McDonald's Wings It

The QSR is expanding its test marketing of chicken wings to Chicago.

January 09, 2013

CHICAGO - McDonald€™s USA is spreading its wings with the expansion of a pilot program for its Mighty Wings, Nation€™s Restaurant News reports. The fast-food burger chain first tested the chicken wing item over the summer in Atlanta.

Analysts predict that this could be the prelude to a national debut of Mighty Wings. "Given that we believe that the Atlanta test proved successful," wrote Lynne Collier, a securities analyst for Sterne Agee, "we believe that it is likely that we will continue to see additional McDonald€™s markets featuring wings and would not rule out a national launch in the future."

Like other QSRs in recent years, McDonald€™s has focused on chicken. Last week, Burger King added all-white-meat chicken nuggets to its menu, while Wendy€™s had Mozzarella Chicken Supreme sandwich available for the holidays. Even Taco Bell has embraced chicken with its Spicy Buffalo Chicken Griller on the value menu.

McDonald€™s will likely sell the wings in three, five and 10 pieces, starting at about $3. Collier said that because of McDonald€™s size, the chicken wing market could become squeezed. "We believe that wings could be a successful new product launch for McDonald€™s," she wrote. "However, we note that a national launch by McDonald€™s could create cost pressure on wings as it relates to supply. Potentially, this could result in sustained high pricing for companies selling wings, such as Buffalo Wild Wings."

The expanded test of Mighty Wings highlights McDonald€™s commitment to new menu innovations to prop up sagging domestic same-store sales. The popular McRib sandwich holds court on menus nationwide, while its recent addition of a Grilled Onion Cheddar Burger is available on the Dollar Menu.

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