Mexico’s Wings Market quintuples in just 4 years

By Elliot Bullman

Wings Army exemplifies how the sale of wings has become a 'juicy' market in Mexico. In 2013 there were 60 players in the business, while today they total 300.

On November 10, Wings Army opened its 163rd restaurant in Ciudad Obregón, Sonora. This keeps it in line with its average plan of 18 openings per year.

Mexico’s Wings Market quintuples in just 4 years 3

The chain is an example of the way in which the sale of wings has become a 'juicy' market in the country; while in 2013, 60 specialized companies operated in the business, currently they add up to 30. That means the market has quintupled.

Among the main players are Wings Army, WingStop, Buffalo Wild Wing and Las Alitas, whose market is 20 to 35 year olds.

The 'recipe' to attract these consumers includes the sale of alcoholic beverages, transmission of sporting events, live music and an average ticket that goes from 160 to 180 pesos.

Mexico’s Wings Market quintuples in just 4 years

Hugo Vela, national president of the National Chamber of the Restaurant and Seasoned Food Industry (Canirac), explained that the number of specialized units in this product is growing at an average rate of 10 percent, encouraged by consumer demand.

The expansion in the number of players was also reflected in the value of the business of the wings in Mexico.

According to Euromonitor International, between 2012 and 2016, revenues from this fast food segment increased by 22.6 percent, rising from USM$639.2 to $783.4.

Mexico’s Wings Market quintuples in just 4 years 2

According to data from INEGI, sales volume and packaging of chicken reached 965.7 thousand tons at the end of September 2017, which represented an increase of 11.8 percent compared to the first 9 months of 2012.

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