Competing Chicken Chain Wingstop Takes Aim at Raising Cane's
In the fast-paced world of the restaurant industry, competition is fierce, and trademark battles are not uncommon. The latest skirmish is over the term "National Chicken Tender Day," with Wingstop filing an application to trademark the phrase.
Veteran restaurant industry reporter and editor Lisa Jennings has been following this development closely. Wingstop, known for its premium chicken tenders made from tenderloin and hand-tossed in 12 bold flavors, is positioning this move as a way to distinguish its product from competitors’ chicken fingers or strips, particularly targeting Raising Cane's, another player in the chicken tender market.
The trademark application is pending, and approval is not guaranteed. However, if successful, Wingstop aims to officially own the term and capitalize on the marketing opportunity. Meanwhile, Huey Magoo’s, another competitor, already holds a trademark on the phrase "Filet Mignon of Chicken," highlighting a similar premium positioning in the chicken tender market.
This move by Wingstop is seen as a direct challenge to competitors like Raising Cane’s and Huey Magoo’s, who may need to reconsider their marketing strategies involving chicken tenders or fingers. Interestingly, Wingstop is celebrating "National Chicken Tender Day" with promotions around its crispy tender meal offerings, but no specific deals have been mentioned for the day.
On a lighter note, Snoop Dogg, a longtime friend of Raising Cane's founder Todd Graves, made a surprise visit to a Las Vegas restaurant this week. He took orders, posed for selfies, and showed off his new French bulldog puppy "Baby Boy Broadus." Snoop Dogg also handed out copies of his new album, "Iz It A Crime?"
Huey Magoo’s, however, is not observing "National Chicken Finger Day" as a holiday. Instead, they are giving "Finger Day" the proverbial finger, choosing to celebrate on July 27 by giving away five free Tender Bites with the purchase of any 3-piece or larger Tender Meal (at participating locations).
As for Raising Cane's, they are not cowed by trademark threats, but did not respond to requests for comment. The outcome of Wingstop's trademark application will determine the extent of impact on competitors’ marketing efforts involving chicken tenders or fingers.
Sources: [1], [2], [3], [4]
Note: This article does not contain information about National Chicken Wing Day promotions by Wingstop or Facebook, Twitter, and LinkedIn mentions.
In the restaurant industry's competitive landscape, Wingstop's attempt to trademark "National Chicken Tender Day" signals a potential shift in the food-and-drink business, aiming to elevate their premium chicken tender offerings and create a distinct brand identity. Meanwhile, Huey Magoo’s, another player in the same market, has already established its premium positioning through the trademarked phrase, "Filet Mignon of Chicken."
