Wing wars: New eateries fight for your dollars

Today marks the return to the gridiron for most college teams around the nation, but another battle looms almost as large in Hidalgo County.

All sides say they’re ready for what promises to be an exciting competition: the fight over the fried chicken wing — and the people who spend their Saturday and Sunday afternoons watching football in sports bars.

Four new Buffalo Wings and Rings franchises and newcomer McAllen-based Buffalo’s Tilt Sports Bar and Grill will take on veterans Hooters, Wingstop, Buffalo Wild Wings Grill and Bar and Jackson’s Sports Bar and Grill and other eateries for your dining dollars.

Most of the new restaurants are expected to open before fall ends.

“It’s going to be competitive,” said Steve Ahelnius, president of the McAllen Chamber of Commerce. “There’s going to be a scramble for market share.”

Steve Del Angel, owner of Jackson’s, said he’s not afraid.

“With the quality of our wing, people will come in,” he said. “With all these new places, they get the cheapest, smallest wing and the least amount of meat.”

Them’s fightin’ words.

The dominant Wing Stop, with seven Rio Grande Valley locations, is not sitting back quietly either. According to the company’s Web site, the self-proclaimed wing experts are planning to open another location in Edinburg.

Buffalo’s Tilt is the only restaurant that can claim the mantle of local restaurant. Owner Tony Izaguirre said he’s not worried about the competitors. He’s actually trying to build his restaurant into a chain, but not being a chain as its advantages.

“That’s why I’m in the comfort zone. The food is already good as it is and I’m still trying to make it better. They gotta stick to corporate regulations,” he said. “If you taste my wings, they’re going to have to battle with me and I’m serious.”

Buffalo Wings and Rings, meanwhile, are coming on a strong. Just two months ago, they had one location in Edinburg. In July another opened in Weslaco. By November, the company will have five Valley restaurants, said Philip Schram, owner of the Cincinnatti-based eatery.

The latest location in Weslaco has performed well in its first month despite some problems with vehicle traffic, said Jim Franz, general manager.

The Buffalo Wings locations will work together to target advertising dollars and take on the Valley’s old hands, Franz added.

“The spirit of competition is driven within our four walls,” Franz said. “We’ve got to make our own customers happy each and every day and once that word of mouth goes out, we take care of our own future.”

The explosive growth in wing restaurants is following a national trend in the eatery industry toward fast-casual. The $8 to $15 a meal range is where consumers have continued to spend money during the recession, said Keith Gellman, owner of Restaurantchains.net, a Web site that tracks restaurant openings and industry trends.

“That’s where people are spending money,” he said. “There’s dozens of concepts that have French fries and chicken wings.”

Sean Gaffney covers business, the economy and general assignments for The Monitor. He can be reached at (956) 683-4434.