Wing-focused chain looks to grow lunch business with Glider LTO
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Ron Ruggless
Wingstop is looking to grow its lunch business with the limited-time offer of mini chicken sandwiches, a first for the 480-unit wing-focused chain.
Called Gliders, the sandwiches consist of a three-ounce boneless, breaded and fried chicken breast, served plain or tossed in one of Wingstop’s nine sauces and served with pickles on a yeast roll. The sandwiches debut April 18 and will be offered for 90 days.
“If it does well, it will remain part of the menu,” said Andy Howard, chief marketing officer for Richardson, Texas-based Wingstop Restaurants Inc.
Howard said the “sauced and tossed” chicken sandwich will help expand Wingstop’s lunch business, which started about eight years ago. Previously, Wingstop units had been open only for dinner Monday through Friday.
“Over the past eight years, our lunch business has grown to between 30 and 35 percent of sales,” Howard said. “This new sandwich will help counter the, quote, ‘veto vote.’”
In addition, Wingstop’s demographics “skew slightly toward men,” Howard said, and the sandwich is likely to have broader appeal with women and children.
The Gliders will be sold at suggested price of $4.99 for two, $9.89 for four and $13.99 for six. A combo of two sandwiches plus fries and drink will be $6.99.
Wingstop has units in 32 states.
Contact Ron Ruggless at [email protected].
