If at first Mighty Wings don't succeed, try and fly them again.
Yahoo News reported that McDonald's has slashed the price of its Mighty Wings, a menu item that did not fly so well with customers last year. The new limited time revival is offering a more attractive price of five wings for $3.
The previous price introduced the menu item for roughly $1 per wing. As a result, many McDonald's franchisees complained about the high pricing for Mighty Wings. Burger Business reported that the original national promotion was a flop and performer at the "lower end" of the company's expectations.
"Mighty Wings resonated with consumers but performed at the lower end of our expectations," McDonald's Corp. CEO Don Thompson said in a conference call last October. "One dollar per wing was still not considered to be the most competitive in the current environment."
Thompson also said some customers might not have taken too kindly to the spiciness of the wings. The newest iteration also advertises its flavors as "spicy, bold, delicious."
Last year, the Wall Street Journal reported that $10 million in frozen, unsold Mighty Wings were left over. Thompson said McDonald's expected to sell 35 million pounds of wings, but the company only sold about 70 percent of its wing inventory. Thompson pledged that the wings would rise again, reports BurgerBusiness.com.
"You will see wings again in the U.S. business," Thompson vowed.
Cancel those lunch plans. #MightyWings are back with 5 wings for $3! #Boom pic.twitter.com/va8bp6sapm
— McDonald's (@McDonalds) February 26, 2014
The Journal reported that the wings would be kept in frozen storage until McDonald's could work out the next steps. According to federal guidelines, a whole chicken can remain in frozen storage for a year, while nine months is considered reasonable for chicken parts. It is unclear if the recipes have changed.
