After selling out during its initial test launch in August, Wingstop’s chicken sandwich is back, and the fast-casual chain is already seeing sales increase in Q3, according to Nation’s Restaurant News.
There are two key reasons for this increase: using cheaper, boneless chicken for the wings and patties rather than bone-in and expanded delivery options.
Wingstop’s boneless chicken sandwich
At a time of supply-chain issues and growing inflation, managing production costs is key.
“We also see chicken sandwiches [as] a way for us to further our boneless mix in our restaurants and could see a path to boneless mix exceeding 50% of our total mix, which will play a key role in advancing our supply-chain strategy,” said Michael Skipworth, Wingstop CEO and president. “With the higher boneless mix, we can see a future with food costs in the low-30% range.”
More options for Wingstop Delivery
Before July, Wingstop had an exclusive delivery partnership with DoorDash but has since added Uber Eats as an option.
“We expanded our delivery channel, advanced menu innovation with the launch of our chicken sandwich and we continue to drive brand awareness with an elevated level of national advertising spend,” Skipworth said.
More delivery methods means more access to customers.
The chicken sandwich’s first test run
The sandwich’s August test launch went better for the chain than expected when four weeks of supply ran out in six days – exceeding sales expectations by 300%.
With the return of the chicken sandwich this month, Wingstop has been able to promote it on a larger platform in addition to an increased ad spend. The $5.49 sandwich comes in a variety of flavors from hot like mango habanero to mild like lemon pepper.