07/15/2021 Wing Boss Opens Brick-and-Mortar Restaurant In March, Dickey’s launched Wing Boss as a delivery-only concept with more than 70 locations nationwide. Anna Wolfe Senior Editor - Restaurants Dickey's is among the restaurants launching virtual brands. Dickey’s Restaurant Brands’ virtual pit-smoked chicken wing concept, Wing Boss, is opening its own brick-and-mortar restaurant. In March, Dickey’s launched Wing Boss as a delivery-only concept serving legendary hickory-smoked wings with more than 70 locations nationwide. Following its success, Wing Boss is gearing up to open its first brick-and-mortar restaurant in Addison, Texas, late this summer. Featuring a full bar with ample seating, the new 1,500-square-foot location will offer a full-service bar with several televisions for sports fans. “Dallas has been Dickey’s home for 80 years, so this is the perfect place for us to start building out this thriving brand. Dickey’s has a long history of delivering Legit. Texas. Barbecue, and by taking our heritage and applying it to smoked chicken wings, we’ve seen impressive results with guests across the country," said Laura Rea Dickey, CEO of Dickey’s Barbecue Restaurants Inc, HT's 2019 Top Women in Restaurant Technology - Lifetime Achievement winner. "We can’t wait to introduce our delicious pit-smoked wings, crispy boneless bites and tenders to more of the Dallas community.” To create a new revenue stream for its franchisees, the barbecue concept recently added Big Deal Burger to its growing virtual brand portfolio. Virtual Brands Heat Up Dickey’s is also among the restaurants looking to boost incremental revenue by adding virtual brands. Muscle Maker Grill, Fazoli's, Brinker International, Nathan's Famous and Chuck E. Cheese and Dog Haus have launched virtual wing brands in recent months, and comes as Americans are eating more comfort food. One of the most advantageous is Concept Entertainment Group's online food hall concept, which received HT’s Industry Hero Award. HT recognized Dickey's for its upgraded multiple online platforms, including its proprietary reporting system and intranet portal, and teamed up with Chowly to integrate third-party delivery orders.