Wingstop, faced with high chicken wing prices and tight supply, is drumming up business for another poultry part: the thigh.
The chicken wing chain is launching a virtual brand, Thighstop, focused on bone-in and boneless thighs.
Wingstop—as its name clearly suggests—sells chicken wings. Now, it is eager to see how customers respond to its new thigh-only concept, which comes as wing prices have soared.
The chain is introducing Thighstop as a virtual brand rather than adding thighs to the Wingstop menu. For now, Thighstop items will be available only for delivery or carryout via Wingstop’s delivery partner, DoorDash.“This is our way of giving thighs their prominent place on the menu,” says Charlie Morrison, Wingstop's CEO.
The idea is being introduced in marketing including a video starring Wingstop's most famous franchisee, rapper Rick Ross.