Wingstop Inc., the award-winning wing concept with 845 locations worldwide, announced it is now saucing and tossing a new, craveable wing flavor: Smoke 9, or #Smoke9 on social media.

The new flavor is described as a mesquite dry rub with sweet garlic and spices that come together for a bold smoky flavor. Smoke 9 falls between Hickory Smoked BBQ and Lemon Pepper on Wingstop’s heat flavor scale.

“Smoke 9 is named for the nine iterations we went through in order to perfect this flavor,” says Larry Bellah, Wingstop’s director of flavor innovation. “Our fans love the Wingstop brand because of the bold, unique flavors we offer. So when we create a new sauce we work hard to ensure it’s authentic and different from anything else on our menu.”

To support the launch of Smoke 9, Wingstop is unveiling new TV and radio spots that celebrate their fans. Based on the concept of hard work and hustle, the new spots highlight the passion with which Wingstop fans pursue life.

“Who says success doesn’t happen overnight?” asks the narrator in the ‘Overnight’ TV spot. “That’s exactly when it happens. Night after night, after night.”

“Wingstop fans are passionate about the things they love, whether that’s art, music or chicken wings,” says Flynn Dekker, Wingstop’s CMO. “They don’t back down from their ambition, and we at Wingstop relate to that attitude. Smoke 9 took us some time to perfect, but the moment we got the flavor right we knew the effort was well worth it.”

New Smoke 9 is a limited time offering available until May 28 on classic and boneless wings, which are always cooked-to-order and sauced and tossed to perfection by the Wing Experts. The Wingstop menu also features 11 more original flavors, including fan favorites Mango Habanero, Lemon Pepper, Garlic Parmesan, and Original Hot. Sides are made fresh daily including hand-cut, seasoned fries, crafted from carefully selected whole Russet potatoes.

Fans can also get in on the action by sharing their #Smoke9 experience on Twitter or Facebook. Fans can order online now to be one of the first to try this one-of-a-kind Smoke 9 flavor.

Menu Innovations, News, Wingstop