If you’re going to introduce a new product, you might as well do it with flavor, energy, and a line around the block.
To celebrate the launch of their New Crispy Tenders, Wingstop took the bold route. No press conference. No safe little sample table. Instead, they dropped ‘Bar Tender by Wingstop,’ a two-night-only pop-up in NYC where fans, creators, and flavor lovers could quite literally get (their chicken tenders) sauced.
Bar Tender by Wingstop reimagined the popular Jolene Sound Room in Brooklyn for a tasting experience through the lens of “flavor mixology.” Guests were invited to enjoy all 12 of Wingstop’s iconic flavors, and mix & match to their heart’s content.
This pop-up was Wingstop’s universe brought to life: bold, flavorful, unapologetic, and full of moments built for the feed.
The Flavor Offering
The Sauce & Toss Bar was the heart of the experience. Fans got a taste of chef-made sauced, tossed, and remixed tenders in any way they wanted—guided by Flavor Flight Cards that served as their roadmap (and eventually, a stickered-up receipt of flavor bragging rights). You try Mango Habanero, you get a sticker. Hit 12/12? That’s flavor hall-of-fame status.
Content ON LOCK
The Mukbang Station was a crowd favorite, and not just for the influencers. Guests pulled up, got in front of the camera, and filmed their own tender-tasting videos. It leaned into how people already engage with the brand on social—mukbang-style content, big bites, bold reactions—and gave them a ready-made set to go all in.
For the Real Ones
Bar Tender by Wingstop was designed for Wingstop’s core consumer. The one who shows up for the bold, the extra, the indulgent. This is a fanbase that doesn’t just eat; they curate, remix, and celebrate their food. Bar Tender by Wingstop gave them a space to do all of that IRL.
And it worked.
- 3,000+ people pre-registered within a few hours
- 2M+ impressions across Wingstop’s Instagram
- A collab with @fuckjerry delivered +534% more impressions than average content
- Lines wrapped around two city blocks both nights
Tastes Better in Person
The brand showed up best in real life. This wasn’t a campaign you could fully understand in a recap—it had to be felt, tasted, experienced. And people showed up for it.
Bar Tender by Wingstop wasn’t just a celebration of New Crispy Tenders—it was a full-on flavor universe. An invitation to play. A reminder that food can be content, culture, and community all at once.
And most importantly—it’s a model for how Wingstop continues to ladder flavor into fandom.
