10 flavors beneath the Wingstop

MANILA, Philippines - They like to be known as the “Flavor Company,” and they can name 10 good reasons why. There are 10 different flavors to choose from on the menu of Wingstop, which specializes in flavorful wings. 

“Oftentimes people ask us if we are a buffalo chicken company,” Paolo del Rosario, Wingstop VP for marketing and business development, says, “but actually, we are a flavor company. We’re currently serving 10 flavors. It’s one of those things where you have to find your own flavor, whether you’re a sweet kind of person, or you like something tangy or savory. It’s one of those concepts that keeps getting better as you come back to it.”

Their top three bestsellers are the Louisiana Rub, Garlic Parmesan, and Hickory Smoked BBQ. The Louisiana Rub happens to be del Rosario’s personal favorite. “I am completely addicted to it,” he says. “It’s like a dry rub, not oozing wet with sauce but just herbs and spices such as cayenne and garlic.”

While the sweet and smoky flavor of the Hickory Smoked BBQ sauce appeals to the Pinoy’s typically sweet palate, kids just love the Garlic Parmesan flavor. The vinegar in the classic Hot Buffalo wings, made rich with butter, gives it its tangy flavor. The Mild Buffalo has the same flavor profile but with less heat, while Cajun is like the hot buffalo with Cajun spices added. Lemon Pepper is citrusy and salty at the same time, while Teriyaki has the Asian mix of sweet and soy flavors.

“Atomic is super-hot. It’s only for the brave,” del Rosario says. “You can dip it in Ranch, or what they call Texas catsup, since they have it on everything, on fries and pizzas.”

The newest flavor on the list is Mango Habanero. “It’s a creeper,” Del Rosario says. “It starts sweet, then bang. Sweet meets heat.”

All 10 flavors were developed in the US, where the brand was born in Dallas, Texas, about 20 years ago. There are now close to 700 stores worldwide, with the first franchise territory started in Mexico just a few years ago. In Asia, the first store was opened in Singapore, followed just a few months later by the Philippines, and shortly after, in Indonesia.

The first store in the Philippines opened July 2014 in Eastwood. Now there are eight stores around Metro Manila: in TriNoma, BGC, Glorietta 2 in Makati, Ayala Fairview Terraces, Greenhills Promenade, and UP Town Center. The latest store to open is in Estancia Mall, Capitol Commons, and before the year ends another one will open in Alabang Town Center.

“We are not a fast food,” Del Rosario clarifies. “What space retailers like to call us is ‘fast casual.’ You still have to wait for your food. Unlike fast foods that precook a lot of things, we don’t do that. Our wings are cooked to order, so what you get is always fresh.”

The wait takes about 15 to 17 minutes, which is just enough time to complete the entire process: taking out the raw chicken wings stored in the chiller, dropping them in the fryer, then saucing and tossing them.

“The chicken is not marinated. We fry the chicken naked, just by itself, not battered. The crispiness comes from the way it’s fried. The flavor comes from our proprietary sauces,” Del Rosario says. “To give it an even coating, we toss it to make sure that everything is coated and the flavors come through every bite you take.”

“Another point of differentiation for us also is the size of our chicken wings,” he says. “We import our chicken from the US because our standards require us to serve much bigger wings. Our wings are the biggest in the country.”

While local wings number 15 to 16 pieces per pound, Wingstop counts eight to 10 pieces per pound.

Wingstop also offers chicken tenders as well as boneless chicken bites, made from fresh chicken breast that’s seasoned, hand-battered then fried as ordered.  They also have combo meals with chipotle rice. “It’s among our fastest moving. Some would order extra rice just to take home.”

Del Rosario had his first taste of Wingstop in Los Angeles. “I found it too good not to bring to the Philippines.” He trained in Dallas together with his business partners and the opening team. “I worked in the store. I cleaned the fryers. I cleaned the floor. I did everything. It was fun. It was something we needed to do to understand what this brand is all about. I got there on Super Bowl Sunday for my training and it was crazy. It’s a cult brand in the US. I saw the business opportunity.”

The reception here has been very good. He tells the story of a loyal customer who has been following their store openings. He’d drive all the way from his home in Bulacan, together with his family, to get their wings at the Wingstop store in Eastwood. “When we opened at UP Town Center, he followed us there, then also in Fairview when we opened there. We see a lot of regulars coming back every week or twice a week. Our store managers know them by name and their usual order.”

Del Rosario says you have to try the different flavors. “I guarantee you’ll find something that you like, and once you know, you’ll definitely be coming back.”