Industry News | August 27, 2009
Wingstop Rolls Out Boneless Wings
The boneless wings are 100 percent all-white meat, battered and breaded in Wingstop’s proprietary recipe, and like Wingstop’s bone-in wings and boneless strips, can be sauced and tossed in all nine wing flavors.
Wingstop first introduced boneless strips in 2006, which increased the chain’s appeal with women and children and today account for 12 to 15 percent of sales. Andy Howard, executive vice president of marketing and research and development, says the introduction of boneless wings will not replace boneless strips, but add another menu option for guests.
“A major differentiator of boneless wings from boneless strips is that the boneless wings can be mixed and matched with our regular bone-in wings,” he says. “If a guest orders 20 wings, they can get 10 regular and 10 boneless, which offers greater variety at the same price point.”
Boneless wings were originally tested in restaurants in the Houston, Denver, and Las Vegas markets last fall. Research found that boneless wing purchases grew each period while bone-in wing sales steadily increased.
“Our testing has shown that sales are strong for boneless wings and guests appreciate the option to mix and match, especially with large family packs and combos,” Howard says. “Bone-in wings and boneless strips continue to perform well, and we feel that our guests have an appetite for all three options.”
Boneless wings are available for purchase a la carte at 10, 20, 35, 50, or 100 pieces, and are also available in combination and family packs. Boneless wings are expected to be in all 420 Wingstop restaurants by September 1, in time for football season, Wingstop’s busiest time of year.
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