The Office Tavern Grill sells 40K wings thanks to 76-cent deal

The basics:

• The Office sells 40,000+ wings across East Hanover, Morristown, Ridgewood, Summit
• Promotion offers wings for 76 cents each with six new flavors
• Top flavors include spicy buffalo, apple barbecue, garlic parmesan, lemon pepper
• Success could shape future menu updates, long-term pricing strategies

After The Office Tavern Grill launched a promotion offering chicken wings for 76 cents apiece, customers flocked to take advantage of the deal.

Since the special debuted last month, the 40North Restaurant Group-owned concept has sold more than 40,000 wings across its locations in East Hanover, Morristown, Ridgewood and Summit.

Previously, the item sold as an appetizer of eight wings for $16.

Along with introducing more accessible pricing for one of its most popular menu items, The Office rolled out six new flavors: garlic parmesan, teriyaki, lemon pepper, Memphis dry rub, spicy peach and Nashville hot.

The new flavors joined the menu’s existing wing lineup of spicy buffalo, apple butter barbecue, soy ginger and black garlic.

Still the standard

According to The Office, spicy buffalo emerged as the top flavor choice, accounting for 25% of all wings ordered. Apple barbecue (14.4%), garlic parmesan (12.4%), lemon pepper (12.2%) and Memphis dry rub (8.5%) rounded out the top five.

40North Vice President Kevin Felice told NJBIZ that the Morristown-based hospitality group wasn’t surprised that spicy buffalo was the most popular.

“It’s still the standard people measure everything else against. What stood out to us was the strength across the board. Apple barbecue, garlic parm and lemon pepper were all right there, which tells us guests are comfortable exploring the menu,” he said.

The data reinforces what we’re seeing everywhere, guests are looking for value and relief from price increases, without sacrificing quality.
— Kevin Felice, vice president, 40North

According to Felice, the response could influence future menu updates and limited time offers at The Office.

“The data reinforces what we’re seeing everywhere, guests are looking for value and relief from price increases, without sacrificing quality,” he said.

Value without compromise

Felice also said the success of the program could shape long-term pricing strategies.

“Seeing dry rubs and citrus‑forward flavors perform as well as they did gives us confidence to build on those profiles,” he explained.

Felice went on to say the goal of the promotion “wasn’t just to drive traffic.”

“It was to give guests a reason to try more flavors and leave feeling like they got real value without compromise,” he said, adding, “The promotion has really resonated with our core guests, who already know and love our wings. We’re also seeing it bring people back more frequently and introduce the brand to guests who may not be as familiar with the brand, which is exactly what we hoped to accomplish.”

In addition to offering elevated American comfort food, The Office is popular for being one of the first restaurants in New Jersey to offer 40 beers on tap. The lineup includes rotating selections, local brews and a curated beer list.

Not clucking around

The promotion comes as chicken wing prices in the U.S. continue to fall, thanks to higher production and larger supplies. For restaurants, the lower ingredient expenses can offer the opportunity to plan specials to help attract more customers.

Felice said The Office is able to offer its 76-cents wings special “by being very intentional with our purchasing, portioning, and kitchen execution.”

“We prepared for it operationally and the kitchen as executed. The team has stayed focused on consistency, which is the hardest part when demand ramps up quickly,” he said. “We had to be proactive with planning this. Our long-standing vendor relationships were critical here – everyone understood the volume and worked together to ensure consistency and availability, which really speaks to the strength of those partnerships.”

A spokesperson said the deal will be available for the foreseeable future.

40North is the full-service restaurant division of family-run hospitality company Villa Restaurant Group. Other brands within the 40North portfolio include Black Horse Tavern & Pub, Piattino, Town Bar + Kitchen, Steelworks Buffet & Grill and NOM Mexican Table + Tequila Bar.