Restaurant operators are shuffling to put Buffalo-flavored wings and other items on their menus as consumers clamor for tastes that are bold and spicy, but ultimately comforting and familiar.
Several operators have introduced Buffalo-themed limited-time offerings and permanent menu items in recent months, with Whataburger, Subway, Domino’s and El Pollo Loco joining in the hunt for Buffalo-loving consumers in just the past few weeks.
“I think the profusion of Buffalo-flavored items probably stems from three things,” said Nancy Kruse, president of The Kruse Company in Atlanta and a columnist on culinary trends for Nation’s Restaurant News. “First, our ongoing love affair with assertively flavored foods. Second, a tendency on the part of R&D chefs to look close to home for menu inspiration. And third, given its ubiquity, the Buffalo flavor profile may officially qualify as a true American comfort food.
“Its continued appearance and strong growth across menus in all segments and all operational types, and in dishes in almost every menu category and daypart, suggest it’s now an American classic,” she said.
Lore has it that the Buffalo flavor was first introduced to palates at the Anchor Bar in Buffalo, N.Y., when in 1964 co-owner Teressa Bellissimo was looking for a way to use up the eatery’s leftover chicken wings. She fried the wings and covered them with a spicy secret sauce. Since then, the Buffalo flavor has made its way from wings to other chicken parts used in a variety of menu items.
For instance, Whataburger on Monday unveiled a new limited-time Buffalo Whatachick’n Sandwich, which will be available through Nov. 9. The 700-unit chain’s new LTO features a breaded chicken fillet topped with lettuce, tomato, Monterey Jack cheese, two slices of bacon and creamy Buffalo sauce on a toasted wheat bun. It is priced at $4.19, or $6.29 with medium fries and drink.
“With a creamy sauce featuring hints of jalapeno peppers and blue cheese, we created our new Buffalo Whatachick’n Sandwich to offer a little kick for the many customers who told us they are interested in bolder flavors,” said Todd Coerver, vice president of marketing and innovation for Whataburger Restaurants LP, which this year moved its headquarters from Corpus Christi, Texas, to San Antonio. Whataburger operates units in 10 states.
Also on Monday, Subway said it had added to its menu for a limited time a new low-fat Buffalo Chicken sandwich. The sandwich, which will be available nationwide through Nov. 25, features chicken strips tossed in a spicy Buffalo sauce, lettuce, tomato, green pepper and a light ranch dressing. A 6-inch Buffalo Chicken sub contains 7 grams of fat. The sandwich will be available as part of Subway $5 footlong promotion at participating units. The recommended price for a 6-inch size is $3.25.
“We knew that creating a Buffalo Chicken submarine sandwich would raise expectations among our loyal customers, as well as fans of spicy Buffalo chicken dishes from around the country, so we were careful to create the ideal recipe using the perfect ingredients to make this a winner for both consumers who wanted to enjoy this as a full-flavor sandwich as well as those looking for low-fat meal options,” said Chris Martone, executive chef for Milford, Conn.-based Subway, which has more than 31,500 units in 91 countries.
Last week Domino’s said it was extending its Oven Baked sandwich line with four new items, including a Buffalo Chicken with Blue Cheese sandwich. The sandwich, which starts at $4.99, features hot sauce, onions, and cheddar and provolone cheese.
Earlier this month, El Pollo Loco, a 420-unit quick-service chain based in Costa Mesa, Calif., introduced a Buffalo style of wings, called Buffaloco Wings. The limited-time offering, available through the end of the year, features wings in a Buffalo sauce with the twist of Mexican oregano, or Tangy BBQ, a traditional barbecue sauce with the additional kick of chipotle, habanero chile and citrus juices.
The wings are available at company restaurants in quantities of five, 10, 20 and 30 for prices ranging from $4.99 for five plus a side, to $18.99 for 30 wings. Customers also can add 10 wings to any combo or family meal for $5.
And in June, Wendy’s introduced boneless wings in several flavors, including Bold Buffalo.
The boneless wings, made with breast meat that is lightly breaded and tossed in sauce, are priced at $3.99 for seven to nine wings, depending on weight. Boneless wings are also available in a combo meal for a suggested $5.69.
Contact Robin Lee Allen at [email protected].