U.S. Restaurants Boost Quick-Service Wing Sales with National Day Promotions and Digital Deals

July 29 marks National Chicken Wing Day, a culinary celebration that has grown in popularity since its 1977 inception in New York. This year, U.S. restaurants are offering a variety of promotions to capitalize on the occasion, reflecting the enduring appeal of chicken wings as a menu staple. According to industry data, Americans consumed over 1.2 billion servings of wings in the past year, underscoring the category’s significance in the quick-service food sector [1].

Buffalo Wild Wings is among the key participants, offering six free wings with any $10 order, accessible via the app using the code FREEWINGS. Zaxby’s is targeting loyalty program members with a “buy one, get one free” deal on boneless wings, alongside complementary offers for chicken fingers and discounted salads. Wingstop is providing five free wings with qualifying purchases, while Popeye’s is rolling out a multi-tiered promotion, including free six-piece bone-in wings with in-store purchases and a buy-one-get-one deal through delivery partners like DoorDash and Uber Eats.

Other notable players include 7-Eleven, which is extending buy-one-get-one-free deals on wing orders for members of its loyalty programs, and Whataburger, offering a free nine-piece order of boneless wings with a purchase. Applebee’s is emphasizing takeout with a “buy one, get one free” deal, while Hooter’s is focusing on dine-in customers with a 10-for-10 wing offer. These promotions highlight the diverse strategies employed by restaurants to attract customers, ranging from price discounts to loyalty incentives and delivery partnerships [2].

The competitive landscape is further shaped by the integration of digital platforms. Many promotions require app usage or online ordering, aligning with broader consumer trends toward convenience and digital engagement. For example, Buffalo Wild Wings and Popeye’s have tailored offers for app users, while 7-Eleven is leveraging its rewards programs to drive traffic. This shift underscores the industry’s adaptation to changing consumer behavior, particularly the preference for contactless transactions and home delivery [3].

The timing of these promotions also reflects strategic planning. By announcing deals weeks in advance, restaurants aim to build anticipation and ensure customer awareness. This approach aligns with industry practices of staggered marketing campaigns to maximize reach and impact. Additionally, the inclusion of both national chains and regional players—such as Wingstop and Zaxby’s—demonstrates the broad appeal of chicken wings and the value of localized marketing [4].

While the immediate goal of these promotions is to boost sales, their long-term implications for brand loyalty and customer retention remain to be seen. Loyalty programs, such as 7-Eleven’s rewards scheme, not only incentivize repeat visits but also facilitate data collection for personalized marketing. The success of these campaigns may influence future strategies for themed holidays, particularly in fast-casual dining, where price sensitivity and brand differentiation are critical factors [5].

The event also highlights the role of partnerships in the industry. Popeye’s collaboration with DoorDash and Uber Eats exemplifies how restaurants are leveraging delivery platforms to expand their reach. Similarly, 7-Eleven’s multi-brand promotions across Speedway and Stripes locations illustrate the potential for cross-network marketing. These strategies underscore the importance of collaboration in driving foot traffic and enhancing customer experience [6].

Source: [1] https://fortune.com/2025/07/29/national-chicken-wing-day-2025-free-food-discounts-popeyes-zaxbys-buffalo-wild-wings-wingstop/

[2] https://www.today.com/food/restaurants/national-chicken-wing-day-deals-2025-rcna216186

[3] https://m.economictimes.com/news/international/us/national-chicken-wing-day-2025-heres-how-and-where-to-get-free-wings-and-big-deals-on-july-29/articleshow/122961872.cms

[4] https://www.freep.com/story/entertainment/dining/2025/07/28/national-chicken-wing-day-deals/85411236007/

[5] https://www.themirror.com/lifestyle/food-drink/national-chicken-wing-day-2025-1295594

[6] https://www.nj.com/food/2025/07/national-chicken-wing-day-2025-deals-at-buffalo-wild-wings-applebees-more.html