European Wax Center (EWCZ) BofA Securities Consumer and Retail Conference 2025 summary

Leadership and organizational changes

• New CEO and CFO have been appointed, with additional hires including a Chief Commercial Officer and a Chief Information and Digital Officer to strengthen the executive team.

• Nationwide search underway for a Chief Operating Officer to fill a key gap.

• Leadership transition aims to build analytical rigor and operational excellence.

Strategic reset and operational focus for 2025

• 2025 is designated as a reset year to address foundational gaps and prepare for renewed growth in 2026.

• Emphasis on building a robust marketing engine and enhancing data analytics capabilities.

• Strong partnership with franchisees is prioritized to drive center-level performance.

• Focus on improving operational execution and sharing best practices across the network.

Marketing, customer, and pricing strategies

• Investment in marketing analytics and collaboration with Dolabra Digital to personalize outreach and improve guest acquisition and retention.

• Core guest (female, 35-45, higher income) remains resilient, representing about 70% of sales; non-core guests are more volatile due to macroeconomic pressures.

• Marketing efforts target both increasing frequency among existing guests and acquiring new ones.

• No broad-based price increases recently; franchisees manage pricing regionally and by service, with plans to introduce more sophisticated pricing tools.