Wing Zone Marketing Mix & Match Bundling that’s Over Priced

Sometimes companies corporate goals do not reflect consumers demands / focus but rather the expections of Wallstreet or corporate goals and as Wing Zone rolls out it’s newest LTO the American Summer Classic Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions® wonders is this LTO missed focused? Are they going to big?  We think so. What do you think?  Here is their LTO:

“This summer, Wing Zone is asking patriotic guests all across the country to grab an American Summer Classic and go big or go home—literally, since the restaurant offers take-out and delivery. The American Summer Classic, which debuted May 1 will run until the end of July and includes 20 Boneless or Original Wings in two flavors with two Ranch or Blue Cheese; a Jumbo Order of Wedge Fries or Kettle Chips; and a choice of Funnel Cake Fries, Oreo Churros or Fried Twinkies for dessert, all for just $25.

“Summer is a great time for getting together with family and friends to enjoy a good time, and we wanted to provide a delicious way to keep the good times going without having to worry about the food. With our American Summer Classic, we have you covered,” says Matt Friedman, co-founder and CEO of Wing Zone. “No matter how American Flavorholics choose to enjoy their summers this year, we are here to help fuel the fun.”…..

The American Summer Classic will be offered at all of Wing Zone’s domestic restaurants. The company is set to open eight new U.S. locations in 2019 in target markets including North Carolina, South Carolina and Alabama.

While mix and match bundling is a key driver of grocerant niche success. There is one thing that makes us think that this is driven by a focus on corporate goals no customer goals.  That is 65.3% of all US households consist of one or two people.  Chilis, Applebee’s, and McDonald’s, all are offering summer meal for less with delivery.  Price, has been a keen focus for consumers and all indications are that will continue through the fall. $25, is not a price point to garner new customer trial in 2019 according Johnson.   

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