McDonald’s Mighty Wings
Earlier this year, McDonald’s (MCD) tiptoed into KFC’s territory — and even put Buffalo Wild Wings (BWLD) on notice — with the launch of its Mighty Wings chicken wings. Sales of the fried chicken wings have failed to take off as expected, though. As McDonald’s CEO Don Thompson (under)stated it, the wings’ price of $3.69 for five pieces was “not the most competitive.”
Mighty Wings are a big departure from McDonald’s normal sandwich-based fare. MCD has offered non-sandwich fast food before, and still does. But, none of them are quite the leap for McDonald’s that chicken wings are. And, it’s worth noting that while the price of the wings themselves may seem relatively high, compared to other players in the wing arena — like Buffalo Wild Wings — the prices are fairly typical.
Mighty Wings launched in September, and though sales have been lackluster thus far, the restaurants’ menus are still crowded, and the product is still new. It may take a while to train (and even reach) guests regarding the new product.
As of this writing, James Brumley did not hold a position in any of the aforementioned securities.