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In the summer of 2021, Wingstop made a bold, industry-shaking move by launching Thighstop—an all-new virtual brand that reimagined a chicken wing shortage as a flavor opportunity.
In 2021, restaurants across America faced an unprecedented crisis: a national chicken wing shortage. Prices soared. Quality dropped. And worst of all, some places ran out of wings entirely. Fans took to social media, venting their frustrations with memes, rants, and desperation. Wingstop, a brand built on its wing-loving identity, had a choice: wait it out or do something unthinkable.
In just eight weeks, Wingstop launched Thighstop, a delivery-only, e-commerce-first restaurant concept serving thighs exclusively. We built a full brand within the Wingstop universe—complete with custom packaging, a new digital ordering experience, and a campaign that invited wing lovers everywhere to rethink their go-to chicken order.
Year over year sales skyrocketed 10%, with 60% of sales coming from new customers proving the wing-eating world saw, and craved, our solution.