Wingstop Seeks to Improve Value Messaging Amid Sales Decline
Wingstop reported a 7.5% decline in same-store sales for the second quarter, attributed primarily to reduced spending by its core customers amid economic pressures on lower-income households. The chain's average unit volume dropped from $2.11 million in Q2 2025 to $1.89 million this year. CEO Michael Skipworth emphasized that brand awareness remains strong and demand spikes during major events like the FIFA World Cup, but the challenge lies in making Wingstop a more everyday dining option. To address these challenges without resorting to deep discounts, Wingstop is testing clearer value messaging through promotions such as 30 wings for $30. These tests showed that customers often added extra items, increasing average ticket sizes. The company also introduced lower entry price points and limited-time menu innovations like Citrus Moho and Sweet Heat Chamoy to attract more frequent visits.
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