News

Wingstop launches new flavor for LTO

Smoke 9 is a mesquite dry rub with sweet garlic and spices that come together for a bold smoky flavor.

March 1, 2016

Wingstop has created a new flavor: Smoke 9, or #Smoke9 as it's called on social media.

It's a mesquite dry rub with sweet garlic and spices that come together for a bold smoky flavor, according to a company press release. Smoke 9 falls between Hickory Smoked BBQ and Lemon Pepper on Wingstop's heat flavor scale.

"Smoke 9 is named for the nine iterations we went through in order to perfect this flavor," said Larry Bellah, Wingstop’s director of flavor innovation. "Our fans love the Wingstop brand because of the bold, unique flavors we offer. So when we create a new sauce we work hard to ensure it's authentic and different from anything else on our menu."

To support the launch of Smoke 9, Wingstop is unveiling new TV and radio spots that celebrate the brand's fans. Based on the concept of hard work and hustle, the new spots highlight the passion with which Wingstop fans pursue life, according to the release.

"Who says success doesn't happen overnight?” asks the narrator in the aptly-named 'Overnight' TV spot. "That's exactly when it happens. Night after night, after night."

"Wingstop fans are passionate about the things they love, whether that's art, music or chicken wings," said Flynn Dekker, Wingstop’s CMO. "They don't back down from their ambition, and we at Wingstop relate to that attitude. Smoke 9 took us some time to perfect, but the moment we got the flavor right we knew the effort was well worth it."

Smoke 9 is a limited-time offering available until May 28 on classic and boneless wings.