WOW American Eats, originally launched as WOW Café in December 2001, was founded by Paul Ballard and his brothers, Steven and Scott, in Covington, Louisiana. With a vision to bring bold American flavors to the fast-casual dining scene, the brand quickly made a name for itself through its signature chicken wings and diverse selection of sauces.

Headquartered in Covington, the franchise began expanding in 2002 and, by 2018, operated over 50 locations nationwide. The concept behind WOW American Eats centers around offering a fresh, chef-inspired take on traditional American favorites.

Its menu includes a wide array of wraps, over-sized salads, Angus burgers on Texas toast, quesadillas, fajitas, tenders, shrimp, and of course, its signature wings. The focus is on combining comfort food with culinary creativity, delivering bold flavors in a casual, welcoming atmosphere.

What distinguishes WOW American Eats from the competition is its willingness to evolve. The franchise has undergone a rebranding initiative and restaurant remodel, positioning itself as a contemporary destination for American cuisine.

Training

WOW American Eats offers a structured and multi-phase training program for franchisees and their managers to ensure operational success. The training encompasses classroom sessions, on-the-job experience, and ongoing support tailored to both new and existing operators.

1. Initial Management Training Program
   Franchisees can send up to three individuals to attend training at the franchisor's facility in the greater New Orleans area. The program includes 20–40 hours of classroom instruction and 60–80 hours of on-the-job training. Participation is mandatory before the unit opens.
2. Successor and Replacement Manager Training
   Any new manager taking over operations must begin training within 45 days of assuming duties and complete it to the franchisor’s satisfaction. This ensures consistency in management and operations across units.
3. On-Site Opening Support
   Franchisor facilitates training at the franchisee’s unit during the opening. This support is crucial for applying learned principles in a real-world setting and achieving operational readiness.

Territory Protection

WOW American Eats does not grant exclusive territory protection to its franchisees. Franchisees are limited to operating only from a specified approved location and do not receive exclusive rights to any geographic area. This means franchisees may face competition from other WOW AE businesses, even those owned or franchised by the parent company.

Additionally, WOW American Eats retains full rights to distribute its branded products through any channels, including retail, wholesale, or online platforms, without compensating or seeking approval from existing franchisees.

The franchisor also reserves the right to open new units or license other operators anywhere outside the specific unit location of an existing franchise. These terms emphasize a non-exclusive model with open market competition.