Wings Etc. is adding a new sauce presentation to the menu with a Ranch Flight launching Tuesday, Sept. 15. The limited-time offer introduces two new ranch flavors — for a total of five — and a three-sauce presentation designed to encourage flavor sampling, customization and incremental sales.
With the Ranch Flight guests can choose any three dips from the brand’s five house-made ranch flavors, including House Ranch, Ranch Fire, Parmesan Garlic Ranch and the brand-new Buffalo Ranch and Dill Ranch. The menu innovation expands the ways guests can dip, dunk, mix, match and customize their meals with Wings Etc.’s Big Flavor.
The promotion also introduces a new presentation format for Wings Etc.’s sauces. Wings Etc. has invested in a new melamine serving tray for dine-in orders designed to enhance the overall in-store presentation compared with serving sauces in individual 2 oz. portion cups. Beyond presentation, the new tray makes it easier for guests to sample and compare three flavors at once and mix flavors for complete personalization. It offers a way for guests to amplify any menu item, from wings to burgers, sandwiches and fries — even pizza.
“The Ranch Flight encourages guests to sample, compare and discover their favorite,” said Wings Etc. COO Chuck Moore. “Instead of simply serving dipping sauces, we’re creating an interactive flavor experience that serves up excitement.”
The expanded lineup of ranch-inspired flavors and the launch of a Ranch Flight reflects Wings Etc.’s commitment to Big Flavor. In addition to the timeless House Ranch; the bold and adventurous Ranch Fire; and the rich and savory Parmesan Garlic Ranch, Wings Etc. is introducing two new ranch sauces:
Dill Ranch starts with fresh dill finely chopped in-house. It’s stirred into classic ranch dressing with a splash of pickle juice for a bright, herb-forward dip that pairs perfectly with wings, wraps and sandwiches.
Buffalo Ranch blends the cool creaminess of ranch dressing with the tangy heat of Wings Etc.’s signature Buffalo flavor — another top sauce among Wings Etc. guests — creating a perfectly balanced bit of kick for wings, tenders and fries.
“Our objective is simple: When guests think about ranch, we want Wings Etc. to be the first brand that comes to mind,” said Moore. “By establishing our dominance with five ranch flavors and the Ranch Flight, we can create a unique competitive advantage, drive additional attachment sales, strengthen our flavor leadership and deliver an experience that guests can’t find anywhere else.”
Wings Etc.’s investment comes as ranch grows in broad consumer appeal. It was one of the most talked about flavors around the globe during the FIFA World Cup, rivaling hydration breaks for online buzz.1 But it’s been a favorite condiment nationwide for years.2 According to Datassential,3 75 percent of Americans like it or love it, more than any other dressing, and 44 percent of consumers have ranch weekly.
“We know how much our guests love ranch — it’s our top-selling dip,” said Wings Etc. CEO Rob Hensmann. “As the Ranch Authority, we give fans more of the Big Flavor they crave, with fresh new varieties and the ability to personalize our award-winning wings as well as any menu item.”
The Ranch Flight is a limited-time offer available in all markets. It will be served in a melamine tray for dine-in orders; carryout and delivery flights will be served in three 2 oz. cups. Pricing for the add-on is $2.69 to $2.99, depending on market.
