Why I’m not worried about Wingstop

Wingstop has been doing a lot this year in the menu and marketing space. They expanded their hot honey lineup. They leaned all the way into ranch with a 32-ounce cup. They brought their House of Flavor experience to North America for the World Cup. And they launched a loyalty program, followed this week by its first-ever Wing Pass: 18 Watch Party Bundles for the price of one at $27.99.

Meanwhile, same-store sales have been dropping for five straight quarters — most recently down 7.5% in the second quarter — and, oh yeah, its C-suite is down to just four executives.

Am I worried? Not really. For one thing, Wingstop was coming from a pandemic high, with sales increases consistently in the double digits thanks to its cutting-edge technology and the ease of delivering wings. Even last year, systemwide sales were up 11% according to Technomic, so I’m inclined to call 2026 a blip, especially since football season is just getting started.

And for another thing, Wingstop has a really dedicated consumer on the base of, well, really good chicken.

According to Technomic Consumer data for Q3 2025-Q2 2026, compared with other limited-service chicken chains, Wingstop rates higher overall, as well as on food quality, food taste and flavor, food visual appeal, and “has advertising that makes me hungry.” Consumers also trust the brand, recommend the brand, and perceive it as affordable (a real win in today’s economy).

Wingstop also outranks competitors on video/TV entertainment and online ordering experience, appealing to both on-premises and off-premises diners.

None of the chain’s comparative weaknesses — payment handling, bathroom cleanliness, kid friendliness — have anything to do with its chicken, and while those things certainly matter, I don’t think they’re going to make or break a company like Wingstop.

There is certainly room for improvement, but I have no doubt Wingstop will get there, and I wouldn’t even be surprised if Club Wingstop and the Wing Pass helped the company get back to positive comps in the fourth quarter.

Leigh Anne Zinsmeister is a managing editor for Informa’s Foodservice Media, encompassing Restaurant Business, Nation's Restaurant News, and Foodservice Director.