Wingstop is officially coming to Buffalo. Franchisers who open and operate 3 locations in Rochester are expanding to the Queen City. Specifically on the busy and trendy Hertel Avenue at Delaware.

READ MORE: Wingstop Coming to Buffalo 

People in Buffalo are taking the news as expected: they laugh at it. They say it's not needed because Buffalo, the birthplace of wings, has enough amazing local spots. They say the wings aren't even good.

It's a fact that wings in Western New York are superior to wings everywhere else. It's also true that there are an overwhelming amount of places to get good wings in and around Buffalo. However, Wingstop in Buffalo is no laughing matter for local businesses.

Wingstop could be a problem. Not for consumers; the people who buy wings. Wingstop could be a sign of bigger problems for local businesses.

Wingstop joins two other national wing chains that have already entered the market: Buffalo Wild Wings and Atomic Wings. Both received similar reactions from locals in that they didn't take it seriously on social media and at the metaphorical water cooler. The reality is, though, neither is going anywhere anytime soon. Both are busy. Both are making money. Both are offering, in many cases, better price points than local businesses, and that is where the problem could be.

Wing Prices in Western New York

People in Western New York have been questioning, dare we say heated about (pun intended), the prices of wings at local spots. During the pandemic, the price of wings skyrocketed. This all began when suppliers who sell bulk wings to businesses were dealing with a wing shortage. This caused the supplier price to increase drastically, which meant restaurants had to raise their prices to compensate. It became normal for wing prices to be above $20 for 10 (or, in one case, 9) wings. That's unheard of in Buffalo, where ten wings for $10 and even better deals were commonplace.

Since then, wing prices have come down, but in some cases not even close to pre-pandemic levels. This is despite the fact that wing pricing from suppliers has returned to pre-pandemic (low) costs.

An important note after writing all of that: this isn't a condemnation (ripping) of local restaurants. It's a very difficult business, and turning a profit is always a struggle. If you're in the restaurant and/or bar business, you can expect two things to always happen: taxes will be due, and costs will rise. I don't blame them for charging more. Plus, the market dictates the price. If a restaurant down the road is charging $20 for wings, why wouldn't you at your restaurant? Clearly, people are still buying them even though they complain about the cost.

Wingstop Could Be A Problem For Buffalo, New York

This is why Wingstop might be a problem. Their pricing isn't historically amazing, but you get a lot of perceived food. A 6-piece (yes, six pieces. Eye roll, right Buffalo?) comes with fries, your choice of sauce, and a drink for roughly $13. That's not amazing, but when ten wings, fries, and a drink are $28 (for example) at a local spot, even if you do get a lot more and much better quality, people will notice the difference. While some people can easily down ten wings, this Wingstop meal is more personalized for the individual at a lower price point than getting 10. That's attractive to people.

The fast food nature also makes it massively more convenient. Good wings take a relatively long time to cook. 15 minutes in the fryer, saucing, and plating: you can expect 20 minutes or more from the time you order to the time it hits your table. Wingstop turns orders around much quicker, and with everyone so busy and broke but needing to save time and effort because they are exhausted, they will start going to Wingstop because it's there, it's fast, and it's cheaper.

This is the problem, and we are already seeing it happen with pizza in Buffalo. Franchises will undercut and outperform local restaurants in quantity and speed, thus reducing their sales and bottom line.

Will this be a problem for places like Bar BIll, Anchor Bar, and Duff's? No, because they are tourist magnets. It's the local spots people have loyally gone to for years in danger.

Pizza is already under attack, and most of the places that could feel the pinch from Wingstop are pizza places. Little Caesars has roared into the market, expanding rapidly. While people may think and say their pizza is lower quality, you simply can not compete with the price point of a large pizza, which is under $10, especially when most local places are charging well over $20 for a large. So, the local pizzeria is getting squeezed for pizza and wings.

How Local Businesses Might Compete

While you don't want to react to everything that happens instantaneously, this has become a slowly building trend. That means local eateries need to start paying attention. I'm not an expert, but I did own a pub for 7 years. It failed, ultimately, but the lessons I learned are ones I wish the team I was part of would have considered,came up with, learned, and used. Understand that none of these ideas will make a local restaurant rich. It's about keeping your audience while growing beyond who you already have with practical ideas so you can compete with your competitors... and the Wingstops of the world. Here are some suggestions:

Bars bringing back old staples like $.25 or $.50 wing nights is a good start. Make your money at the bar by luring them in with cheap eats. Some places have done this already. If you're not, consider it. It's always been a favorite of locals, and you should be making a lot more off your liquor and beer than your food.

While it might cause some eye-rolling, it might be time to start using the Wingstop model. Ordering wings is usually a group decision and shareable. Make more personalized options to lure the individual in more consistently. Offer a 6-piece and fries for a similar, or better yet less, price than Wingstop. Fries are very cheap to throw in a meal for a restaurant compared to other things, that's why they are always offered. Honestly, 5 Wings feels like a more natural fit, considering that we do things in 10s here. Offer five wings and A LOT of fries for takeout at $10. This undercuts Wingstop and Buffalo Wild Wings while likely still making you a profit.

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Consider the fan-friendly pricing model that teams like the Atlanta Falcons have. While you're not running food services for an NFL franchise, the model is interesting. Charge low prices for the common, cheap things on your menu and premium prices for the premium items. Wings really aren't a premium item. Steak is. Apps like fries, mozz sticks, and other fried foods bought frozen in bulk from Cisco don't need to cost $10. Yes, some people will come in and just buy those, but what I learned was how shortsighted this worry can be, especially for bars. Have a cheap bar or value menu to, once again, lure people in. It can be take-out only if that makes you feel better. It's a SMALL menu, but it's very low priced, and people will absolutely compare your low prices to Wingstop's and spread the word that you can get better food for lower prices at the local place.

Advertising on radio and traditional media is back. I'm biased here, but industry marketing trends will tell you this is true. Radio works, and if you have a good commercial that stands out while sticking to a consistent advertising schedule, it will bring you a lot more customers. When competition grows, you need to do everything you can to tell people you are there and have great things. They won't remember on their own. A Facebook post will not help you. Contact our Director of Sales, David Crumb, at 716-796-0058 or David.Crumb@TownsquareMedia.com.

If you're not going to change your pricing or add cheap options, then the one thing you must do is make sure your wings, and food, is simply the best. There can be no excuses and no cut corners. $20 or more for 10 wings better be an experience for your customer every time. With competition coming in targeting you, now is the time to be very buttoned up.

Local businesses, don't let the big guys push you out. Also, don't be like so many who go out of business, blaming everyone else for their failures. Even if you don't like this advice, we can agree that owning a restaurant is a constant game of adjusting your menu, finding the right price points, and competing with others. So compete and innovate. Or die.

Pat McMahon can be heard on 92.9 BUF on weekdays from 10 am to 3 pm. 

17 Amazing Food Spots in Village of Kenmore, New York

There are plenty of places throughout Western New York to get amazing food. Every town and village has a spot that can satisfy a craving. When it comes to the Village of Kenmore, New York, there are at least 18 places that have incredible eats within a mile or so, making it an easy-to-walk tour if you're feeling hungry.

Gallery Credit: Google Maps

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