Summary
In 2022, Wingstop set out to launch its biggest innovation yet: a fried chicken sandwich. The chicken sandwich was available in any of Wingstop's 12 soul-satisfying flavors. The problem? Wingstop was showing up three years late to the chicken sandwich wars and consumers were happy with their go-to favorite. We leveraged social media listening tools to dig under the surface of consumers' relationships with their favorite brands and discovered that consumers felt a deep sense of loyalty to their favorite brands. The thought of straying felt like an act of betrayal. Right then we understood how consumers would think...