Mighty Wings are slated to return to McDonald’s soon. McDonald’s had offered the new bolder tasting wings from late September into November last year for a price of three for $2.99. But, reportedly, the wings did not sell as well as expected. In October, McDonald’s President and CEO Don Thompson said during an earnings call that the wings had not sold as well as the company had hoped. “Mighty Wings resonated with consumers but performed at the lower end of our expectations,” he said.
When Mighty Wings are rolled out once again, the price may be lowered. “There’s a couple of things we can improve on, one is still affordability,” Thompson said in the October call. “A dollar per wing was still not considered to be the most competitive in the current environment.”
McDonald’s had bought so many wings for the Mighty Wings roll out last year that it drove up market prices, then had to price Mighty Wings too high to sell briskly. “They underestimated their own impact on wings’ costs,” said Wedbush Securities analyst Nick Setyan.
