Category
Business
Keepsake Countdowns
Trend cluster
Category
Thigh
Wing
QSR brands are using chicken thighs as a cost-saving alternative to white meat wings.
3.4
Trend score
What's Happening
What is the Thigh Wing trend?
Thigh Wing: Amid the rising cost of chicken set on by the pandemic, restaurants are turning to dark meat alternatives for chicken wings. Chicken thighs are meatier and often richer in taste, making them a popular choice for QSR brands across North America. These are served fried, tossed, or with sauces.
Insight
The consumer insight behind the Thigh Wing trend
Restaurants were of the industries hit the hardest by the pandemic, with rising costs of supply and an ever-dwindling consumer base willing to dine in. Following the pandemic, while indoor dining has returned, prices and supply have yet to return to normal. Restaurants with affected supply sought alternative products to ensure steady supply and affordable pricing, creating demand for typically less-used parts of foods in North America, such as chicken thighs or feet.
Trend themes
Themes within the Thigh Wing trend
Three behaviours holding the trend together01
Rising Chicken Costs
Restaurants are turning to dark meat alternatives, such as chicken thighs, as a cost-saving measure amid the increasing price of chicken wings.
02
Alternative Meat Options
QSR brands are using chicken thighs to offer a meatier and richer taste experience for customers, diversifying their menu offerings beyond traditional chicken wings.
03
Supply Chain Disruptions
Due to supply chain disruptions caused by the pandemic, restaurants are seeking alternative products to ensure a steady supply and affordable pricing, leading to the exploration of less-used parts of foods, like chicken thighs.
Industry implications
What the Thigh Wing trend means for industry
Where the trend changes the playbookFor
QSR
Quick Service Restaurants are utilizing chicken thighs as a cost-saving alternative to chicken wings, expanding their menu options and appealing to customers with a meatier taste experience.
For
Food Supply
The food supply industry is exploring alternative products, like chicken thighs, to address rising costs and supply chain disruptions caused by the pandemic, ensuring a steady supply of affordable meats.
For
Restaurant Supply
Restaurants are seeking alternative food products, like chicken thighs, to cope with rising prices and limited availability of chicken wings, creating an opportunity for suppliers to meet the demand for alternative meat options.
Workshop question
How could your QSR brand explore alternative ingredients as a cost-saving measure, or for experimental flavors?
Trend signals
Trend signals for Thigh Wing
Trend score 3.4 out of 10, from popularity 50%, activity 34%, freshness 18%.
Popularity50%
Activity34%
Freshness18%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Thigh Wing trend
6 featured examples from Sep 12, 2021 to Sep 22, 2023CategoryLifestyle
Simplistically Seasoned Fried Chicken
McDonald's Singapore Chicken McCrispy Salt & Pepper is Tasty
The fast food industry can explore simplistically seasoned menu options and limited time offerings to increase sales and appeal to changing consumer preferences.
CategoryLifestyle
Boneless Chicken Thigh Bites
Wingstop is Adding Crispy Thighs & Thigh Bites to Its Nationwide Menu
Fast food restaurants like Wingstop can drive innovation by experimenting with new menu items to attract customers and stay competitive.
CategoryBusiness
Fried Thigh Chicken Wings
Amid Rising Chicken Costs, Wing it On Debuts Fried Chicken Thigh Wings
Restaurants that offer affordable and delicious thigh wings can capitalize on the rising chicken wing prices and attract cost-conscious customers.
CategoryLifestyle
Flavorful Grab-and-Go Salads
Trader Joe's Green Goddess Salad is a Simple Lunchtime Option
The expansion of grab-and-go sections in grocery stores presents an opportunity for retailers to cater to time-strapped consumers with a variety of convenient meal options.
CategoryBusiness
Discounted Thigh Wing Promotions
Atomic Wings Offered Samples of its New Thigh Wings Menu Item
The rising popularity of Thigh Wings presents a disruptive innovation opportunity for restaurants to expand their chicken wing offerings and attract customers.
CategoryLifestyle
Japanese Fried Chicken Ramens
JINYA Ramen Bar Celebrates Summer with Its New Karaage Chicken Ramen
JINYA Ramen Bar introduces new summer offerings to attract customers and increase sales during seasonal celebrations.
