After making headlines for pivoting to chicken thighs in the midst of record-high chicken wing prices, Wingstop is doubling down on its new direction with the launch of crispy-fried bone-in thighs and boneless Thigh Bites.
Wingstop originally began testing chicken thighs back in November of 2020 at locations in Colorado, Georgia, Nevada, and Texas. The chain then followed that test with the launch of a virtual brand called Thighstop, which took its Crispy Thighs nationwide. Now, the brand is adding to its thigh lineup with the addition of crispy-fried bone-in thighs and boneless Thigh Bites. The new bone-in thighs and boneless Thigh Bites can be ordered naked (without sauce), or tossed in any of the brand's 11 signature wing sauces.
The new Crispy Thighs and Thigh Bites are available now from participating Wingstop locations across the U.S.
Image Credit: Wingstop
What's Driving This Trend
- Thigh-based Menu Items
- The success of Wingstop's chicken thigh menu offerings opens opportunities for other restaurants to experiment with alternative chicken cuts.
- Virtual Brands
- The launch of Thighstop as a virtual brand demonstrates the potential for restaurants to expand their reach through digital channels.
- Sauce Customization
- Wingstop's customizable sauce options on their new bone-in thighs and boneless Thigh Bites highlights the potential for restaurants to offer personalization and experimentation to their menu items.
Who This Affects Most
- Fast Food
- Fast food restaurants like Wingstop can drive innovation by experimenting with new menu items to attract customers and stay competitive.
- Chicken Industry
- The launch of chicken thigh menu items by Wingstop can open up new markets and opportunities for chicken producers and suppliers focused on alternative and underutilized cuts of chicken.
- Restaurant Technology
- The success of Wingstop's virtual brand demonstrates the potential for other restaurants to leverage technology to expand their brand and reach new customers.
