Foodservice operators and suppliers offering chicken wings need to understand purchase patterns of wing buyers in order to menu appropriately, price accordingly, and tailor marketing to grow in the headwinds of price increases,” says Bonnie Riggs, NPD’s restaurant industry analyst.
Chicago (PRWEB) January 11, 2018
It’s that time of year when a lot of people hunker down indoors to watch sports and eat chicken wings. Just as sports enthusiasts choose a team, wing enthusiasts choose their type of chicken wing, either bone-in or boneless*, says The NPD Group, a leading global information company. With 45 percent of the population ordering chicken wings at restaurants and foodservice outlets and servings on the rise, it behooves restaurant operators to know who is on team bone-in and who is on team boneless.
And the most popular type of chicken wing is…: bone-in. The demand for bone-in chicken wings is strong. Over sixty percent of wings served at restaurants are bone-in. Further, over the past year, servings of bone-in were up six percent while declining by a similar rate for boneless, according to a new NPD study entitled, The Chicken Wing Dilemma.
The NPD study, which is based on its Checkout consumer receipt harvesting service, examines the purchase patterns of wing buyers and how restaurant operators react to fluctuating wing prices. Wing prices increased during the summer while the demand remained high but prices declined over the past three months. Boneless wings are more heavily promoted over bone-in wings when prices are high.
“Foodservice operators and suppliers offering chicken wings need to understand purchase patterns of wing buyers in order to menu appropriately, price accordingly, and tailor marketing to grow in the headwinds of price increases,” says Bonnie Riggs, NPD’s restaurant industry analyst. “Most wing buyers aren’t fair weather fans; they are super fans who stick with one type of wing regardless of price.”
*Boneless wings are made out of chicken breasts and formed into wings.
About The NPD Group, Inc.
The NPD Group provides market information and business solutions that drive better decision-making and better results. The world’s leading brands rely on us to help them get the right products in the right places for the right people. Practice areas include apparel, appliances, automotive, beauty, consumer electronics, diamonds, e-commerce, entertainment, fashion accessories, food consumption, foodservice, footwear, home, mobile, office supplies, retail, sports, technology, toys, video games, and watches / jewelry. For more information, visit npd.com and npdgroupblog.com. Follow us on Twitter: @npdgroup
Checkout delivers the most comprehensive view of consumer purchase behavior for general merchandise categories and foodservice outlets, across all retailers and operators over time, to help you understand how to adjust your marketing to fuel growth. Checkout E-commerce offers the most complete and accurate view of the online channel – including first and third-party sales for Amazon and other marketplaces, 400+ e-commerce retailers including direct-to-consumer, and an early read on emerging players. Information is collected from more than 3 million consumers, through data provided by our partner Slice Intelligence and NPD’s own proprietary receipt-harvesting mobile phone app.