Applebee’s thinks it knows the way to your heart: Cheetah-flavored wings

Applebee’s thinks it knows the way to your heart: Cheetah-flavored wings

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Customers can start ordering on Wednesday at Cosmic Wings, which is available at Uber Eats. On the menu: wings with two exclusive Cheetos sauces, original and Flamin ‘Hot, plus cheese bites, chicken legs, waffle fries and onion rings. The brand will operate on approximately 1,300 Applebee businesses across the country, but does not have its own restaurants.

Convenient food chains like Applebee’s, which suffered even more during the pandemic than some other restaurants, experimented with virtual brands as a way to increase sales and to use well-equipped kitchens at a time when more people are ordering deliveries. Sales at Applebee’s restaurants fell 13% in the third quarter of 2020.
Cosmic Wings will be launched on Wednesday.

Applebee’s has already tested a similar concept called “Neighborhood Wings at Applebee’s”, which was launched in the spring. Applebee’s is getting the concept underway as it launches the new brand, says Scott Gladstone, VP of strategy and development for Applebee’s.

“[Neighborhood Wings] was our first visit to a virtual menu, “he said.” We learned a lot … one of the great students was that we had to offer something exclusive and popular. “

PepsiCo, which owns Cheetos, and Applebee’s co-developed the recipe for Cheetos wings, Gladstone said.

Although the idea for the article started before the pandemic, the timing for the launch seems ‘good’, Gladstone said. Convenient food that travels well, such as wings and pizza, sold well during the pandemic. Consumers are also grabbing nostalgic snacks like Cheetos.
PepsiCo launched a Cheetos mac & cheese product during the summer. Last year, Cheetos’ double-digit sales grew. PepsiCo (PEP) said in its latest earnings statement.

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