From Customer to Owner: Wingers Alehouse Franchisee Eyes Third Location
Juanita Gaeta grew up knowing Wingers Alehouse as the place where family celebrations happened. In her hometown of Elko, Nevada, the restaurant was a favorite gathering spot because it offered something for everyone—great food, beer for adults, kids’ menu choices, and a comfortable atmosphere for families.
Today, Gaeta has gone from loyal guest to expanding franchise owner.
She and husband Dusty Shipp purchased an existing Wingers Alehouse in Winnemucca, Nevada, two years ago. Now the couple is preparing to open a second restaurant in Fernley, Nevada, this June in the Reno-Tahoe-Sparks metropolitan area. Even before opening store number two, Gaeta says they hope to acquire a third location.
Longstanding Hospitality Roots
Gaeta’s connection to restaurants began early. At age 19, she helped her brother launch and manage a Mexican restaurant in Elko. Later, she and her father bought a small bar that they operated for around six years.
Although the family eventually exited hospitality, Gaeta later found success in real estate brokerage and investing. Even so, she says being away from restaurants left a gap.
When the Wingers Alehouse in Winnemucca became available, she did not hesitate.
She also thought of her mother, who loved Wingers wings and often said she craved them. When Gaeta mentioned the opportunity, her mother was thrilled by the idea that the family could own their own Wingers location.
The Small-Town Growth Formula
Wingers Alehouse identifies itself as America’s Small-Town Alehouse, and towns like Winnemucca, Fernley, and Elko are ideal examples of its target markets.
The franchise model is designed for small to mid-sized communities where restaurants can operate profitably with smaller spaces and staffing teams. This also reduces the direct competition often created by large chains focused on dense urban markets.
CEO Eric Slaymaker, who co-founded the company with brother Scott Slaymaker, says small-town America has always been the core of the brand. He notes successful locations in places such as Vernal, Utah; Nampa, Idaho; Ontario, Oregon; and West Jordan, Utah.
Decades of Brand Growth
The first Wingers American Diner opened in 1993 in Bountiful, Utah. Since then, the company has grown well beyond the Salt Lake City area and expects to operate 24 locations by the end of summer, mainly throughout the Mountain West and Midwest.
Its alehouse format includes as many as 101 beer selections, branded as Alehouse 101, including regional craft brews.
The brand has also introduced a newer prototype featuring a more elevated yet still comfortable interior and architectural design.
Comfort, Community and Nostalgia
Industry observers often identify comfort, community, and nostalgia as major dining trends for 2026. Wingers focused on those ideas long before they became mainstream.
Its mission is to create amazing experiences. Restaurants use décor that celebrates local communities and nostalgic themes, including artwork made with craft beer labels. Seating is designed to encourage guests to stay and enjoy the experience.
Menu stars continue to include Wingers chicken wings, Sticky Fingers, and the Original Amazing Sauce. Customers can also choose salads, burgers, and Southwestern or Asian-inspired dishes.
Winnemucca Success Story
Since acquiring the Winnemucca location, which originally opened in 2012, Gaeta and Shipp say sales have doubled.
They credit the gains to investing in upgrades and maintenance, sharpening customer service, protecting food quality, and hiring upbeat team members who embrace a can-do mindset.
Gaeta says the Winnemucca community has been extremely welcoming. Customers greet the owners by first name, and the family has built real friendships there.
Their five-year-old daughter Aly often joins them at the restaurant, wearing an apron, pretending to take orders, and helping wipe tables.
The couple also attends local events and participates in the chamber of commerce. They plan to bring the same community-first mindset to Fernley.
Building Through Leadership
During the early stages, the couple drove 1.5 hours from Elko to Winnemucca six out of seven days each week. Shipp, who owns a construction company, would drop Gaeta at the restaurant and continue to a nearby subdivision where he was building homes.
Now they visit around twice weekly and feel comfortable doing so because of their trusted team.
Gaeta praises general manager Julian Carvajal and kitchen lead Eddie Carvajal, Julian’s father, who previously worked at her brother’s restaurant.
She and Shipp also prioritize personal growth, leadership coaching, and mindset training. They now hire carefully, seeking people who appreciate the job, want advancement, and bring positivity.
Employee appreciation is also central to their culture through parties, family events, gifts, awards, surprise Starbucks outings, and ensuring staff have the tools, equipment, support, and stability needed to succeed.
Gaeta says the Slaymaker founders demonstrate those same values. She recalls feeling starstruck meeting them as a longtime fan. She says they have visited the restaurant multiple times, shown interest in store improvements, conducted frequent quality checks, and maintained an open-door policy for ideas or concerns.
For Gaeta, one lesson stands above all others: the strongest leadership always begins at the top.
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