The brand has now added Roasted Garlic Parmesan, Honey BBQ and Signature Hot to its wing flavor selection.
“From a pure category perspective, wings is the fastest growing segment in QSR and just in chicken. It really took off during Covid,” said Klein. “It was super important to me that we were launching from football season this year, because wings do have a little bit of a seasonality, and we’ve seen what some of our competitors have been able to do with wings in recent years. It’s a category that’s ripe for disruption.”
As a legacy chicken chain known for its Louisiana-style preparation and cooking process, Popeyes chefs have been working on wing recipes for three years, said Klein, who believes that distinction will help the brand soar above the competition long after the dust settles from the campaign’s gimmicks.
“I think we’ve got something pretty special,” he said. “We’re going to be a pretty major wing player relatively soon.”
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