In September, McDonald’s introduced Mighty Wings. These spicy snacks were originally expected to be a tremendous hit with consumers and add yet another category to the McDonald’s menu that would compete with wings sold in other fast food chains.
Unfortunately for McDonald’s things didn’t work out exactly as planned. It seems that as we move forward into 2014, the fast food giant has about 10 MILLION pounds of unsold Mighty Wings. McDonald’s is looking to dispose of this gargantuan inventory as quickly as possible.
10 million pounds is a lot of wings. So what exactly happened there, anyway?
McDonald’s purchased 50 million pounds of wings for it’s limited time product introduction. About 20% of that original inventory remains unsold. Consumers didn’t think the Mighty Wings were quite as mighty as McDonald’s had hoped.
While Mighty Wings reportedly tasted great, consumers apparently had a problem with what they may have considered a mighty price.
At more than $1 per wing for orders under 10 wings, the price “was not the most competitive,” Don Thompson, McDonald’s chief executive, told Bloomberg Businessweek. Three wings were sold for $3.69, five for $5.59 and 10 for $9.69. Three wings are barely a snack. A restaurant appetizer wing portion is usually six. And while you’re paying more than $3.69 for that appetizer — it isn’t fast food. Next, take into consideration that an order of 20 piece Chicken McNuggets is about $5.00 (depending on your location) and you can see why folks weren’t thrilled about paying close to $10.00 for 10 chicken wings.
In an attempt to sell 10 million pounds of wings, McDonald’s will now lower the price of Mighty Wings to $2.99 for three, according to the Wall Street Journal.
Even at a discount, that’s still a lot of wings to sell. FoodFacts.com really can’t imagine what 10 million pounds might actually look like. Especially frozen.