Wingstop CEO Announces<br />Launch of Virtual Brand, Thighstop.<br />Wingstop is branching out with the launch of<br />their first delivery-only brand, Thighstop. .<br />According to Wingstop CEO Charlie Morrison,<br />Thighstop will finally give dark meat chicken<br />thighs “the attention they deserve.” .<br />The menu will only consist of two items:<br />crispy bone-in thighs and breaded boneless thighs.<br />The menu will only consist of two items:<br />crispy bone-in thighs and breaded boneless thighs.<br />Both can be coated in one of Wingstop’s 11<br />signature sauces, which Morrison called a deliberate<br />attempt to keep the virtual brand familiar. .<br />We're doing a deliberate hack<br />on our brand. People will know this<br />is Wingstop behind the scenes, Charlie Morrison, via Insider.<br />More than 1,4000 Wingstop locations in the United States<br />will act as dark kitchens for the virtual brand. .<br />Customers can order pickup or delivery<br />via Doordash or Thighstop’s website or app. .<br />The launch of Thighstop is also a strategic<br />move, as it will allow Wingstop to significantly<br />cut down on supply chain costs.<br />Until now, Wingstop has purchased<br />each part of the chicken separately to<br />accommodate its various menu items.<br />By creating a thigh-focused brand, Wingstop can now<br />purchase whole chickens directly from suppliers for<br />$1.50 per pound, instead of wings for $3.22 a pound.
