Delivery

Virtual wings concept takes flight at Dickey's

Photo: iStock.

April 1, 2021

Dickey's Barbecue has launched its first virtual brand, Wing Boss, featuring pit-smoked wings to the insanely hot restaurant chicken wings category, a news release said.

Dickey's Barbecue has launched its first virtual brand, Wing Boss, featuring pit-smoked wings in the crazy-hot restaurant chicken wings segment. Wing Boss first launched at the original Dickey's location in Dallas, Texas, and has since expanded to over 40 restaurants with what the company said is continued growth month-over-month, according to a news release.

Serving as a new revenue stream for franchisees, Wing Boss will also debut in 20 more locations this month alone. Dickey's said that since it introduced the virtual brand, the company has seen an incremental increase in profits of over 1%.

"Wing Boss not only makes our pit-smoked wings and tenders more accessible, it's also an innovative business model built to cater to today's times," Laura Rea Dickey, Dickey's CEO, said in the release. "As a family-owned company, we are always looking for ways to support our owner/operators and Wing Boss creates an additional opportunity to expand their earning potential and capitalize on the delivery trend of today's convenience-minded consumers. Due to the uniqueness that smoked chicken brings to the category, we are continuing to invest in the brand and scale it across all of our locations. Our continued innovation plays a huge role in our brand's rapid growth and we have no plans of slowing down."

Available in group packs, combos or by the piece, customers can choose from bone-in or boneless wings which have been pit-smoked over hickory wood.

The 80-year-old Dickey's brand includes over 500 locations in 44 states.