Celebrity cross-branded fast food is here to stay and as we move towards more direct to consumer marketing, less scrutiny has been seen as well from potential customers who would rather their favourite artists get back to making music instead of McNuggets. We don’t care, if we love BTS or Saweetie we’re going to Mick Dicks.
The most recent comes as a prime example, DJ Khaled is likely no one’s favourite and definitely not an artist, still he is a master brander who takes advantage of every monetary opportunity that comes to his gold-plated mansion door, making penetration into fast food not only feasible, but logical.
In fact, DJ Khaled has not had a good song in such a long time, these wings would have had to have been just short of horrendous for us to say that he’s a better “coordinator of talent” than he is the marketable face of a chicken wing stop.
Indicative of the rise of chicken as North America’s most popular protein, it seems everyone is jumping aboard the God’s bird. In October Drake announced he would be joining Samuel Jackson as an investor in Dave’s Hot Chicken; the Rick Ross-affiliated Wingstop came around the same time, both entertaining customers in the GTA.
With Khaled’s hat thrown in the ring as the main face of Another Wing, entrances into Toronto markets last week and Vancouver markets two days ago were part of an aggressive expansion plan that sees virtual restaurant giant Reef who operates the chain open locations in three continents simultaneously, something that has never been done before by any food service contractor.
In addition to British Columbia, Alberta, Ontario, and Montreal, Another Wing can be ordered in London, Paris, and Dubais and currently holds 150 locations. Currently, ten REEF ghost kitchen locations across Toronto offer Another Wing for pickup or through Uber Eats, Skip The Dishes and DoorDash.
Almost identically to his music, Khaled’s ties to the company are purely for face, name, and the ridiculous persona that comes with both. A variety of boneless wings, bone-in wings, tenders, waffle fries, and onion rings along with four dips and eight “success sauces” leave for countless ordering permutations.
So, we made sure to order basically everything on the menu and had a focus group figure out what and what not to order.
Quote: “Loved the wings from Khaled. I really liked that they weren’t breaded. Sometimes, I find that restaurants cheap out on breaded wings so that they don’t have to serve large enough wings to fill you up. Khaled wings were a perfect size and cooked with a juicy center and crispy outside. I mean… what’s not to love about that. My only complaint is that the sauce wasn’t evenly distributed, and they didn’t have much, which led to scraping the bottom of our container to get even some sauce on the wings that were literally naked.”
Quote: “I was so happy when I ordered the Jalapeno Cheese Fries and found that they were lattice fries. Lattice fries are the bomb.com, and these did not disappoint. Though, these are a bit too spicy for my taste, my husband loved them. I just used ranch dip (which is crucial and to die for) to cut the heat. My only complaint is that the shake they used on the fries didn't get evenly distributed, so some bites were extra spicy, and some didn’t have seasoning at all. Despite this, I would still order again.
Quote: “I’m still drooling thinking about these fries. They were crispy, the perfect balance of flavour and all that’s good in the world. 100% would recommend.”
Quote: “The Onion Rings were delicious! It’s so hard to get takeout onion rings that keep their crispiness. I noticed Another Wing cuts holes in the corner of the boxes to let out steam and keep the crispness and boy did it work. They used a great ratio of batter to onion ring filling. I also paired my onion rings with the “I Ain’t Regular Ranch” and that shit slaps! 10/10 would recommend. 🤤”
Quote: “To ranch, or not to ranch… that is the question, and the answer is ALWAYS RANCH. I used the Khaled homemade ranch on the wings, fries, and onion rings. Definitely will get it every single time I order from here.
The only negative thing I would say is that this had a different consistency than store-bought ranch, but the flavour was so similar so it was kind of in no man’s land. I prefer homemade ranch to have some dill or something in them so you can really tell it’s homemade.
Quote: “Loved the ‘Un Un Un Believable Buffalo’ sauce. I had them on my wings, and they paired well with the ranch. The buffalo sauce hits all the right marks: it’s the right consistency, not too vinegary, and not overly spicy. No need to run and chug down water.
Quote: “We tried the chicken tenders which were available in two flavours of our choice: Korean Fried Chicken Glaze and Honey Dijon. We were not impressed. The meat tasted like it was cheap and frozen like chicken fingers from the grocery store, and the sauce was a bit too bland for my taste. The rest of my meal was great, but I would not repeat the Tenders nor the sauce.”
Quote: “Gross. Soybean dressing with huge chunks of blue cheese more like boogers than gorgonzola. Every dip is thus very different.”
Quote: “Good on the wings, but kind of falls flat on its own. Nothing to write home about and lacks the profile from a great teriyaki sauce.”
“In a world full of choices, there’s one wing that stands out above the rest: Another Wing, a wing brand from DJ Khaled in collaboration with REEF. Serving saucy, crispy wings in eight fire flavors, Another Wing delivers chicken wing excellence straight to your door. Because the answer is always “Another Wing.”
Quote: “Ugh, what a mess - the oil from the ‘They Don’t Want You to Win Truffalo” went everywhere. I was also expecting more than chili flakes and oil with a name like this.
Celebrity cross-branded fast food is here to stay and as we move towards more direct to consumer marketing, less scrutiny has been seen as well from potential customers who would rather their favourite artists get back to making music instead of McNuggets. We don’t care, if we love BTS or Saweetie we’re going to Mick Dicks.
The most recent comes as a prime example, DJ Khaled is likely no one’s favourite and definitely not an artist, still he is a master brander who takes advantage of every monetary opportunity that comes to his gold-plated mansion door, making penetration into fast food not only feasible, but logical.
In fact, DJ Khaled has not had a good song in such a long time, these wings would have had to have been just short of horrendous for us to say that he’s a better “coordinator of talent” than he is the marketable face of a chicken wing stop.
Indicative of the rise of chicken as North America’s most popular protein, it seems everyone is jumping aboard the God’s bird. In October Drake announced he would be joining Samuel Jackson as an investor in Dave’s Hot Chicken; the Rick Ross-affiliated Wingstop came around the same time, both entertaining customers in the GTA.
With Khaled’s hat thrown in the ring as the main face of Another Wing, entrances into Toronto markets last week and Vancouver markets two days ago were part of an aggressive expansion plan that sees virtual restaurant giant Reef who operates the chain open locations in three continents simultaneously, something that has never been done before by any food service contractor.
In addition to British Columbia, Alberta, Ontario, and Montreal, Another Wing can be ordered in London, Paris, and Dubais and currently holds 150 locations. Currently, ten REEF ghost kitchen locations across Toronto offer Another Wing for pickup or through Uber Eats, Skip The Dishes and DoorDash.
Almost identically to his music, Khaled’s ties to the company are purely for face, name, and the ridiculous persona that comes with both. A variety of boneless wings, bone-in wings, tenders, waffle fries, and onion rings along with four dips and eight “success sauces” leave for countless ordering permutations.
So, we made sure to order basically everything on the menu and had a focus group figure out what and what not to order.
Quote: “Loved the wings from Khaled. I really liked that they weren’t breaded. Sometimes, I find that restaurants cheap out on breaded wings so that they don’t have to serve large enough wings to fill you up. Khaled wings were a perfect size and cooked with a juicy center and crispy outside. I mean… what’s not to love about that. My only complaint is that the sauce wasn’t evenly distributed, and they didn’t have much, which led to scraping the bottom of our container to get even some sauce on the wings that were literally naked.”
Quote: “I was so happy when I ordered the Jalapeno Cheese Fries and found that they were lattice fries. Lattice fries are the bomb.com, and these did not disappoint. Though, these are a bit too spicy for my taste, my husband loved them. I just used ranch dip (which is crucial and to die for) to cut the heat. My only complaint is that the shake they used on the fries didn't get evenly distributed, so some bites were extra spicy, and some didn’t have seasoning at all. Despite this, I would still order again.
Quote: “I’m still drooling thinking about these fries. They were crispy, the perfect balance of flavour and all that’s good in the world. 100% would recommend.”
Quote: “The Onion Rings were delicious! It’s so hard to get takeout onion rings that keep their crispiness. I noticed Another Wing cuts holes in the corner of the boxes to let out steam and keep the crispness and boy did it work. They used a great ratio of batter to onion ring filling. I also paired my onion rings with the “I Ain’t Regular Ranch” and that shit slaps! 10/10 would recommend. 🤤”
Quote: “To ranch, or not to ranch… that is the question, and the answer is ALWAYS RANCH. I used the Khaled homemade ranch on the wings, fries, and onion rings. Definitely will get it every single time I order from here.
The only negative thing I would say is that this had a different consistency than store-bought ranch, but the flavour was so similar so it was kind of in no man’s land. I prefer homemade ranch to have some dill or something in them so you can really tell it’s homemade.
Quote: “Loved the ‘Un Un Un Believable Buffalo’ sauce. I had them on my wings, and they paired well with the ranch. The buffalo sauce hits all the right marks: it’s the right consistency, not too vinegary, and not overly spicy. No need to run and chug down water.
Quote: “We tried the chicken tenders which were available in two flavours of our choice: Korean Fried Chicken Glaze and Honey Dijon. We were not impressed. The meat tasted like it was cheap and frozen like chicken fingers from the grocery store, and the sauce was a bit too bland for my taste. The rest of my meal was great, but I would not repeat the Tenders nor the sauce.”
Quote: “Gross. Soybean dressing with huge chunks of blue cheese more like boogers than gorgonzola. Every dip is thus very different.”
Quote: “Good on the wings, but kind of falls flat on its own. Nothing to write home about and lacks the profile from a great teriyaki sauce.”
“In a world full of choices, there’s one wing that stands out above the rest: Another Wing, a wing brand from DJ Khaled in collaboration with REEF. Serving saucy, crispy wings in eight fire flavors, Another Wing delivers chicken wing excellence straight to your door. Because the answer is always “Another Wing.”
Quote: “Ugh, what a mess - the oil from the ‘They Don’t Want You to Win Truffalo” went everywhere. I was also expecting more than chili flakes and oil with a name like this.
