Wingstop CEO Announces
Launch of Virtual Brand, Thighstop.
Wingstop is branching out with the launch of
their first delivery-only brand, Thighstop. .
According to Wingstop CEO Charlie Morrison,
Thighstop will finally give dark meat chicken
thighs “the attention they deserve.” .
The menu will only consist of two items:
crispy bone-in thighs and breaded boneless thighs.
The menu will only consist of two items:
crispy bone-in thighs and breaded boneless thighs.
Both can be coated in one of Wingstop’s 11
signature sauces, which Morrison called a deliberate
attempt to keep the virtual brand familiar. .
We're doing a deliberate hack
on our brand. People will know this
is Wingstop behind the scenes, Charlie Morrison, via Insider.
More than 1,4000 Wingstop locations in the United States
will act as dark kitchens for the virtual brand. .
Customers can order pickup or delivery
via Doordash or Thighstop’s website or app. .
The launch of Thighstop is also a strategic
move, as it will allow Wingstop to significantly
cut down on supply chain costs.
Until now, Wingstop has purchased
each part of the chicken separately to
accommodate its various menu items.
By creating a thigh-focused brand, Wingstop can now
purchase whole chickens directly from suppliers for
$1.50 per pound, instead of wings for $3.22 a pound.