrant atmosphere; weaknesses include inconsistent presence and limited seating. Variable pricing with tendency toward smaller portions. They target young nightlife crowds. Their central Shoreditch location captures significant evening traffic but offers less consistent dining experience. Customer sentiment varies widely between vendors.

Five Guys (Shoreditch) Global burger chain with strong American association and brand recognition. Consistent offering and efficient service but no specialization in wings. Mid-range pricing for core items. They target broad demographic including families, professionals, and tourists. Prime high street location with high visibility. Reviews praise consistency but note generic, chain-restaurant experience.

Competitive Advantage Analysis
Wing Ting addresses a specific gap in Shoreditch's dining landscape—an authentic buffalo wing experience with distinctive British fusion elements currently unavailable in the area. While competitors offer wings as menu items, none deliver the focused authenticity combined with local innovation that Wing Ting provides. The signature sauce lineup creates multiple differentiation points: traditionalists can enjoy authentic OG Buffalo, heat-seekers can tackle the Shoreditch Scorcher, and culinary adventurers can explore uniquely British creations like Marmite & Black Garlic or London Porter BBQ—sauces unavailable elsewhere.

Wing Ting's industrial-chic atmosphere offers superior ambiance to takeaway-focused competitors while maintaining more reasonable pricing than upscale competitors like Wingmans. The craft beer pairing program creates an experience-driven USP missing from all identified competitors.

Strategic Recommendations
Wing Ting should position itself as "London's authentic buffalo wing specialists" rather than a generic American restaurant, emphasizing both authenticity and British innovation. Marketing should highlight signature British-inspired sauces as unique menu items unavailable elsewhere, using vibrant visuals of the distinctive colors and textures. Pursue collaboration opportunities with local Shoreditch breweries for exclusive Wing Ting beer pairings, creating mutual promotion benefits. Implement competitive pricing slightly below Wingmans but above street food vendors, reflecting superior quality without premium markup. Operationally, prioritize takeaway packaging innovation to maintain wing crispiness—a consistent weakness in competitor reviews—and develop a streamlined ordering system to overcome service issues that plague direct competitors.

Marketing Strategy

Wing Ting's primary audience comprises 25-38 year-old creative industry professionals and tech employees earning £35,000-70,000 annually, who reside or work in East London. These urban tastemakers prioritize authentic food experiences and are willing to pay premium prices for unique concepts. They are Instagram and TikTok active, regularly sharing food content, and consider themselves early adopters of culinary trends. Our secondary audience includes young professionals from other sectors, food enthusiasts who travel for noteworthy dining experiences, and Shoreditch nightlife participants seeking quality late-night food options, all of whom engage actively with the area's cultural scene and value distinctive dining experiences.

Brand Positioning & Messaging
Wing Ting positions itself at the intersection of authentic American buffalo wing tradition and innovative British culinary creativity – "Where Buffalo Meets Britain." The brand personality embodies Shoreditch's creative energy: bold, unpretentious, slightly irreverent, yet deeply passionate about quality. Key messaging pillars include:

Authenticity: "Proper Buffalo Wings, Proper Good" – emphasizing traditional techniques and the OG Buffalo experience
Innovation: "London Flavors, Buffalo Spirit" – highlighting our uniquely British signature sauces
Challenge: "Dare to Take on the Shoreditch Scorcher?" – creating excitement around our extreme heat option
Craft Culture: "Flavors Crafted for the Bold" – connecting our artisanal approach to Shoreditch's maker culture

Recommended tagline: "Proper Wings, London Sting." The visual identity features industrial elements with splashes of vibrant sauce colors, black matte surfaces, exposed brick textures, and neon accents that reference both American wing joints and Shoreditch's aesthetic.

Digital Marketing Strategy
Our digital strategy drives pre-launch anticipation and sustained engagement through multi-platform content. Instagram will showcase visually striking wing photography, behind-the-scenes preparation, and sauce-making processes. TikTok will feature "Wing Ting Challenge" videos, showcasing customers attempting the Shoreditch Scorcher and reaction content. We'll partner with 5-7 mid-tier Shoreditch food influencers (10k-50k followers) for authentic promotion rather than a single high-cost macro-influencer.

Content series will include "Sauce of the Week" spotlights, "Meet the Wingmakers" staff introductions, and "Perfect Pairing" beer recommendation videos. The email program will feature a "First-to-Know" pre-launch list with opening promotions, followed by a weekly "Wing Wednesday" deal announcement and monthly "Sauce Insider" newsletter. Geo-targeted Instagram and Facebook ads will focus on food enthusiasts within 2 miles of Shoreditch with interest targeting including "craft beer," "street food," and "food festivals."

Local & Community Marketing
We'll launch with a "First Taste" preview event for local businesses, influencers, and press, featuring wing flight samplers and craft beer pairings. Strategic partnerships will include collaboration sauces with local breweries (e.g., "Brew Dog Wing Sauce"), staff meal exchanges with complementary restaurants, and post-shift specials for hospitality workers. Community engagement includes monthly "Wing Ting Brings" donations to local food initiatives and sponsored food for Shoreditch art openings and creative showcases.

We'll secure vendor spots at major East London food events including Dinerama and London Wing Fest, while implementing targeted advertising on Shoreditch High Street with wing-themed sidewalk stencils and lamp post wraps. The "Office Feast" program will offer specialized large-order packages with free delivery for nearby creative agencies and tech companies, including branded packaging for social sharing.

Loyalty & Retention Program
The digital "Wing Club" loyalty program will award points through QR code scans, with rewards including free sides, exclusive sauce tastings, and branded merchandise. Weekly "Wing Wednesday" promotions will offer two-for-one wing portions to drive mid-week traffic, while quarterly "Secret Sauce" drops will introduce limited-time flavors available only to customers who have visited at least three times (tracked via the loyalty program).

Customer feedback will be gathered via QR codes on receipts linked to quick satisfaction surveys, with small discounts offered for completion. Monthly events will include "Heat Seeker Challenges" for competitive eaters and "Sauce Masterclasses" where customers can create their own wing sauces with our chef. Top-tier "Wing Masters" (customers with 10+ visits) will receive personalized sauce bottles and priority reservations.

Measurement & KPIs
Success metrics will include:

Instagram: Growth rate of 15% monthly, 5%+ engagement rate, 200+ monthly user tags
Customer acquisition: Target £15 cost per new customer in first quarter, decreasing to £8 by month six
Customer lifetime value: Target £150 within first year (average 5 visits at £30 spend)
Loyalty program: 40% customer enrollment rate, with 30% redeeming at least one reward monthly
Brand awareness: Achieve 60% recognition among surveyed Shoreditch diners by month four
Promotion tracking: Unique codes for each marketing channel with 25% minimum redemption rate

Weekly dashboard reviews will evaluate channel performance, with comprehensive strategy assessment and optimization quarterly. Underperforming channels will be adjusted or reallocated monthly to maximize ROI.

Brand Messaging Strategy

Brand Essence
Wing Ting delivers the soul of authentic American buffalo wings reimagined through London's inventive culinary lens—where tradition meets innovation, comfort meets adventure, and every bite tells a story of cross-cultural flavor passion.

Brand Voice & Tone

Bold: Confident without arrogance. "We don't just make wings. We craft flavor experiences that demand attention."
Authentic: Honest, transparent, unpretentious. "Real wings, real flavors, real talk. No fancy gimmicks, just properly good wings."
Playful: Witty and conversational, never corporate. "Life's too short for boring wings. Get saucy with us."
Passionate: Deeply enthusiastic about wings and flavor craft. "We obsess over wing perfection so you can obsess over the flavor."

Wing Ting speaks like your most food-obsessed mate who's traveled, has strong opinions, but never judges your choices.

Key Messaging Pillars
American Soul, London Heart Description: Emphasizes our commitment to authentic buffalo wing preparation techniques while embracing London's innovative food culture. Sample Message: "Buffalo-born techniques, Shoreditch-inspired flavors. That's proper wings with London character." Highlights: Authentic preparation methods, British-inspired signature sauces like Marmite & Black Garlic and London Porter BBQ.

Flavor Fearlessness Description: Celebrates our willingness to push flavor boundaries while respecting tradition. Sample Message: "From classic OG Buffalo to our face-melting Shoreditch Scorcher—find your flavor frontier." Highlights: The diversity of our sauce lineup, heat level range, and unique flavor combinations.

Craft & Quality Description: Underscores our commitment to quality ingredients and craftsmanship in everything we do. Sample Message: "Small-batch sauces, locally-sourced ingredients, craft beer pairings. Details matter." Highlights: House-made sauces, quality sourcing practices, craft beverages, and careful preparation techniques.

Communal Experience Description: Positions Wing Ting as a place for shared experiences and connections. Sample Message: "Grab a plate, get saucy, compare notes. Wing night is better together." Highlights: Shareable portions, communal tables, social atmosphere, and Wing Ting challenges.

Tagline Options