McDonald’s Mighty Wings Are Flying Back for Another Go-Around
We thought McDonald’s (NYSE:MCD) Mighty Wings had officially flown the coup. We were wrong. They’re back.
Burger Business broke the news Monday that McDonald’s has officially brought back its wings that were a limited-time promotion in September. Though the Oak Brook, Illlinois-based chain had a lot of confidence in the appeal of its football-friendly poultry offering this past fall, going so far as to purchase 50 million pounds of wings, its promotion didn’t exactly go the way it expected. Now, McDonald’s is ready to give the idea another try.
This time around, the chain is rethinking its strategy. One of the biggest issues both consumers and franchisees had with the Mighty Wings were their price. Last year, they were introduced at roughly $1 per wing, leading many chicken-hungry consumers to fly the coop and head over to Yum! Brands’ (NYSE:YUM) KFC, where they could easily get a similar item for much less. Now, the Mighty Wings will retail at five for $3 for their limited-time revival.
In December, McDonald’s franchisees were actually quite angry about the Mighty Wings promotion because it ended up costing them more money than it made. Because the Mighty Wings were priced so high, they sold poorly, and approximately 20 percent of the inventory remained after the promotion concluded. The wings were put in frozen storage — cramping valuable space — and are only now getting set free.