Introducing Sweet BBQ Blaze: Wingstop's Bold New Take on Classic BBQ

Rhea-AI Summary

Wingstop (NASDAQ: WING) has introduced a new -time offer (LTO) flavor called Sweet BBQ Blaze, available nationwide from August 26, 2024. This innovative flavor combines elements of Kansas City and Nashville BBQ styles, featuring a dry rub seasoning over a wet sauce. The result is a sweet, smoky, and unexpected taste experience.

Sweet BBQ Blaze can be applied to Wingstop's cooked-to-order wings, chicken sandwiches, and tenders. Chief Brand Officer Melissa Cash emphasizes that this new flavor 'turns BBQ on its head' and offers a unique spin on a classic. The timing of the release coincides with the start of football season, making it an ideal option for watch parties and tailgates.

Positive

• Introduction of a new flavor (Sweet BBQ Blaze) to potentially drive sales and customer interest
• Strategic timing of release to coincide with football season, potentially increasing demand
• Expansion of menu offerings with the new flavor applicable to various products (wings, sandwiches, tenders)

Negative

• -time offer nature of the new flavor may result in temporary sales boost only
• Success of the new flavor is uncertain and may not meet customer expectations

Insights

Market Research Analyst

Wingstop's launch of Sweet BBQ Blaze is a strategic move to capitalize on the upcoming football season, a prime time for chicken wing consumption. This -time offer (LTO) demonstrates the company's commitment to innovation within its core product line. The timing aligns with increased consumer demand during sports events, potentially driving short-term sales growth.

The fusion of Kansas City and Nashville BBQ styles showcases Wingstop's ability to tap into regional flavor preferences, potentially broadening its appeal. This product diversification strategy could help Wingstop maintain its competitive edge in the crowded fast-food market. However, the impact on long-term revenue remains to be seen, as LTOs typically provide a temporary boost rather than sustained growth.

Investors should monitor key performance indicators such as same-store sales and customer traffic in the coming quarters to gauge the success of this initiative and its contribution to overall company performance.

Food Industry Expert

Wingstop's Sweet BBQ Blaze introduction reflects a savvy understanding of consumer trends in the quick-service restaurant (QSR) sector. By combining sweet and spicy flavors, they're tapping into the growing demand for complex taste profiles. This approach could attract both traditional BBQ lovers and those seeking bolder flavors, potentially expanding their customer base.

The versatility of the new flavor across multiple menu items (wings, sandwiches, tenders) is a smart move, catering to diverse preferences and potentially increasing average ticket size. The dry rub over wet sauce technique is an innovative twist that could set Wingstop apart in the highly competitive chicken wing market.

However, the success of this LTO will largely depend on execution at the store level and effective marketing. Investors should watch for any impact on operational efficiency and food costs, as new menu items can sometimes affect these metrics.

DALLAS, Aug. 26, 2024 /PRNewswire/ -- The Flavor Experts at Wingstop (NASDAQ: WING) continue to deliver bold, distinctive flavors with their latest LTO – Sweet BBQ Blaze – that only Wingstop can pull off. Sweet BBQ Blaze is available nationwide* beginning today, August 26, just in time for football season.

Reinventing a classic wing flavor to deliver the most craveable flavor experience, Wingstop's Sweet BBQ Blaze combines sweet and spice by dusting a dry rub seasoning on top of a wet sauce, creating a bold flavor inspired by two distinct BBQ regions – Kansas City and Nashville. The result? A flavor that is sweet, smoky and unexpected, ready to be hand sauced-and-tossed on Wingstop's cooked-to-order wings, chicken sandwiches and tenders.

"Wingstop is famous for our bold, distinctive flavors and our new Sweet BBQ Blaze is a next level flavor experience," said Wingstop's Chief Brand Officer, Melissa Cash. "Flavor fans, this turns BBQ on its head to deliver a spin on a classic for whenever that Wingstop craving hits."

Wingstop's Sweet BBQ Blaze makes for the ultimate watch party or tailgate indulgence with options for everyone – chicken sandwiches, tenders, boneless wings and classic wings, with housemade ranch for dipping. Sweet BBQ Blaze is available nationwide on Wingstop.com or the Wingstop app for a limited time while the flavor lasts.

*See Wingstop.com/Offers for full details.

About Wingstop
Founded in 1994 and headquartered in Dallas, TX, Wingstop Inc. (NASDAQ: WING) operates and franchises more than 2,350 locations worldwide. The Wing Experts are dedicated to Serving the World Flavor through an unparalleled guest experience and a best-in-class technology platform, all while offering classic and boneless wings, tenders, and chicken sandwiches, cooked to order and hand sauced-and-tossed in fans' choice of 12 bold, distinctive flavors. Wingstop's menu also features signature sides including fresh-cut, seasoned fries and freshly-made ranch and bleu cheese dips.

In fiscal year 2023, Wingstop's system-wide sales increased 27.1% to approximately $3.5 billion, marking the 20th consecutive year of same store sales growth. With a vision of becoming a Top 10 Global Restaurant Brand, Wingstop's system is comprised of corporate-owned restaurants and independent franchisees, or brand partners, who account for approximately 98% of Wingstop's total restaurant count of 2,352 as of June 29, 2024.

A key to this business success and consumer fandom stems from The Wingstop Way, which includes a core value system of being Authentic, Entrepreneurial, Service-minded, and Fun. The Wingstop Way extends to the brand's environmental, social and governance platform as Wingstop seeks to provide value to all guests.

In 2023, Wingstop earned its "Best Places to Work" certification. The Company landed on Entrepreneur Magazine's "Fastest-Growing Franchises" list and ranked #16 on "Franchise 500." Wingstop was listed on Technomic's "Top 500 Chain Restaurant Report," QSR Magazine's "2023 QSR 50" and Franchise Time's "40 Smartest-Growing Franchises."

For more information, visit www.wingstop.com or www.wingstop.com/own-a-wingstop and follow @Wingstop on X, Instagram, Facebook, and TikTok. Learn more about Wingstop's involvement in its local communities at www.wingstopcharities.org. Unless specifically noted otherwise, references to our website addresses, the website addresses of third parties or other references to online content in this press release do not constitute incorporation by reference of the information contained on such website and should not be considered part of this release.

Media Contact:
Maddie Lupori
Media@wingstop.com

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SOURCE Wingstop Restaurants Inc.

FAQ

What is Wingstop's new flavor called and when is it available?

Wingstop's new flavor is called Sweet BBQ Blaze, and it's available nationwide starting August 26, 2024.

How does Wingstop describe the taste of Sweet BBQ Blaze?

Wingstop describes Sweet BBQ Blaze as a sweet, smoky, and unexpected flavor that combines elements of Kansas City and Nashville BBQ styles.

What products can Sweet BBQ Blaze be applied to at Wingstop (WING)?

Sweet BBQ Blaze can be applied to Wingstop's cooked-to-order wings, chicken sandwiches, and tenders.

How long will Sweet BBQ Blaze be available at Wingstop (WING)?

Sweet BBQ Blaze is a -time offer (LTO) available while supplies last. No specific end date is mentioned in the press release.