As the dust settles on Super Bowl LX, the data is in: America’s appetite for chicken wings is still high. While fans were locked into the game, restaurant owners were busy keeping up with a surge in demand that outpaced last year’s performance. Super Sunday is one of the biggest days of the year for wing orders, so any increase in transactions is a big impact.
Toast analyzed same-store restaurants on the platform that sold chicken wings in both 2025 and 2026. Prices, transactions, and sales were all up in 2026.
By the Numbers: Higher Volume, Relatively Steady Prices
The 2026 Super Bowl season saw a disciplined but clear increase in consumer spending and appetite. Here is the national breakdown of how the wing market shifted year-over-year:
National Median Price | $14.99 in 2025 vs. $15.18 in 2026 |
National Median Price Increase | +1.3% |
Total Transactions (Orders) | +1.5% |
Gross Merchandise Volume (Sales) | +2.4% |
Despite inflationary pressures, chicken wing prices at restaurants on the day of The Big Game remained relatively stable, ticking up only 1.3% from $14.99 last in 2025 to $15.18 in 2026.
Gross Merchandise Volume (GMV) grew +2.4% year-over-year, and transactions grew +1.5%.
Regional Outliers
While the national median price saw a modest bump, the "State of the Wing" varied significantly depending on where you were rooting from. Several outliers emerged as the most (and least) expensive places to grab a basket of flats and drums. This could be for several reasons, including guests placing smaller or larger orders in specific areas, restaurants offering different portions than last year, or restaurants discounting prices to remain competitive.
States with the most expensive wing orders on Big Game Sunday
Nevada: $16.99
New Jersey: $16.80
Connecticut: $16.60
Florida: $16.19
California, New York, Hawaii: $16
States with the least expensive wing orders on Big Game Sunday
Wisconsin: $13.21
Kansas: $13.62
West Virginia: 13.66
Louisiana: $13.75
Nebraska: 13.86
States with the largest price increase compared to last year
Idaho: +9.1%
West Virginia: +8.2%
Oregon: +6.8%
Iowa: +6.7%
Nevada: +6.2%
States with the smallest price increase compared to last year
Arkansas: -4.5%
Oklahoma: -3.7%
Missouri: -0.9%
Ohio: -0.6%
Texas, Louisiana: -0.1%
Why the Stability?
You might be wondering why your wing platter didn't jump dramatically in price this year. The answer lies in the supply chain. According to Texas A&M AgriLife Extension Service economist and professor David Anderson, wholesale wing prices leading into The Big Game were $1.12 per pound, compared to $1.99 per pound for the same week last year.
While restaurants have to factor in labor, packaging, and all of the other expenses it takes to run a business, the lower cost wholesale wings allowed operators to keep menu prices relatively stable for the general public, resulting in that slight 1.3% median increase.
Methodology: Data from applicable same-store restaurants on the Toast platform that sold chicken wings on Feb. 9, 2025, and Feb. 8, 2026. All restaurant types were included in the analysis.
