While the "chicken sandwich wars" begun in 2019 with the viral Popeyes sandwich are still going strong, the fast food world is now also seeing increased competition for consumer dollars in another item: chicken wings served in a fast food setting.
Between 2022 and 2023, Yum Brands (YUM) -)-owned Taco Bell, Chick-fil-A and Restaurant Brands International (QSR) -)-owned Popeyes have all either launched or brought back some type of wing to their menus.
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While it has had different types of wings on and off the menu since the 1990s, fellow Yum chain KFC just announced the launch of the new Hot & Spicy Wings on Sept. 10 to coincide with the start of football season.
Yum! Brands
KFC promises to 'come in hot and spicy' for football season
Coated in the chain's signature Extra Crispy breading and marinated in spices, the new wings are very similar to the Hot Wings that the chain launched in the 1990s but phased out at the start of 2023 to make room for other items.
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While only available for a limited time during football season, the Hot & Spicy Wings will come in orders of eight and set one back $4.99 for what the chain promises is "the perfect amount of spice with each satisfying crunch."
"We're coming in hot (and spicy) this football season with a truly unmatched deal," Nick Chavez, who heads marketing at the chain, said in a press statement that throws slight shade at competitors' offerings. "Bench the other players. Why get six wings for $5.99 when you can start our eight-piece Hot & Spicy Wings instead for just $4.99?"
University of Colorado coach and former star football player Deion Sanders has been tapped to be the face of the promotional campaign for the wings and, to promote the deal, KFC is also offering free delivery to those who order them on Thursdays .
To claim it, one will need to place an order for the wings either online or through KFC's mobile app — no code is needed as one's order will be automatically eligible for free delivery.
There is a money-related reason you're seeing chicken wings everywhere
As fast-food chains specializing in chicken wings like Buffalo Wild Wings (BWLD) -) and Wingstop (WING) -) grow in popularity, even businesses that have previously shied away from the item due to a differing menu concept and more complicated preparation process have begun embracing them as customers increasingly look for the treat (and may turn away from them toward a chain that serves it.)
Having first briefly introduced queso-coated chicken wings at the start of 2022, Taco Bell brought them back again a year later. At the end of August, Popeyes launched new saucy Sweet 'N Spicy wings to complement the regular coated ones already on its menus.
While McDonald's (MCD) -) Mighty Wings were a popular menu item from the time the chain introduced the item in the 1990s until 2004, the Golden Arches have yet to make them a permanent menu item in the U.S. — wings are, however, available at some branches in Asia and Europe.
