Sponsored By

Brinker banks on virtual brand It’s Just Wings growing into $150 million annual businessBrinker banks on virtual brand It’s Just Wings growing into $150 million annual business

Delivery-only It’s Just Wings is posting $3 million in average weekly sales since debuting the last week of June, casual-dining company says

Ron Ruggless, Senior Editor

August 12, 2020

3 Min Read
Brinker Its Just Wings Food 1400
Sales at Brinker's It's Just Wings virtual brand are "highly incremental," company CEO Wyman Roberts said.Brinker International Inc.

Brinker International Inc. expects It’s Just Wings, the virtual delivery brand introduced by the Chili’s Grill & Bar parent in the last week of June, can grow into a $150-million-a-year business in its first year, according to Wyman Roberts, the company CEO.

Roberts discussed It’s Just Wings Wednesday after the Dallas-based company’s fourth-quarter earnings call, saying the virtual brand, introduced on DoorDash in 1,050 Chili’s and Maggiano’s Little Italy locations, has been doing about $3 million average weekly sales in the seven weeks it has been broadly available as a delivery-only concept.

Roberts added that the brand’s sales were “highly incremental” to Brinker and provided an opportunity for the company to address pressures on the ca...

Create a free account or login

This content is available for registered users

Already have an account?

Read more about:

Brinker

About the Author

Ron Ruggless

Senior Editor, Nation’s Restaurant News / Restaurant Hospitality

Ron Ruggless serves as a senior editor for Informa Connect’s Nation’s Restaurant News (NRN.com) and Restaurant Hospitality (Restaurant-Hospitality.com) online and print platforms. He joined NRN in 1992 after working 10 years in various roles at the Dallas Times Herald newspaper, including restaurant critic, assistant business editor, food editor and lifestyle editor. He also edited several printings of the Zagat Dining Guide for Dallas-Fort Worth, and his articles and photographs have appeared in Food & Wine, Food Network and Self magazines. 

Ron Ruggless’ areas of expertise include foodservice mergers, acquisitions, operations, supply chain, research and development and marketing. 

Ron Ruggless is a frequent moderator and panelist at industry events ranging from the Multi-Unit Foodservice Operators (MUFSO) conference to RestaurantSpaces, the Council of Hospitality and Restaurant Trainers, the National Restaurant Association’s Marketing Executives Group, local restaurant associations and the Horeca Professional Expo in Madrid, Spain.

Ron Ruggless’ experience:

Regional and Senior Editor, Informa Connect’s Nation’s Restaurant News and Restaurant Hospitality (1992 to present)

Features Editor – Dallas Times Herald (1989-1991)

Restaurant Critic and Food Editor – Dallas Times Herald (1987-1988)

Editing Roles – Dallas Times Herald (1982-1987)

Editing Roles – Charlotte (N.C.) Observer (1980-1982)

Editing Roles – Omaha (Neb.) World-Herald (1978-1980)

Email: [email protected]

Social media:

Twitter@RonRuggless

LinkedIn: www.linkedin.com/in/ronruggless

Instagram: @RonRuggless

TikTok: @RonRuggless

 

Subscribe Nation's Restaurant News Newsletters
Get the latest breaking news in the industry, analysis, research, recipes, consumer trends, the latest products and more.