Chicken wings are growing on convenience-store menus—see Casey’s, Circle K and Rutter’s—but this offering is one where c-store retailers should be aware of the unique challenges they present, particularly around commodity price volatility.
Whether convenience retailers should put wings on their menu is a question into which Richard Poye took a deep dive with CSP Daily News.
“Wing prices have experienced dramatic fluctuations in recent years,” said Poye, founder of Nashville-based Food Trends Think Tank who in April also was named head of retail strategy and engagement at VideoMining, a market research and retail analytics company based in State College, Pennsylvania.
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For example, USDA data shows that wholesale prices peaked at $3.24–$3.80 per pound in early 2022, then declined to about $2–$2.50 per pound by mid-2024, Poye said.
While this decline represents a significant correction from historic highs, it’s important to recognize that wing prices are inherently unstable due to their unique supply-and-demand dynamics, he said.
Core explanation
Unlike other chicken cuts (e.g., breast or thigh), the supply of wings is fixed per bird—each chicken produces exactly two wings, Poye said.
This means that as the industry shifts toward breeding larger, more efficient birds, the proportion of mid-sized wings—the most desirable for foodservice—decreases, he said.
Seasonal demand spikes
Wing consumption surges during the fall football season, peaks at the Super Bowl, remains elevated through March Madness and subsides only in late spring, he said.
“This seasonal demand, combined with inelastic supply, creates price swings of two to three times from peak to trough within a few years, a pattern that is not an anomaly but the norm,” Poye said.
While broiler chickens, which produce wings, have been less affected by avian flu outbreaks compared with egg-laying flocks, disruptions in broiler breeder flocks, which supply chicks for meat production, have introduced indirect supply risks, Poye said.
One of the most surprising aspects of wing pricing is how sticky retail prices have remained, Poye said. According to Technomic and NPD data, median restaurant wing order prices increased by only about 1% year over year around the most recent Super Bowl, despite significant fluctuations in wholesale costs. This suggests that consumers evaluate wing pricing in absolute terms (e.g., “$10 for a basket of wings”) rather than relative to cost swings. Technomic is CSP’s sister research arm.
This price stickiness gives operators greater flexibility to maintain stable retail pricing even when wholesale costs fluctuate, Poye said.
“For convenience retailers, this means that portion-based pricing, for example, a fixed price for a basket or box, can be an effective strategy to insulate the register price from short-term commodity volatility,” he said.
Strategic considerations for convenience retail
Convenience retail foodservice programs operate under distinct constraints compared with wing-focused QSRs [quick-service restaurants] or bars,” Poye said.
“These differences fundamentally alter the risk-reward calculus and necessitate a tailored approach,” he said.
Unlike large chains, which can negotiate collared or fixed-price contracts with distributors to hedge against volatility, most convenience operators procure through foodservice distributors on standard terms, Poye said. This exposes them to spot-market fluctuations, making it risky to over-commit to wings as a permanent, high-volume menu item without safeguards.
Avoid assuming that wing prices will remain stable or that small operators can negotiate the same terms as large chains, Poye said.
“Solution: Start with a limited-time offer (LTO) to test demand and pricing strategies before scaling up,” he said.
Adopting a fixed retail price for baskets or boxes, rather than pricing by the wing or by weight, is the optimal strategy for convenience retailers, Poye said. This approach shields the register price from short-term commodity volatility and aligns with consumer expectations for pricing consistency.
Frozen vs. fresh
Fresh bone-in wing programs demand skilled labor and precise inventory management, which might exceed the operational capabilities of many c-store kitchens, Poye said.
“Frozen, pre-portioned or pre-cooked formats are better aligned with the labor and infrastructure constraints of convenience retail,” he said. “These formats also enable operators to capitalize on low-price windows (e.g., late spring/summer) by building inventory ahead of peak-demand periods, such as football season.”
Frozen wings might present quality perception challenges, particularly regarding texture and crispiness, Poye said, adding that solutions are to invest in high-quality breading to enhance texture, use air fryers or par-frying processes prior to freezing to maintain a premium product experience, and train staff in proper cooking techniques to ensure consistency.
The real value of wings
The primary value of wings to convenience retailers lies not in wing-specific margins but in their ability to drive incremental sales across beverages, snacks and impulse items, Poye said. Wings create a hot food occasion that naturally pairs with drinks and snacks. By treating wings as a traffic driver rather than a standalone profit center, retailers can enhance program resilience, even during cost spikes.
“Measure success by basket size and attach rates, for example, the percentage of wing orders that include a beverage or snack,” he said.
Given the strong seasonality of wing demand, retailers uncertain about a year-round commitment should pilot wings as an LTO during football season, Poye said. “This allows operators to leverage historically lower late-spring pricing to build inventory and assess demand before scaling to a permanent menu fixture,” he said.
Sauce and flavor preferences: beyond Buffalo
While Buffalo, honey garlic and Nashville hot remain the most popular wing flavors, consumer preferences are evolving. Global flavors such as Korean gochujang and mango habanero are gaining traction, he said, citing Datassential (2024). Similarly, dipping sauces are diversifying, with spicy mayo, blue cheese and avocado lime growing in popularity alongside classic ranch.
Poye suggests offering a rotating selection of limited-time sauces, which can sustain consumer interest and differentiate one’s offering from competitors. “For example, introduce a new global flavor each month to keep the menu fresh and exciting,” he said.
Don’t assume that only traditional flavors will sell, Poye said. “In reality, consumers are increasingly adventurous and willing to try new flavors, especially when positioned as a limited-time offering,” he said.
Health and portioning trends
Consumers are increasingly opting for smaller portions, such as six- or eight-piece orders, for individual meals, rather than larger, shareable platters, Poye said.
“Additionally, air-fried or baked wings are preferred by health-conscious consumers, as evidenced by programs like 7-Eleven’s better-for-you line,” he said.
Wings require high-temperature fryers (350–375 degrees Fahrenheit) to achieve the right texture and crispiness, he said, however, many c-stores lack space for dedicated wing fryers.
To solve this problem, he suggests multi-use fryers for wings and tenders to maximize equipment efficiency. Also, consider air fryers as a space-saving alternative for smaller locations.
Wings lose crispiness rapidly, so proper holding equipment, for example, heat lamps, is essential for maintaining quality, he said, adding that inconsistent/poor management of the oil can significantly elevate food costs.