By Matthew Parker
Sr. Director, Consulting Services
Bone-in wings are making a strong comeback and just in time for the 2025 football season. As restaurant operators prepare for one of the biggest traffic periods of the year, it’s clear that wings are once again a top performer on menus across the U.S. and globally.
According to Revenue Management Solutions (RMS) the resurgence of bone-in wings is being driven by pricing dynamics, evolving consumer preferences and fresh flavor innovation. So, what can restaurant brands do to win? Leverage bundled combos to grow check size, spotlight dry rubs as a cost-effective differentiator and use storytelling tied to seasons and experiences to keep wings front and center on the menu.
The Return of the Bone-In Wing
RMS’ Chicken Chronicles consumer report last year highlighted a clear trend in the quick-service restaurant (QSR) space: chicken tenders and sandwiches were the stars of the menu. But as we move into late 2025, the story has taken an interesting turn: bone-in wings are staging a strong comeback.
While tenders and sandwiches remain core menu performers, bone-in wings are bringing with them new dynamics in restaurant menu pricing, consumer behavior and marketing strategy.
Wings as a Shared Experience
Unlike sandwiches or tenders, wings are increasingly viewed as a “occasion-based” foods, ideal for family nights, sports games or shared dining moments. For bone-in wings, in particular, their hands-on nature adds a sense of fun and familiarity that resonates deeply with both traditionalists and first-time wing eaters.
Boneless wings, meanwhile, continue to provide a convenient eating experience that fits today’s on-the-go diners. The duality of these offerings allows QSRs to reach different segments while keeping the chicken category versatile and profitable.
Pricing Power: Why Bone-In Wings Make Financial Sense
Through early 2025, boneless wings held strong demand. But as the price for chicken tenders increased and consumers began craving more classic offerings, bone-in wings regained momentum. Promotions like “20 wings for $20” have re-energized the category, reminding guests of the value and better group experience wings deliver.
From a pricing perspective, the average check size for bone-in wings is typically higher than for boneless. And, with food costs rising faster on boneless wings, bone-in wings offer operators a chance to maximize profitability through strategic menu pricing and bundling. Restaurant technologies like Price Studio help operators model different pricing scenarios, test elasticity and optimize margins to ensure that every wing, whether bone-in or boneless, contributes to the bottom line.
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Flavor Innovation: Dry Rubs Take the Lead
Last year, sauces stole the spotlight. This year, dry rubs are leading the wave in flavor innovation.
Dry rubs offer a triple win for operators:
- Lower costs with fewer ingredients and longer shelf life
- Unique menu differentiation to attract new customers and drive repeat guest visits
- Operational simplicity that streamlines prep
Plus, leveraging seasonal events, like football season, to promote dry rub options can drive both traffic and sales.
The Power of Storytelling and Bundles
The most successful wing brands aren’t just selling chicken; they’re selling experiences. Through storytelling, celebrity partnerships and limited-time flavor specials, fast-food brands are using wings to connect more personally with diners.
Bundled options that combine bone-in, boneless, tenders and sides are also helping QSRs appeal to a broader customer base while increasing average check size and profit margin.
What’s Next for the Chicken Category
The return of bone-in wings doesn’t mean the end of sandwiches or tenders, far from it. Instead, it highlights how chicken remains a versatile, resilient menu cornerstone.
For QSR operators, the challenge is balancing tradition and innovation while leveraging promotions, pricing and storytelling to meet the expectations of today’s chicken-loving consumers.
As the 2025 football season heats up, the brands that win will be those that pair smart pricing, data-driven promotions and story-driven marketing to keep guests craving wings long after game day.
Stay Ahead with RMS
At Revenue Management Solutions, we help restaurant brands optimize their menus for profitability and performance by combining advanced AI-driven tech solutions with human expertise so you can set the right price, at the right time, for every item on your menu.
Ready to boost your chicken category performance? Explore how RMS’s pricing intelligence can help you make smarter, faster menu decisions. Talk to our experts today.
