It’s Just Wings, and That’s Perfectly Fine
The popularity of an online-only brand made in Chili’s restaurants with a singular focus illustrates how delivery apps are reshaping the industry.
No babyback ribs here.
Photographer: Chili’s
When Chili’s corporate parent reports earnings Wednesday, investors will be looking for details about the performance of a flashy novelty: It’s Just Wings, an online-only restaurant with a super-short menu featuring — you guessed it — mostly just wings.
Brinker International Inc. tantalized investors last year when it said the concept was on track to notch $150 million in annual sales – an impressive feat for a restaurant that debuted in June, exists only online and fulfills orders placed on Doordash from Chili’s and Maggiano’s kitchens. It’s among an explosion of digital-only restaurants, often centered on a particular menu item to help attract hungry diners looking for a specific dish. These virtual outposts can be backed by “ghost kitchens” that lack a physical storefront or, as in the case of It’s Just Wings, existing eateries with space and labor to spare. Chains and independents alike have been using them as a low-cost way to try new dishes and ideas — something that only became more urgent when the pandemic hit.