Wingstop: Chicken sandwich split

Wingstop, a chicken brand, launched The Chicken Sandwich Split which was available in 12 flavors to break through the psyche of sandwich fans in the US, flipping their loyalty on its head, increase sales and new customer acquisition and create a positive conversation.

Summary

In 2022, Wingstop set out to launch its biggest innovation yet: a fried chicken sandwich. The chicken sandwich was available in any of Wingstop's 12 soul-satisfying flavors. The problem? Wingstop was showing up three years late to the chicken sandwich wars and consumers were happy with their go-to favorite. We leveraged social media listening tools to dig under the surface of consumers' relationships with their favorite brands and discovered that consumers felt a deep sense of loyalty to their favorite brands. The thought of straying felt like an act of betrayal. Right then we understood how consumers would think...

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