Wingstop says it is “giving the finger to chicken fingers.”
In news that will strike fear—or maybe just annoyance—in the hearts of marketing firms everywhere, the Dallas-based chicken chain has filed an application to trademark the term “National Chicken Tender Day.”
It’s a marketing gimmick, one assumes, to draw attention to National Chicken Tender Day, as Wingstop has declared is July 27. But the trademark application is real. (Whether it will be approved remains to be seen.)
Mark Christenson, Wingstop’s chief revenue officer, said in a statement that the move is an attempt to stake a claim. And it is clearly aimed at a certain competitor that features a menu of chicken fingers: Raising Cane’s.
“Some say that chicken fingers, strips and tenders are the same, but Wingstop isn’t buying it,” Christenson said. “We use premium tenderloin in our chicken tenders—the ‘filet mignon of chicken’—and hand toss-and-sauce in 12 bold flavors. By filing a trademark application to register ‘National Chicken Tender Day,’ Wingstop is giving the finger to fingers and staking our claim on our distinctive crispy tenders that fans crave.”
At Wingstop, National Chicken Tender Day will be celebrated all weekend, though there are no specific deals. Guests can order the 6-piece Crispy Tender Meal for 2, with two flavors, two sides and two dips, the company suggests. (But Wingstop is offering free wings on Tuesday for National Chicken Wing Day.)
The trademark filing for “National Chicken Tender Day” evokes the tussle two years ago over the term “Taco Tuesday,” which initially involved Taco John’s and Taco Bell (though others joined in). In that battle, the term was ultimately “freed” for wide use, allowing the world to enjoy tacos on Tuesdays without fear of repercussion.
Meanwhile, Raising Cane’s does not appear to be cowed in any way by trademark threats, though the company did not respond to requests for comment.
The fast-casual chain is celebrating National Chicken Finger Day on July 27 with the offer of a free chicken finger with every order of a Box Combo.
This week, Snoop Dogg came out to a Las Vegas restaurant to surprise drive-thru guests by taking orders (also posing for selfies, and showing off his new French bulldog puppy “Baby Boy Broadus.”)
Dogg, a longtime friend of Raising Cane’s founder Todd Graves, also handed out copies of his new album, “Iz It A Crime?”
Huey Magoo’s, meanwhile, also said it is “giving Finger Day the proverbial finger” by giving away five free Tender Bites with the purchase of any 3-piece or larger Tender Meal (at participating locations) on July 27.
The fast casual chain pointed out that chickens don’t actually have fingers.
And, watch out Wingstop. Regarding trademarks, Huey Magoo’s notes that it has trademarked the term “Filet Mignon of Chicken.”
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