Chicken sandwiches, TV ads fuel Wingstop first quarter sales
A popular chicken sandwich and an increased focus on ad spots during sport events propelled Wingstop to a 20.1% increase in same-store sales during the first quarter ending April 1, company president and CEO Michael Skipworth said during a call with investors.
“[The chicken sandwiches] have proven to be a powerful enabler for building awareness, increasing frequency and winning new occasions,” Skipworth said. “Chicken sandwiches give us an opportunity to deliver our Wingstop flavor in a category that has upwards of 2.8 billion servings annually.”
Wingstop launched the chicken sandwich in August 2022 following successful tests earlier that year in Columbus, Ohio, Fresno, California, Las Vegas, Nevada and Orlando, Florida.
It features a cooked-to-order, hand sauced-and-tossed chicken breast dipped in a choice of 12 flavors and topped with a toasted bun and crunchy pickles.