Buffalo Wild Wings is testing out a whole new pricing system for its wings.
Chicken wing prices are at a record high and they're cutting into the chain's profits.
The chain currently buys them from suppliers by the pound, then sells them to the consumer in fixed numbers of wings.
The new method downplays the actual number of wings in each order. Instead, it presents variable-size portions based on weight.
"I think that it’s important for, and this is the harder part to communicate, is that because the wing sizes have gotten so much larger, five wings yields more ounces of chicken than six used to," said CEO Sally Smith on the company's Q4 earnings call with analysts. "So the guest I think is seeing a value in additional protein, I guess. It is – it probably does take a little bit getting used to if we’re consistently serving five."
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