FSR March 2023

The sandwich’s large size, which requires two hands to pick up, also represents Simmons’s tall stature at 6 feet 2 inches, Magana adds. The fried chicken breast is tossed in Rockin’ Hot Sauce and has a house-made pepperjack cheese spread, chipotle slaw, marinated red onions, fresh jalapeños, and chipotle ranch, and ranges from $13.50 to $17.95, depending on the location. “It’s one of our best-selling items. It’s a staple,” Magana says. “People come in and want to take a picture with it and post it, since its name in our menu is the Demon Chicken, and everyone immediately knows what it’s about.” Though the product is steeper in price than Popeyes’ chicken sandwich, which averages around $4–$5, guests at Rock & Brews seem to have no aversion to paying a little extra for the themed sandwich and experience. If anything, the Chicken Sandwich Wars have helped boost business for the full-service restaurant; such orders now account for roughly 13–14 percent of sales at Rock & Brews. “Restaurants have learned to evolve what used to be [quick-service] food into something a little more elevated and make it their own,” Magana says. “So whether you go to Popeyes and get a sandwich or come to Rock & Brews and get the Demon Chicken, you know in your mind what you’re going to get. The base is the same for both, but sometimes you crave one and sometimes you crave the other.” Keeping with the tradition of friendly com petition among restaurant players, Wingstop believes its chicken sandwich stands out from the pack. Launched in August 2022, the brand had an experience similar to Popeyes when it com pletely sold out in six days, burning through four weeks of inventory. After restocking, Wingstop relaunched the product in October through a phased rollout to restaurants, making sure staff levels were high enough for demand. “It really showed us the opportunity we have as a brand with chicken sandwiches as a new, different, interesting way to bring consumers in,” says Michael Skipworth, CEO of Texas based Wingstop. Sauced chicken wings have a tendency tomake a mess, which not everyone appreciates, Skip worth notes. A chicken sandwich presents a better alternative during the lunch daypart for people on the go—though customers should expect to

wait an average of 18–20 minutes, since food is cooked to order. While chains such as Popeyes typically offer chicken sandwiches either classic or spicy, Wingstop’s biggest differentiator is the ability to get its chicken sandwich tossed in one of 12 unique f lavors, from the popular Lemon Pep per or Garlic Parmesan dry rubs to Cajun or Mango Habanero sauces. To that end, wings have long been the ideal blank canvas for f lavor innovation at Wing stop. For example, in December, the brand launched Carolina Gold BBQ as a limited time option with a sweet mustard base, vinegar, brown sugar, and overall tangy f lavor profile. Despite early inventory shortages, the pay

“Restaurants have learned to evolve what used to be [quick-service] food into

something a little more elevated and make it their own.”

off was worth it for Wingstop. Swipworth says it’s one of the few brands that’s able to drive sales through positive transaction growth at this point in time rather than through price hikes that inf late sales figures. And with average unit volumes sitting at roughly $1.6 million, product innovation will be the ticket to driving that number north of $2 million, he says. With positive feedback from guests and chicken sandwiches mixing in the high single digits, Skipworth expects to see the product mix continue its upward climb as the brand builds on the success of the launch. “You’re seeing chicken consumption continue to grow, particularly in the U.S. but even out side the U.S., and I don’t think that dynamic is going to change,” he adds. 

 WINGSTOP’S CHICKEN SANDWICH SUPER POWER IS ITS VARIETY.

CALLIE EVERGREEN IS THE EDITOR OF FSR. CONTACT HER AT CEVERGREEN@WTWHMEDIA.COM.

ROCK & BREWS, WINGSTOP (4) ROCK & BRE S, WINGSTOP (4)