Dive Brief:
- Popeyes added wings to its permanent menu on Wednesday nationwide, the company said in a press release.
- The wings, which are hand-battered and breaded, start at $5.99 for a six-piece order. Flavor choices are Honey BBQ, Roasted Garlic Parmesan, Signature Hot, Ghost Pepper and Sweet n’ Spicy.
- Popeyes originally launched its Ghost Pepper Wings in 2014 and has brought them back in 2020 and then again in January. Sweet ’n Spicy Wings were added in August and became Popeyes’ best-performing chicken product since its chicken sandwich.
Dive Insight:
Ghost Pepper Wings helped Popeyes grow its U.S. same-store sales by 5.6% during the third quarter. The business also achieved a digital sales mix of 25% and its “highest levels of chicken QSR traffic share in over two years,” Restaurant Brands International CEO Josh Kobza said during the company’s November earnings call. The Sweet n’ Spicy wings also helped drive traffic with new and existing guests, and boosted ticket growth.
“This is something my team has been working on for three years, and we took our time to get it right. Ghost Pepper has become a heavy hitter in our arsenal of products, and in marrying that with our Wings we knew we had something special. Now, we’ve found ways to add flavors on top for a variety of tastes our guests are sure to love,” said Amy Alarcon, Popeyes head chef and VP of culinary innovation.
The fast food chain has leaned heavily on menu innovation this year, expanding its chicken sandwich lineup with the addition of a Blackened Chicken and Blackened Chicken with cheese sandwiches. The blackened chicken sandwiches were originally introduced in November 2022 as LTOs, but proved to be popular among customers.
To promote its wings lineup, the company launched Popeyes DISScount codes, including STOPWINGS, NOTTHATWILD, OPENSUNDAY and ONLY1WINGSFLVR, that can be used on the app or website for a free order of a six-piece wings with a $10 minimum purchase starting on Nov. 27. The company is also placing billboards near competitor restaurants that will nudge consumers to reconsider their wings purchase and consider Popeyes instead.
