• Loading stock data...
Sunday, June 1, 2025

How a Losing Pistons Team Created the Hottest Wings in Detroit

  • Detroit-area restaurant locations are slammed after Pistons break losing streak.
  • Chain has experienced an extended rise in its revenue, net income, with sports standing as a key pillar.
Rick Osentoski-USA TODAY Sports

A run-of-the-mill local promotion with the Detroit Pistons turned into an unprecedented level of business and national-level publicity for the Wingstop restaurant chain, ironically by virtue the team’s historic losing streak.

This past fall, Detroit-area Wingstop locations began offering five free boneless wings to customers who ordered with the promotional code “PISTONS” following a victory by the team. The season-long offer represented a common tie-in between a restaurant brand and a local pro franchise. But as that promotion continued, the Pistons endured a 28-game, two-month losing streak that tied an NBA record for futility, set a new mark for a slide confined to a single season, and only ended on Dec. 30.

Waiting for a Pistons win, however, only heightened the anticipation among fans. A victory over Toronto to end 2023 prompted a run of business at local Wingstops topping all prior measures, and the redemption began a viral craze for the brand with an extended series of posts by fans, media, and influencers about the free wing offer finally becoming relevant.

Wingstop itself got in on the social media action, drawing more than 2.6 million views for a X post reading “Let there be wings” over a sped-up clip of a crowded series of escalators. 

Extended Rise

The unexpected success of the Pistons’ promotion tops a furious run of growth for Wingstop in recent months, with sports representing a key part of its marketing strategy and overall expansion.

The company has seen its stock rise more than 40% since the Oct. 30 start of that Pistons losing streak, and it reported in November a 26.4% rise in quarterly revenue, to $117.1 million, as well as a 46% jump in net income, to $19.5 million. 

“We have an elevated amount of ad fund investment to deploy, growing consistent with our system sales growth of roughly 30%,” said Michael Skipworth, Wingstop president and CEO, during a recent earnings call. “That’s allowing us to show up in more premium placements like live sports. We’ve shown up in the NFL in a big way. We’re showing up in the NBA right now.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

breaking

Pacers-Thunder Is Lowest-Payroll NBA Finals in Years

Neither team is in the luxury tax, despite rosters with multiple All-Stars.

PSG and the City of Paris Can Join European Soccer’s Elite

What a maiden Champions League title would mean for the French club.

MSG Tickets for Potential Pacers-Knicks Game 7 Start at $1,100

The current get-in price for a potential Game 7 is $1,099.

French Open Scheduling Sparks Backlash Over Women’s Time Slots

Coco Gauff has also said the French Open schedule could be improved.

Featured Today

How the Champions League Anthem Took on a Life of Its Own

The composer didn’t know he wrote a timeless hit three decades ago.
May 25, 2025

How Rolex Paved the Way for Luxury’s Love Affair With Tennis

“It’s almost impossible to think about tennis without thinking about Rolex.”
Mar 23, 2025; Miami, FL, USA; Alexandra Eala (PHI) reacts after winning a point against Madison Keys (USA)(not pictured) on day six of the Miami Open at Hard Rock Stadium.
May 24, 2025

Alex Eala Is Defying Her Country’s Odds to Make French Open History

The Philippines native has overcome a unique set of financial odds.
May 24, 2025

Indiana Is the Center of the Basketball Universe—Thanks to Both Pro Teams

The Fever and Pacers are thriving at the same time.

Steve Cohen Taps USTA’s Lew Sherr to Reshape Mets Off Field

The MLB club hires a top executive from the U.S. Tennis Association.
May 29, 2025

T-Wolves Face Roster-Building Questions After Another WCF Loss

The team has ownership stability entering this offseason.
Ovi
May 29, 2025

Capitals Say Ovechkin Retirement Email Was Sent in Error

Ovechkin is the NHL’s all-time scoring leader and has one Stanley Cup. 
Sponsored

Game On: Portfolio Players Stories, Brought to You by E*TRADE from Morgan Stanley

In Episode 7 of Portfolio Players, go inside the boardroom with Avenue Capital CEO and former Milwaukee Bucks co-owner Marc Lasry on Giannis’s future, women’s sports, and upstart leagues like TGL and Unrivaled. 
SGA
May 29, 2025

Thunder Poised to Dominate for Years After Winning West

OKC has the NBA’s best shot at a dynasty with the new CBA.
May 28, 2025

Mets Casino Project Moves Forward As Cohen Shakes Up Front Office

Scott Havens will depart as team president of business operations.
May 28, 2025

Terry Bradshaw Calls Steelers Pursuit of Aaron Rodgers ‘a Joke’

The Pro Football Hall of Famer lambastes the courtship of the mercurial star.
Ted Leonsis
exclusive
May 27, 2025

Where Do the Mystics Fit in a Rapidly Evolving WNBA?

The WNBA is increasingly divided between the new- and old-guard owners.