Wingstop brings back its Boneless Meal Deal

Wingstop is bringing back its Boneless Meal Deal in time for the FIFA Men’s World Cup, which kicks off today and runs through July 19.

The $16.99 BMD includes:

• 20 Boneless Wings in up to four flavors, from the choice of Lemon Pepper, Hot Honey Rub, Mango Habanero, Original Hot, Garlic Parmesan, and limited-time flavors

• A large fry

• Two dips of choice, including Wingstop's signature housemade ranch

The Boneless Meal Deal is available nationwide through Wingstop.com and the Wingstop app. It marks the latest promotion in a barrage of deals launched in conjunction with the World Cup. Restaurant brands are jockeying to be top of mind throughout the tournament, which is expected to trigger $7.5 billion in consumer spending.

A research note from Deutsch Bank identifies the restaurant industry as one of the biggest beneficiaries of the event, predicting an upside for brands with “significant exposure to host cities, sports viewing occasions and delivery.”

For Wingstop, the deal also fits a broader strategy to focus more on value and regain lower-income consumers, who have slowed down their visits to the chain. During the company’s first-quarter earnings call in April, CEO Michael Skipworth said Wingstop is focused on showcasing existing value versus discounting or being “overly promotional,” such as the Flavor Under $10 deal, which is a chicken sandwich or tender combo deal.

“We are able to present value not only just through price point, but we think what's really important is to deliver it through quality, through abundance, through the experience, ultimately, delivering an experience to the guest that's worth it,” he said.

Skipworth said this focus has started to gain traction, with the highest growth cohort coming from the $50,000 to $100,000-income households.