- June 21, 2021
- Posted by: Stratford Team
- Category: Business
On Monday, the restaurant launched a virtual brand called “Thighstop” which serves crispy thighs, with or without sauce. The menu also includes breaded boneless versions of the product. Though the Thighstop brand is digital-only — available on the company’s website or through DoorDash but without dedicated stores — customers can order from the “Thighstop” menu through their phones at a Wingstop location, where all orders are filled.
For Wingstop, thighs are a better deal than wings.
During the pandemic, when restaurants closed their dining rooms and focused on delivery options, chicken wing sales soared. At Wingstop (WING), sales at US stores open at least a year grew about 21% in 2020. Casual dining chains like Applebee’s and Chili’s owner Brinker International (EAT) launched online-only brands selling wings to get in on the trend. Demand for the product, plus high feed costs and some supply chain constraints, have driven wing prices up.
“The…
