News

Zaxby's relaunches Boneless Wings

January 16, 2008

ATHENS, Ga. — Zaxby's has announced the limited-time return of itsBoneless Wings, last offered in 2006. Zaxby's Boneless Wings are tender chunks of marinated chicken breast fried in a crispy coating and tossed in a sweet-and-spicy glaze.

During the 13-week promotion in 2006, Boneless Wings drove a 10-percent increase in same-store guest traffic and was one of the most successful product launches ever for the chain.

Boneless Wings will be available until the end of March on the chain's Meal Dealz menu, which features combination items that come with seasoned Crinkle Fries and a 22-ounce drink for $4.99 to $5.49. Guests may order Boneless Wings as a meal or a la carte.

To publicize the return of the guest favorite, the chain has enlisted the help of four celebrities for the next installment of its "indescribably good" advertising campaign that was rolled out last fall. Cameras captured amusing, unscripted responses from "American Idol: Season Three" runner-up Diana DeGarmo, actor John Schneider, NFL star Jerry Rice and NBA star Dominique Wilkins.

DeGarmo is a Snellville, Ga., native and former Miss Teen Georgia; Schneider is best known for his role as Bo Duke in the Southern-set "The Dukes of Hazzard"; Rice is a Mississippi native who ignited his football career at Mississippi Valley State University; and Wilkins is a North Carolina native who played for the University of Georgia and later was instrumental in the Atlanta Hawks' prominence in the 1980s.

Zaxby's has more than 410 restaurants throughout the Southeast, operating in 10 states: Alabama, Arkansas, Florida, Georgia, Kentucky, Mississippi, North Carolina, South Carolina, Tennessee and Virginia.