# Thigh Wing QSR brands are using chicken thighs as a cost-saving alternative to white meat wings. By [Colin Smith](https://www.trendhunter.com/Colin96), Senior Insights Analyst | Published Aug 11, 2023 | Category: [Business](https://www.trendhunter.com/pro/category/business-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/thigh-wing ## Key Figures - Trend score: 3.4/10 - Evidence articles: 6 ## 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. ## 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. ## At a Glance - Evidence: 6 featured examples - Articles from: Sep 12, 2021 to Sep 22, 2023 - Published: Aug 11, 2023 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Reduction](https://www.trendhunter.com/pattern/reduction) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Thigh Wing trend ### 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. ### 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. ### 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. ## What the Thigh Wing trend means for industry ### For 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 for Thigh Wing Trend score 3.4 out of 10, from popularity 50%, activity 34%, freshness 18%. - Popularity: 50% - Activity: 34% - Freshness: 18% ## Examples of the Thigh Wing trend 6 featured examples from Sep 12, 2021 to Sep 22, 2023. - [Simplistically Seasoned Fried Chicken](https://www.trendhunter.com/trends/chicken-mccrispy-salt-pepper): McDonald's Singapore Chicken McCrispy Salt & Pepper is Tasty (Category: Lifestyle) Implication: The fast food industry can explore simplistically seasoned menu options and limited time offerings to increase sales and appeal to changing consumer preferences. - [Boneless Chicken Thigh Bites](https://www.trendhunter.com/trends/thigh-bites): Wingstop is Adding Crispy Thighs & Thigh Bites to Its Nationwide Menu (Category: Lifestyle) Implication: Fast food restaurants like Wingstop can drive innovation by experimenting with new menu items to attract customers and stay competitive. - [Fried Thigh Chicken Wings](https://www.trendhunter.com/trends/thigh-wings): Amid Rising Chicken Costs, Wing it On Debuts Fried Chicken Thigh Wings (Category: Business) Implication: Restaurants that offer affordable and delicious thigh wings can capitalize on the rising chicken wing prices and attract cost-conscious customers. - [Flavorful Grab-and-Go Salads](https://www.trendhunter.com/trends/trader-joes-green-goddess-salad): Trader Joe's Green Goddess Salad is a Simple Lunchtime Option (Category: Lifestyle) Implication: 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. - [Discounted Thigh Wing Promotions](https://www.trendhunter.com/trends/atomic-wings-thigh-wings): Atomic Wings Offered Samples of its New Thigh Wings Menu Item (Category: Business) Implication: The rising popularity of Thigh Wings presents a disruptive innovation opportunity for restaurants to expand their chicken wing offerings and attract customers. - [Japanese Fried Chicken Ramens](https://www.trendhunter.com/trends/karaage-chicken-ramen): JINYA Ramen Bar Celebrates Summer with Its New Karaage Chicken Ramen (Category: Lifestyle) Implication: JINYA Ramen Bar introduces new summer offerings to attract customers and increase sales during seasonal celebrations. ## Recent trend clusters - [Keepsake Countdowns](https://www.trendhunter.com/protrends/holiday-countdown-gifts) (Business) - [Gentle Diagnostics](https://www.trendhunter.com/protrends/home-heart-screening) (Lifestyle) - [Targeted Macros](https://www.trendhunter.com/protrends/functional-protein-ingredients) (Lifestyle) - [Flavor Borrowing](https://www.trendhunter.com/protrends/soft-drink-flavor-mashups) (Lifestyle) ## Trending in Business - [Performance-Based Creator Ads](https://www.trendhunter.com/trends/creator-ad-platforms) - [Fashionable Frozen Yogurts](https://www.trendhunter.com/trends/aritzias-aok-caf) - [MIami Pop-Culture Shirts](https://www.trendhunter.com/trends/miami-pop-culture-shirts) - [Natural Deodorant Expansions](https://www.trendhunter.com/trends/target-beauty-studios) All articles: [Business](https://www.trendhunter.com/business)