McDonald's Mighty Wings simply didn't fly with customers, and now the chain appears to just want to break even on them. Reports in December predicted that a promotion would be coming, and it's here: Instead of selling the wings at a buck each, McDonald's is now offering them at a rate of five for $3, or 60 cents per wing, Businessweek reports. That price will result in either breaking even or a small loss, says an analyst. But "they’ve paid for those wings. If they don’t sell (them), they would have to eat the entire loss."
A McDonald's rep indicates to USA Today that Atlanta and Chicago might bear some of the blame for the flop: "While pricing during the national advertised launch was consistent with the test markets (Atlanta and Chicago), those markets were heavy wing markets which did not reflect some of our broader customers feelings towards the price and spice of the wings." Now, the discount will continue "until supply runs out"—and there's a big supply—says the rep, who notes that while the price has changed, the level of spice has not, though there's now "more awareness" of it.